If you want to grow your business, if you’re going to stand out, identify a small group of people that will care a lot about what you do.
People, who when impressed, are inclined to spread the word.
Provide a product or experience they can’t get elsewhere.
Bring them into the inner sanctum and make them feel special.
Give them reasons to buy into what you do and rave about you.
And they will.
When you reach this point, you have a product or experience worth advertising.
If you’re advertising before this point, you are probably advertising an average product to ordinary people.
As such, why would you expect your business to be anything more than average?