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It's easy to get obsessed with the BIG BREAK ... the BIG REVIEW ... the BIG SPOTLIGHT. Maybe you've reached desperation status, and you're mapping out a commando-style, unannounced appearance on Michael Arrington's front porch, all of your eggs in one basket and another containing Red Bull, dog biscuits and beer. Probably not the best idea (read June 1 TechCrunch post:Break in at Techcrunch HQ Yesterdayabout Gloofi, whose site, interestingly, is down as I'm writing this).

Sure, the spotlight can bring gobs of attention. But then what? What happens after your startup launches, or moves out of beta phase ... and the blog review or traditional media article or radio interview or three minute appearance on CNBC fades from memories? I love this fresh thought from Seth Godin, titled Not So Grand. He nails it when he says grand openings and galas and product launches are overrated, that they're just "symptoms of the real problem... the limited attention span of marketers:"

Marketers get focused (briefly) on the grand opening and then move on to the next thing (quickly). Grand opening syndrome forces marketers to spend their time and money at exactly the wrong time, and worse, it leads to a lack of patience that damages the prospects of the product and service being launched.

Non-profits do the same thing when they spend months planning an elaborate gala that takes all the time and enriches the hotel and the caterer. Far better to spend the time and money building actual relationships than going for the big 'grand' hit.

The best time to promote something is after it has raving fans, after you've discovered that it works, after it has a groundswell of support.

It's tempting to place all of your eggs (each one branded with company logo and slogan) in the 'big grand hit' basket, hoping you'll find yourself in the interview chair, holding that basket high and waxing eloquent about your game-changing product. Nothing wrong with a positive spotlight. What's wrong is thinking the spotlight is the key, or that simply having more people aware will solve everything. Making a temporary connection with the media (old or new) is one thing. Making lasting connections and positive impresssions with consumers should be the the main thing.

The great thing about the Evolving Web as I like to call it (Web 2.0) is that it offers so many new opportunities to make those personal connections and impressions. You can hand those eggs out, one by one, via Twitter, your company blog, or any one of a variety of social media channels and platforms. Consumers will have conversations about you - with or without you - so you better be willing and able to jump in and be a part of the dialogue. And if you do it right, and don't crack the eggs, you'll leave people with more than just a fading memory of a some 'big grand hit'. You'll invite them to carry on a vibrant conversation after that TV/radio interview is over, or the article gets buried in the archives or tossed in the recycle bin. You'll invite them to offer their feedback and suggestions(SuggestionBox.com, UserVoice, GetSatisfaction, Mzinga, BrightIdea, Spigit). You'll LISTEN. You'll pull back the curtain and be transparent. And your business might just grow by leaps and bounds, because your customers are willing to tell you exactly what you're doing right and wrong. Just don't let fear of a little egg on your face stop you.