Setup a Google BLog Alert with the keywords/phrases that relate to your product. Every time someone talks about it,contact that person and tell them what you think of their article (be honest) and shamelessly plugin your application. They expect that and they need the stories.

Affiliate marketing. I can never promote this enough. Sign up for PepperJam, Commission Juntion or Sharesale and pay only when you make a sale. Or pay for sign ups.

If your product may interest businesses, then cold call. Or warm call (email then call). Even if your product is free, you can find a few enterprises that may benefit from using it. Call the top dogs, decision makers and tell them how your "new blog/app" is the ISHT and they oughta to stop working and check it out.

Be agressive. Passively.Luck is a "myth" for most people. If someone says no that means "not right now". Keep pushing every other week.

Repeat. If something works, repeat it. Exhaust it.

Try and try more. There is no set way to market or sell. Try everything you can. The beauty of emails or phone calls is that you can be anything you want and anything the other guy/gal wants. "Be water", Be a chameleon.

EDIT: IF you could be more specific about what you do, you could get better advices from readers.

Get it noticed by techies.

Non-geeks find out about technical stuff via their geeky friends and relatives. Firefox is the perfect example.

The only counter examples I can think of are things like Facebook. However, even here, there is no harm in going after techies, unless your product is one of the few that they won't like.

This is not exactly bad advice, but it's not a good solution either.

Techies live in a bubble. Let's be frank - most people don't have a clue what IE is, let alone Firefox. Using early adopters as a gateway to a larger market only makes sense if those early adopters are a subset of such a market.

What if you're selling to say: law offices? Doctors? Accountants? HR Directors? None of these markets fit the geek->masses model. You'll fail miserably if you don't target these niches where they already live.

This worked for us (Dropbox) too. Google's another example of this progression, though they also partnered with companies that already had big mainstream audiences.

Also, make it easy for existing users to invite new ones. Better still, design your product to be viral/users bring in other users as a natural consequence of using the product (e.g. PayPal, etc.) This sounds obvious but often isn't done well.

This is great advice. To share a data point, I first became aware of Weebly because of a mention on HN. Some months later my wife, wanted to create a website for her business, and asked me for a recommendation. As you can guess, she is a happy Weebly user now.

This is the hard part.

I would look at advertising agencies, they do this stuff for a living. Look at how they sell detergent and cars. It's very lowest-common-denominator stuff, but that's what works. Unfortunately the stuff they do tends to be quite expensive, but learn from what they do.

If you don't have money I would suggest reading up on marketing psychology, there are a lot of tricks, and try out different ad platforms on the Internet monitoring your return on investment through funnels, click-throughs, etc. to find out what works.

Create different ads, viral videos, games, silly websites, and whatever else you can think of. Don't be afraid of "punch the monkey" and "you have just won" ads - they work or they wouldn't be there. You don't have to tell us here on HN you made them ;-)

And don't sell on technological merit, nobody besides techies care about that. Sell on emotion.

considering finding a niche group that you can really saturate with marketing in multiple forms (flyers, bookmarks, display ads, PR in industry magazines, etc.), and who then might talk about your product.

but if its a tech product targeted at an audience you can't reach online, be prepared for very low conversion rates from offline forms of marketing.

Make your product stand out so that it spreads via word-of-mouth. I know it's an overused catch phrase, but if you're good enough that people want to tell others about what you've done unbidden, then you've got it made.

Just keep focusing your efforts on your product. Make it shine. Make every single part of it wonderful. People will talk about it. That's what happened with Facebook: I remember getting an account when high schoolers were first allowed, and feeling the need to tell all my friends. It had such a wonderful interface. Most of my friends did the same.

The trick is to give people something they want to tell their friends about. The more viral, the better. It might start with a few geeks but once it's got out to non-geeks it'll spread.

Obviously viral will only help you if you have something worth sticking around for. Otherwise you'll just drum up a huge bandwidth spike and nothing to show for it.

Facebook app was the perfect example of getting it right. While it was still novel (rather than annoying) the ability to invite people to use apps (and Facebook) was interesting enough to a lot of people they did share it.

Flash it everywhere you go. Word-of-mouth. Literally I mean word-of-'MOUTH'. There isn't any better way.

But I've also noticed that non-geeks tend to signup for a lot of junk stuff out of curiosity. Ex: I get mails from a dozen new social networks everyday saying that my friend has signed up and is waiting for me to get on the site (sick).

And forwarded mails(read junk. most are so) are a better examples.

And they won't return anymore if it isn't a good site.

So it should be easy to get people(non-geeks) but if they like it they will surely go on with your site. I teach a lot of old guys around me(includes my father) about how they can use simple tricks to use the internet better. And it goes on spreading among people in their age group and friends circle. And it does so because it isn't boring. If I taught my dad how to get a Merb app running then he would probably be thinking about the next month finances or the flavor for tomorrow morning's coffee.

A good Google ranking can't be understated. That is driven partially by blog exposure. I am #1 on "Free Intranet" and "Free Extranet". That probably drives half the signups each day. The rest comes from a low budget Google Adwords campaign and a low budget Adbrite.com campaign. As for other search engines it is like they don't exist.

Permission Marketing http://www.sethgodin.com/permission/

Seth is that you?

Send a basic press release to the local newspapers and TV stations in your city (and surrounding cities). These people actually need material. We got a write-up/picture in the local paper once and I was shocked at how many people recognized us over the next several months.

What worked for us was to get in their face as content, not as advertising. If possible, develop an API that puts your content or functionality in and on the outlets your non-techies frequent.

would techies have any interest in your startup? what's nice about this segment is that they are relatively easy to reach and are very interested in seeing what's out there. in most product lifecycle, you're going to have innovators and early adopters before you have a large audience. the trick is to figure out who your initial audience is going to be, engage them, and provide methods for them to spread the word.

if you are willing to post more about your startup, i might be able to give you some more targeted ideas.

Be simple/focused, easy to understand, and obvious after the fact (inspiring the wow why didnt I think of that syndrome).

And include a refer feature that is non-ridiculous.

BTW, whether you should care that your startup is noticed by non techies is totally dependent upon your industry and model. Especially if you are B2B... this may not be important.

Posting on HN and asking advice is a great first step.

guerilla marketing is a pretty interesting book..in summary it says try a whole bunch of things for many months and track what works