Continuing Bruce Milne's guide to "Software Company Guerilla Marketing" on how to market effectively, using little money... Always give your audience a directive task as part of your promotional message. For example, in your ads, tell them to write today, or respond by (deadline). At trade shows, be sure theyre given a card to fill out perhaps entitling them to a free gift, a drawing, or educational material. With brochures, include a postage-paid response card they can quickly return.