They don't know everything. Lawyers are horrible. Bran once had a lawyer spend several thousand dollars of HIS money to write him a letter detailing how if something went wrong, the lawyer was not accountable. He finally did find a lawyer willing to work at appropriate risk level. Hire a PR firm.
Advertising is too expensive, sales teams are too expensive, some success with direct-mail orders.
Interviews in magazines lead to inquires etc. Hire someone who knows something about doing direct mail campaigns. Hiring technical buddies is a recipe for disaster. It's useful for getting into VCs. Necessary to sell to this particular market.