I would not advertise until you have 1000 cold calls under your belt and a product. You will waste money advertising an alpha product. Your 20/80 customers won’t come from an ad. Press releases are your friend, Ive lost track of how many companies I’ve found with potential by simply watching the news wire the comes through my investment account website/app

And it's usually a hard investment to do since what it most requires is time. And time is extremely valuable when you're first pursuing an idea and starting a project.