When marketing your business, writes Jason Cohen, founder of Smart Bear Software, don't try to fool people into thinking you are further along than you are. See blog.asmartbear.com.

"Should you come off as a big, established, safe company or as a cool, passionate, small team who wants to make a difference? Should you hide behind "Contact Us" forms or display your phone number and Twitter account on your home page? Should you promote features and benefits you don't really have implemented yet or should you promote your forums, blog, and weekly all-customer virtual meeting where everyone chimes in? Be human. Stop hiding. Be yourself."