Nobody cares about your awesome new product or service. It’s true. They don’t. People care about themselves and about finding solutions to their everyday problems. If your product doesn’t fit as a solution to their problem, they could care less about it.
The problem is you’re hyping it up too much when really, you should be hyping it less.
Provide value or entertainment value and people will support you. Knowledge is good (we all want that). And entertainment value, well, I think that one’s obvious, right? (Say yes). Or rally people in support of a cause. People care about causes. Things like InvisiblePeople.tv and their battle to raise awareness about homelessness. Give them a cause, and people will rally in support like they did for Krupali at the #140conf LA Meetup.
Create something interesting and worth sharing. Make sure that it has educational or entertainment value. Then, make it easily shareable and your community will do the rest (they’ll tweet it, they’ll talk about it, they’ll share it, etc.).