Are there really any "secrets" to effective marketing, or dies it just boil down to common sense? Lately it seems that many things relating to marketing that to me seem like common sense often appear as “amazing secrets” when I reveal them to others.

If you’re like me, you already get too many e-mails, and the majority of them are junk and of absolutely no interest to you. Neither you—nor your customer—need more of those, right? But no matter how much spam you get, do you still manage to find time to read e-mails that offer you real value, in relation to your interests, your business, or your lifestyle?

The real benefit of sending out news releases on a regular basis isn’t when your stories or articles get published; it's when you get copies of all of your published work together and use it to support your other marketing efforts. That's when you’ll see how much all of that “free publicity” is really worth.

Make sure your marketing efforts are coordinated and multi-layered. Your website plays a crucial role in your marketing campaigns, so be sure your site has a well thought-out design, logical, easy-to-follow navigation and copy that grabs their attention. Always support your online marketing efforts with traditional marketing such as sales letters, direct mailings, and brochures, to make sure you’ve got all the bases covered.

There’s no better way to promote your business and build your credibility with potential customers than through testimonials, case studies, and endorsements. These can be used in your offices, your marketing materials, on your website, and in all of your advertising efforts.