There is a business strategy used frequently called "the copy cat principle:" The idea if you are starting a restaurant or some-other business is for you to study the activity of your competition." If the competition, advertises somewhere, you advertise there. If they don't, wait. They learn from other successful businesses.
As far as internet marketing, why not make a list of 7-8 successful competitors. Did you know that successful web pages usually place the best goodies at the top of the page? Learn how they promote? What type of headlines did they use? You can probably make a dozen or more criteria to judge by. Doing this can equal a lot of saved time.
You can find more ideas such as this at.
http://finance.groups.yahoo.com/group/nomoneyweeklynewletter
http://community.adlandpro.com/forumShow.aspx?ForumID=15396
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