There is upmost importance to the way you build up your reputation. If you just want to sell, then sell. Put it up in some affiliate networks and off you go. If you want to build a strong, long lasting brand recognition, you need to do it right.
- Opinion leaders
Each vertical in the internet has got its own opinion leaders.
Find them via the internet, try to contact them and see if cooperation is possible, either as objective reviewers, or for a pay. These people are usually widely networked and their say will mean a lot to others.
Do not hesitate to contact them. This is what they do for a living.
- PR spots and places
Just as important as opinion leaders, are the right places to publish a well written (!) article/ news paragraph etc’
Keep In mind that usually each sector has got its own “hot spots” where people “meet” and exchange ideas, comment on new stuff, read news etc’. They are usually subscribed to some email magazine, news RSS and so on, so getting the word up there will receive a lot of attention, which you pretty much have to have at the first steps of promotions and marketing.
Use professional copywriters! Do not attempt to do this yourself.
Copywriting is an art, especially online, where every keyword counts for a long time to come. This is not the step to save money in.
