Think back to that very first job you so desperately wanted to get in order to start your career. You most likely tapped into your network of friends and family to see if they had any connections. You certainly answered help wanted ads.
Let's face facts: Your product or service is probably a commodity (or rapidly becoming one). A superior offering -- assuming you've got one -- is not enough to cut through the noise, especially when the average consumer is exposed to thousands of marketing messages a day.
Back and forth, north and south, I reckon I had travelled more than 2,000 miles in two months, and, yes, I had found gold. The trouble was, I found only a gram here, a gram there, and that wasn't nearly enough.