local journalists and record shop staff. Convince them of your unique selling point - you need to be different to stand out. Make sure all your friends come and bring all their friends. Keep the door tax down to a couple of quid or even nothing at all, until you've got a reputation and a full dance floor. However, it must be said that the first night is the biggest advertisement of all. Things may take time to get going, so don't be disappointed if it's not rammed on the first night. Cream are said to have started with forty people on the first week and a hundred on the second. They had to wait before they started getting their now legendary full house. But remember, everything has its shelf life. Take nothing for granted in the dance music industry. Flyers. If you've got the resources, you can make use of this classic promotion technique. Try to produce a professional looking design that stands out from the rest. Don't copy, but be original. A strong logo helps, as does emphasising what makes you unique. Shop around for the best deal and check the quality of the printer's previous work before parting with your cash. Make sure the fliers are placed in all the usual outlets like record shops, bars, cafes, and around the Universities. You can, if you want to save yourself the legwork and use organizations like Another Late Night have who have professionals who'll distribute them for you