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In small business advertising you will need to make your product very interesting and give it credibility.  Your product must demonstrate reliability and a sense of trust should come through in your advertising method.  The general public automatically will listen to an ad but all the while pondering why they should trust in what they are hearing in the message.  It is only human nature not to automatically trust a salesperson or any ad we are reading that is trying to sell us this great product that can cure all our aches and pains or make our life so much better.  Your small business advertising has to break through this barrier and the way to do this may be just to be completely honest in what you are saying about your product.