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Publish articles online in your field to establish and support your expertise. You can do this through blogging, article marketing and becoming an columnist on sites such as LifeTips! ;-) People who read your articles and like what they read will visit your website. And, because they feel comfortable with you, they'll sign up to be on your list (you are collecting emails, right? And offering a compelling opt-in incentive in return, right?) Once they're on your list, they will eventually buy.