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totally agree to OASPAUL, and i really don't think it sounds ridiculous. yet there's something to add. in addition to this word-of-mouth campaign you might wanna use some other non-traditional methods. maybe some kind of creative advertisement - or at least exposing it in non-traditional spots...

not sure about the PPC actually, that's now quite common for blog promotion today - first of all because blogs do not directly return your PPC costs. besides, blogs are all about communities. i mean they're meant for some specific audience segments. in this case you should go to the social...