Be able to explain your concept.
The Millon Dollar Homepage was succesful because of word of month.
People who visited would tell their friends isn't that guy with the million dollar homepage crazy? Then someone else said but hey he got already XYZ links sold.
Since you aren't able to tell an interesting story yourself about your site, why do you except that other people will tell their friends that kind of story?
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So, my work is to look for promote ideas and implement them.
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You don't understand why the Million Dollar Hompage succed. Because it is an idea that promotes itself.
Is was so innovative that it produced word of mouth.
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Since it is valuable for me and advertisers - it is worth doing
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It is neither valuable for you (except maybe as a learning experience) nor for your advertisers.