The goal is to prime the pump with ads that are aimed at neophiliacs, people looking to find you. Then build trust with frequency. To gain trial. To generate word of mouth. And to make it pay by building a cohort of people, a network that needs your work to be part of who they are and what they do.

Creating Customer Evangelists: How Loyal Customers Become a Volunteer Salesforce by Jackie Huba and Ben McConnell