ApronDude,
I have been in business for 17 years (and I'm a newbie compared to many here...) and people are still finding out that I'm here.
It's like the zen of framing, my friend. It's not an event, it's an ongoing process. You never stop, you never 'reach' something, every day is a delightful struggle.
Read fortuna's post above. That's what ya gotta do- always hustle it, hustle yourself. Have a marketing plan.
Do a search for JRB's posts- (search under 'bootstraps'

) and you will see how it can be very successfully done.
That said, my first few years in biz were quite bleak, I am a slow learner and was bit shy about promoting myself and my business. I am still shy, but I choose to ignore it most of the time and I am better off.
There are some pearls of wisdom above, borne out of hard experience. General advertising is dicey, but free advertising is win-win, your customers are your best advertising, have a plan, etc, etc.
Good luck to you.
Please post again soon and tell us of all the parts of your marketing plan that worked!
edie the juststumblingalongmyslefsomedays goddess