A simple analogy might be a stream with stepping stones. While ultimate goal here is to reach other side without getting wet, each stepping stone represents an intermediate goal that must be reached. If you miss one, you won't be dry when you reach other side, and will not have attained your goal.

Business in general, whether it be "brick and mortar" or an internet endeavor, has intermediate goals. If you don't recognize these necessary steps, you will not reach your ultimate goal, which is financial reward.

In any particular business, of course, ultimate goal is to produce revenue, but there are numerous "stepping stones" that must be in place to do so. At risk of stating obvious, you must have a saleable product or service. While you might scam a few people with an inferior one, you will not be around for long haul. I personally get a real "kick" out of those who send out what are recognized by most people as obvious scams such as chain letters, hoping to lure in unsuspecting.

So if you do have a legitimate product or service, how are you going to sell it? First you need a place from which to sell your wares. A website to an online entrepreneur is akin to a storefront. This is where you will make your sales. It has to be attractive and merchandise displayed in a proper manner.

Next, you have to make people aware of its existence. This is your advertising goal. You must first identify a target market, and aim your advertising towards that market. But where do you advertise? Statistics have shown that best possible vehicle is one which actually reaches your prospects.

In other words, they have 'exercised their option' to join your list, in return for more information, training, free promotional items, etc. They have chosen to 'opt-in' to your list, effectively giving you permission to contact them regularly into future.

Whether you have already started building your list, or are just beginning, here are a few questions that you should answer to yourself. We believe answers you develop will lend focus, and aid you in compiling a much more effective and responsive opt-in mailing list of your own.

1. Who do you want to target?

Your first answer may be 'everyone.' And that may seem reasonable, especially if you intend to market widely used consumer goods like nutritional products, DVDs, gamewares or like. In reality, your target must be much smaller in order to achieve adequate results from your marketing efforts.

Take a look at your product or service. What can you determine about people who will be most likely to need, want, and use it?

Let's say you offer a line of exclusive designer baby accessories. Your target market will primarily surround young mothers (and fathers) in 20-30 year age bracket who enjoy above average incomes. A secondary target would involve financially stable grandparents. Mailing to a list that includes childless married couples, single adults, or people who have no disposable income will be a waste of your time and resources.

2. How will you attract attention?

You must do something or offer something that will cause your target market to take notice. If you want superlative results, then you must make a superlative offer.

Most Internet users come online seeking one thing . . . information. And you may have already heard that a 'free informational report' will draw new subscribers like bees to honey. Not necessarily so!

The information itself must be of a timely nature, and not yesterday's news. It should be thought provoking, useable, and have value in and of itself. To young mothers, a short report titled '10 Ways To Make Your Baby Smarter' would be of immense interest.

3. What is your plan of action?