Ian, that is the million dollar question! There is no correct answer. There are millions of ways to promote a shop, at etsy, on the web or brick & mortar. They all take either time &/or money. You pick a hanful, try them out & see which best suit your needs, time & financial constraints.
One great thing about Etsy, is, your tag lines, descriptions, show up on Google searches. They must have a Google Bot. I need to get my own site set up, and it's a goal by this mid summer. Man, paying on the average of $120 to $170 per month Etsy fees, ouch. :? I have had suggestions for setting up a web site, any others suggestions? PM me.
Etsy's fees are just a drop in the bucket when you figure what your overhead would be if you had a B&M shop or even what it's going to cost you to get traffic directed to your shop if you have an independant website.
Tab, thanks!! I think i am going to pick up some marketing books and stuff before i take it public (in some time...still got alot of time before that happens) but I can learn as much as I can...i actually started a binder with all my info in it so thats good stuff ...slowly but surely!!