This is easily one of the more important sections of the guide, as much as I hate to say one section is more important than the next. On talking to the people on my list and my associates, when I asked them what the hardest thing was to do for them relating to online marketing when they first got started, it was to build a list.
I reckon the reason behind this is that list building is drummed into us as one of the biggest aspects of online marketing, which is true. Your list will form the basis of your marketing ventures from now and into the future. Unfortunately, while there is a good side to this for the people that get it right, for those that get it wrong (which I should note I also did when I first started out) it can become quite an expensive affair.