Small businesses spend hundreds of billions of dollars on digital advertising each year, but many struggle with high costs and passive marketing approaches that don't effectively reach their target audience. A small business owner, Amit Gami, initially tried advertising on Google and Facebook without success, but then shifted his focus to active selling by identifying potential channels such as soliciting direct referrals, emailing local schools and hospitals, and sending custom flyers to local residences. Despite initial failures, Amit found that some of these approaches worked, including meeting with a head teacher at an old school, teaching yoga classes at a school, and using flyers to deliver his services directly to potential customers in his neighborhood. By finding the right balance between passive marketing and active selling, small businesses can explore alternative marketing strategies and potentially find more budget-friendly options that effectively reach their target audience.