Let's get the basics sorted first.

• What need, requirement, problem, issue, desire, or want is your solution, product or service addressing? 
• Can that market be found and segmented? 
• Is it big enough to sustain your business?   
• Are they likely to spend "how much" on your solution to address that area?
• Can you beat your competitors? 

Once you have identified your market, you need to message that market in order for them to know you exist, otherwise they are unlikely to contact you.  Attracting partners and resellers is just the same. 

How you are going to reach that market?  There much over 200 different ways to get your messages across but which ones are most appropriate and cost effective? 

Now for the real skill - writing sales copy, probably one of most difficult skills, but trust us, we know who can write great sales copy. 

As you gathered we don't do everything ourselves, we focus on what we are good at and then sub-contract to trusted partners.  It could be website design and hosting, sales copy, list acquiring, PR, brochure design, data-cleansing, tele-marketing research, appointment setting, email marketing, twitter, linkedin and social networking.  Oh! on the latter, please note that there are hundreds of millions that use social networks but they are billions that do not, and guess what, the busy folk out there do not have time to use social networks and they tend to be the ones you want to reach.  So put this area in context and manage your expectations and time appropriately.