Here is one of Russell's emails about advertising. He is speaking directly to me. I am, indeed, one of those who "keep giving up after a couple of rocky attempts" with advertising. But notice that the only reason his advertising works for him is because HE HAS OTHER STUFF SET UP that works WITH the advertising— really, that makes the advertising work.
Sometimes ineffective advertising is the fault of the platform you choose: newspaper ads don't work so well anymore.
Sometimes ineffective advertising is the fault of the advertising you create: you can't fault the ad platform if you've composed a bad ad.
But other times, a well-composed ad on an appropriate platform doesn't work because you don't have the basic infrastructure set up to support that ad: a good landing page, a great free product, a great product for sale, a mailing list or CRM that works well for you.
That's the stuff I haven't had in place, in the past.
And that's the stuff that Russell has built out, rebuilt, adjusted, refined, and polished to a level of excellence that deeply impresses me.
Now if only it would inspire me to do the same, that would be great...