I got one of those recently, so I took it to my friend Joe Gross. He appeals property tax assessments for a living.

"Man," he said. "I've never seen assessments explode like they have this year."

My "news antenna" shot up. Then when he showed me his new web site, which gave property owners a chance to look up appraisals of other homes in their neighborhood, I told him--'You've got to pitch this to news media.'

I helped Joe put together a short release and then faxed it to local radio and TV stations. A few nights later, there was Joe, on evening news, describing his web site to tens of thousands of viewers.

Could it happen to you? You bet, if you remember a couple of basics.

*** Learn to spot opportunities. When you see, hear or read something in media that relates to your field, call reporter who did story and offer 'another angle' or a 'follow- up.' Reporters are often judged on their ability to 'enterprise' their own stories and ideas, and if you help make THEIR job easier...guess what they're likely to do for YOU?

Recently San Antonio Express News ran a story about some new software. Darrin Schroeder, VP of a San Antonio company that had just rolled out a similar product, called reporter and offered a 'follow-up.' Result: front page story, with color picture, several days later.

When you first jumped into this very large swimming pool called Internet, you knew you were going to have to swim with sharks. You know who sharks are right? They are everybody besides you that will be promoting same programs and products that you thought you were going to have all to yourself.

All of experts told you to get a product or service of your own. Hell, you said. That should be easy. I'll just hook up with an established affilate program and, Shazam! I'll be rich in no time.

That's not how it works Mr and Mrs marketing maven. You have to find something that works for YOU, and not everybody else. You have to feel comfortable with what you are selling online. Don't get into a program or service because entire state of Texas is making money selling that same service.

Those people in Texas probably have experience at what they are doing. Just because you have an expensive set of golf clubs doesn't mean you can go out and beat Tiger Woods at Masters.

It's same in online marketing. You have to know what people are buying, or at least know what masses are interested in purchasing. If you don't have a clue what people want, it's like dog chasing his proverbial tail.