I agree, they all seem to be going the wrong way about it. It's Facebook, not twitter, and twitter is rubbish for this malarky too.
Facebook can bring you custies and money in, but you have to use it properly. A page full of your mates wont get you anything. I've heard that it helps your business get better Google rankings or something. Maybe it does, but the way to use Facebook is to put your Facebook page into a position for potential customers to see it.
You need to post on club walls and such like. Local rugby club, horse riding clubs wall etc etc. Put a quick intro, who you are, what you do, and a link to your page (Hopefully not full of other carpet cleaners) and they join as members or fans, who cares what they are. They see what you do and you are in their lists.
This brings us between 500 to 1200 quids worth of work a month from free advertising.