You can't advance it without a CONSULT or a reflash... just get a reflashed ECU from JWT or Technosquare.
In theory you can make better power with more timing advance, but you can't advance it too much or you will see detonation, you will start losing power, or both (or worse, as a combined result).
http://www.technosquareinc.com and fork out the $595 or $695 they want is by far the best way to do it. IIRC a few guys are running S-AFC 2's or V-AFC's to do it, but you have to be careful because the stock ECU is adaptive and will eventually dial out the compensation you're inducing, returning your changes to 0 effect.