Intended for Job Training Partnership Act (JTPA) administrators and service deliverers, this publication provides those programs that are experiencing recruitment difficulties with new and innovative approaches to attracting eligible clients into their programs. It begins by listing the 10 most common recruitment marketing errors. Marketing is defined, and a marketing strategy for recruitment is proposed. Segmenting of the consumer market and zeroing in on the target market are then discussed. Market research is proposed as a method to learn more about potential customers. A two-step approach is suggested: review of social science research and assessment of specific needs. Recruitment shortfalls are then considered as a mismatch between the needs and attitudes of applicants and program services provided. Other topics include keeping down the cost to the client and distribution issues. After a general discussion of promotion, four specific types are addressed. Successful recruitment ideas and techniques used by JTPA programs across the country are provided for selling one-on-one, advertising, publicity/public relations, and sales promotions. A conclusion summarizes the recommendations made throughout the publication. (YLB)