"The key to getting people to want to receive what you want to send them is by providing information that is relevant-relevant to their needs and desires," he says.

    To build an electronic-newsletter mailing list of willing recipients, Murtagh says, the best route is face-to-face introductions with as many prospects as possible. Social and professional events provide good places for networking, as do seminars, he adds. One low-cost way to hold a seminar is to get hosted by a professional or civic organization, he adds. "Have the organization invite you in because you are the resident expert," he says.

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