The Internet is all about word of mouth, "viral" marketing. If you create something cool, the word can spread awfully fast, and it can drive you a tremendous amount of traffic. Two lists on RateItAll that have seen this kind of growth are the "Best Guitarist" list and the "Artists Deserving of the Rock and Roll Hall of Fame." But the promotion has to start somewhere... use the postcard tools to invite your friends (both on RIA and in real life) to rate your lists. You can even add your lists as resources to sites like Wikipedia. There's lots of ways to promote your lists - if you have created something of quality, there's no reason to be shy.
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