I,oddly enough, had the opposite. Gave my software out to a few friends (wrote it for myself, as the others in its class sucked), Next thing I know I'm getting 100k d/l a month (paying for overages, fun) - and soon after have a few million users. Never have spent any money on advertising (even though the software DID make it on to a TV show in Denmark a few years later - and magazines, newspapers, etc.) Still getting downloads and new users.
Have also written tons of other stuff that this did NOT happen to :)
The Software was "StationRipper" (still IS StationRipper - first released in 2003. Holy crap, Dec 13 2003!?!?!!??!!? I'm glad I posted this, I had no idea it was almost the 10th anniversary!!!)
"Wrote it for myself, the others in its class sucked" sounds like the key to your success. Poor competition, which is always helpful. A solid understanding of the customers' needs, because you were one of them. And a very large market.
Have also written tons of other stuff that this did NOT happen to :)