You can also use paid and organic search engine marketing to drive traffic to your site.
My site isn't even completed yet, and I'm already getting free traffic from Google, Yahoo, and MSN. I know ghost baits gets traffic via search engines (hope thats not what he considers his secret, but I was happy to see I was able to pass him on the phrase "soft plastic baits" in Google).
The service can be expensive, or if you have time you can find things you should be doing for your site easily online (Jim, I can list a few things you could do to pass right on by my site, as well as many others on terms you're not quite top yet). I just happen to be in the industry, so getting my site ranking well was second nature, can't wait to have time to finish the site.