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Traffic is # 1. If you have lots of it you can be a total putz and still make money.
Marketing and advertising skills are # 2. Having these helps you to maximize your revenues from your traffic.
Networking is very important in this industry. Knowing people can get you good deals.
Capital. Got to have some working capital just like in any business. Most plans don't go as planned so you have to have enough ammo in your clip to keep shooting till you find your target.
Management skills. Like capital, a must have for any entrepreneur that will end up succeeding in their ventures.
Integrity. This industry has very long memories.
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