Remember that before you even start typing. When I review a product or Web site, I contact the person in charge on the chance they'll want to announce that they appeared in Lockergnome. A graphic catches surfers' eyes. If possible, try to get a small description or personal accolade to accompany that link. It gives it more credibility.
Surfers become familiar with a certain name, and they trust it.
I review a lot of Windows shareware, and right now the online shareware market is flooded. That puts me at an advantage as well as a disadvantage. Subscribers Are Important Find out where they're coming from. If you're noticing subscriptions coming from a certain site or e-zine, pursue a partnership with them. And don't be afraid to receive feedback.