I would also remind you of the most important component of all:
Sell shit people want.
That should be the starting point...but now days...it's the last thing most peeps think about.
I see assbackwards marketing being practiced and taught all the time today:
Fallacies include....
"Build it and they will come..."
"Get traffic...lots of traffic!"
"Blog...write articles....learn about RSS Feeds..."
Etc.
Etc.
The fact is.....none of it matters if you are pushing a loser of an offer that no one cares about.
Sadly....the art of the compelling "gun to the head offer"...isn't taught much anymore.....which is one of the primary reasons so many newbies enter IM and fail miserably.