The key is that spammers are a "don't call us, we'll call you" kind industry. They cannot function without complete privacy. Even law enforcement officers have a tough time finding them.

Sometimes they appear to have a presence, but it's not real. For example, porn pushers often have open web sites and registered domains, all with contact information. However, except where it is absolutely needed, none of it's real. False names, false companies and addresses are commonplace.

No Web Site

The first sign that a company is up to no good is when they don't have a web site. Any business that claims to be into marketing without a web site is not one you should be interested in. Keep in mind, however, that having a web site doesn't guarantee legitimacy either.

No Phone Number

While mass marketing usually means less phone coverage, those paying for mass marketing should expect to talk with a warm body. Don't do business without a phone number.

Money Before Service

Did they take your credit card before you provided the advertising information? Big no-no! You may as well send a blank check to Nigeria. Never pay for any service without a contract or invoice that clearly indicates the party you're dealing with. If per chance they got your money before you finished the deal—DON'T PURSUE IT. The money's gone. Don't make it worse for yourself by sending the ad to them. You can try to get your money back later.

No Mention of Accounts

So when you send them correspondance, do they ask who you are or who is your sales rep? When you send your ad, do they ask if it's paid for? How do you know you've been credited for your account? Well...real crooks usually can't be bothered about that, so they might not make any effort to to pretend they have an account for you. Sometimes they just take the money when they can and don't question who's sending ads to send out.

The Bottom Line

The bottom line is that the spammers are NOT interested in marketing—only in your money. People say, "Well, it must work because they wouldn't keep sending it out if it didn't." The truth is, that isn't the whole truth. It doesn't have to work for the advertiser at all. They just have to entice you to want to send in your money. They don't even have to send it out to make money.