I did not go to my friends to start off my Facebook Page: http://www.facebook.com/johnnylewssports
Instead I spread the word via every order that went out from my business I put a flyer promoting the page, I put into my email signature block the URL to the page, the biggest contributor is putting the social plug ins onto my site, see the upper left corner on: http://www.johnnylew.com
I actually did play around with some FB ads, but sent them to my website not my FB Page at first. I now spend a very small amount $10 per day on FB advertising, just to play around with it and keep a presence, but with 20.000 + fans the growth is coming from the fans themselves! Everytime they "like" a comment or post they are inviting their friends.
Visit other facebook pages and join the conversation, we have seen fans of other pages join ours.