Lurk before you leap

Participating in a discussion group is one of the most effective ways to establish visibility, credibility, and personal relationships with customers. Through useful contributions to a group (signed with signature that identifies your business), you can share your expertise and demonstrate your professionalism.

But before you start posting messages in a discussion whose membership looks promising, spend a couple of weeks lurking in the group, reading messages without putting in your two cents' worth. Lurking will give you a good sense of the group's interests, show you who its leaders are, and give you lots of ideas about how to make worthwhile contributions when you begin to participate.

Many a would-be marketer has been burned by jumping into a discussion group with an inappropriate message. Lurking is your fire insurance.