agree with the premise here (distribution is hard; get users or die) BUT there's no better marketing than a GOOD product that brings people real VALUE
get a 1000 users to your site → 1% conversion → 10 users. if those 10 users have a shitty experience because the product SUCKS, then all of that effort getting them there was wasted.
the alternative is making a GOOD product that people actually WANT to use and can get EXCITED about. you keep it SMALL and work with a limited subset of people who are interested in what you have and are willing to try it in exchange for the PROMISE that it will bring them VALUE. if (and only if) you can truly deliver value for this small group, their excitement and optimism WILL radiate outward. from there, it's about surfing these small waves, paying close attention, and very carefully choosing bigger and bigger waves to surf.
as softwarians we MUST make GOOD products that people WANT to use!!!!! throwing away money on advertisements until you have anything GOOD is a waste of time and effort.