Advertising word by word

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The Internet has turned traditional advertising on its ear, as successful e-tailers like Daniel Thralow, CEO of Thralow Inc., learned very quickly. With traditional advertising, you could never be sure if anyone saw or paid attention to your message. But services like Google AdWords, upon which small business owners, including Thralow, have built their businesses, target your message to qualified prospects and tell you exactly how well it's received.

"One of the biggest problems I had [before the Internet] was measuring my marketing return," Thralow says. "I would buy newspaper, radio and TV ads — even billboards. Sales might go up maybe five or 10 percent, but I didn't know why. Because I was a better sales person, because I had more inventory? Or was it because the ads were working? It always frustrated me not to know for sure if I should keep spending the tens of thousands I was spending on advertising."

He now spends well over $2 million on advertising and has no such qualms about its effectiveness.

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Use of free advertising is also recommended . In addition to the ability to post free classified ads, many sites also have search engine optimization tools, forums, mini-courses, website hosting, and other tools important to the internet marketer. Some also offer the opportunity to submit your ad to multiple sites and/or your website to search engines and directories. Add to this the fact that the site and its services are available 24 hours a day from any place that you can hook up your computer.