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I'm no master when it comes to mastering - in fact, I suck at it. But here's how I do things anyway, not that it'll be of much help to you or anyone else.
I always strive to get the best possible sound quality from Reason before exporting. Perhaps it's a given, but you can't work miracles with a track that sounds bad to begin with. Ensure that there are healthy levels of bass, mid and treble, check those volume levels and watch for clipping, particularly in build-ups. As Sean Walsh has said already, use only high quality sounds/samples. You can't rely on external mastering to cure everything...
As for said external mastering, I've always used Steinberg WaveLab in conjunction with something called 'Waves 4.0'. To be fair, I don't do much at this point because I'm knackered. But I will always normalise the volume, and do a bit of EQing. This is usually as simple as adding treble and taking away a little bass. It makes quite a difference, though. And if I'm feeling a bit saucy, I might add some phasing effects and employ other wizardry.
There, well that was all quite pointless, wasn't it? Wasted some time, though...
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Al Azar - At The Edge Of Tomorrow (A Retrospective) 16 tracks for FREE!
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