Do everything in your power to employ marketing techniques and tactics that are honest beyond reproach.

There is widespread distrust of marketing. This is partly because the line between exaggeration and dishonesty is easily crossed. Once crossed, it is nearly impossible to regain your market's respect. Your market's "BS Detector" is constantly on the lookout for unbelievable or unprovable statements.

Marketing that is 99 percent honest and 1 percent dishonest will have the dishonestly exposed and held up to the spotlight.

As a result, always bend over backward to be believed. Techniques include admitting past failure and acknowledging present limitations. A willingness to share bad, as well as good, news adds credibility to your message.

Better yet, prove-rather than claim--your expertise by distributing newsletters and presenting seminars. Let your market experience your expertise firsthand. And replace adjectives with specifics. Prospects discount adjectives and claims, but respect specific quantities, comparisons, and use names, dates, and places to document your claims.