The Purpose of Business
The business enterprise is the organ of society. One valid definition of a business purpose is to create a customer. By knowing who your ideal customer is and what problem they have or what need they are trying to satisfy, you must act.
It is the business action that creates a customer by innovation, by advertising and by salesman and now by having a conversation on social media with your audience. No one knew they wanted a computer or a fancy smartphone until it was actually available and easy for them to buy.
No matter the expense, the customer you targeted about this product or service, knew they needed it and bought it. It was a utility for them.
So what is the purpose of your business and who are your customers? Describe them and address your advertising to them, instead of everyone.