 your competitors will already be advertising and taking a big, fat chunk of your market share. You'll have totally missed the boat. The train will have left the station, and there you'll be standing all alone on the platform watching slack-jawed as customers pass you by. Why? Because they don't know you're there, because you didn't advertise, because you didn't think it was worth it. Every moment of every day, someone is buying something. People are shopping right this second, making choices, making purchases, and if you're not talking to them, someone else is.