Brian, if you do great work and have a good personality, and deal with people on their level with no bs, why pay $100 a month? It will all come around back to you. But then again I have been in this biz for 34 years, so I could be wrong.
I really could care less where my web site is listed. Word of mouth is still the most powerful way to gain new customers. Might take a little longer to achive. Any relationship takes time and effort. In the end you will end up with the best customers and do not have to put up with the price shoppers. Damn, I should be a guru and sell this info!
There is no magic bullet. Everyone has to start somewhere. With that being said, read and dissect what is on the bb's. The above average guy will figure out very quickly what works for him and what does not. The average guy will spend money to be convinced that he needs a guru to mentor him along. Which is ok, but he will still be an average guy because he can not think for himself. So he will keep paying the money to some one who does not know his strengh and weaknesses in hopes of making a living.
Optimaztion is not a bad thing. Can be very helpful to start with but it is not the end all. Don't expect miracles. Not all traffic is good traffic.