What can you do to make your site or offer even better to get ready for these people? How can you organize what you are doing to become more effective?

CHECK YOUR WEB SITE First, let's look at your web site. Is it optimized for search engines? You MUST be sure to have keyworded titles for each of your pages and USE meta-tags for each page. This raises question, what keywords should I use? This can be a tough question and, in some cases, will so stump webmaster that they let these valuable tools go unused!

The solution is to use a keyword tool that will tell you which keywords are most popular. When you type in first word that pops into your mind relating to your offer, you will get a list of how many times that word was used in a search and also a list of related keywords and how many times they were used! You can even use related words in subsequent inquiries until you have a long list of very popular keywords. Best of all, this tool is totally free!

SUBMIT YOUR SITE FREE Next, how will you get it listed for free? Believe it or not, submitting your site to search engines using World Submitter does work!

Many people complain about this service because of all email they receive in return, but truth is, even if you only use search engine submitter, it works! I have gotten as high as #6 at MSN for a common search phrase like "targeted email advertising" using World Submitter ALONE! Don't neglect using this effective free tool!

Assuming you are promoting your offer on a regular basis, next most important thing you can do to get ready for Fall is to organize your follow-ups.

ORGANIZE YOUR FOLLOW-UPS Email marketing software, of course, would be easiest way to accomplish this, but it is certainly not least expensive. Here are some free ways to make your follow-ups easier:

Unfortunately her reply wasn't kind every mortal man ever craved for. Citing differences in character, she yanked plug and put me in an absolutely zero voltage; in short, a total rejection.

Whatever final chapter of this would-be long and arduous story is totally irrelevant to central theme of this column. I was actually more amazed at how, in course of two months, I subliminally managed to generate my aura of skepticism - one of personal nature she admittedly will never put up with.

Interestingly, I have received similar responses from those I know who allegedly observe that particular aura from things I say and my approach to various endeavors. To sum it up in a marketing context, skepticism is MY BRAND.

My brand? Could an individual possibly have a brand? For starters, little that we know that our aura -- driven in some ways by our characters, inner feelings, way we talk, how we dress -- implicitly tells world who we are and what they can (and should) expect from us. Our aura is analogous to consumers' expectations of a brand. Our aura is our brand.

Implementing this concept to online branding takes into account fact that Internet is now a primary destination of Americans for finding information, according to last December survey by Pew Internet and American Life Project. As people navigate your website to search for your products, services, and company information, it should consistently deliver your brand identity and conveys value propositions across pages. By now, your website should be a critical part of your entire brand-building efforts, far beyond electronic brochure. Like you, it generates an aura, and aura is brand.