In 2011, our public relations and events company, Aigner/Prensky Marketing Group represented The Pinehills, a planned community in Plymouth, Massachusetts. The Pinehills wanted an event that was different from anything they had done before. As we thought about the challenge, Anne-Marie mentioned that food trucks festivals were hot in Los Angeles and working their way east.

The client liked the idea, so we began searching for food trucks, and found a total of eight in New England, which we booked for our event. As we planned, the owners asked us how much food they should bring. We had no clue. To be safe, we told the trucks to expect a thousand people.

To put it mildly, we were way off the mark!

Four thousand people showed up. The grilled-cheese truck ran out of food after two hours and we found ourselves rushing to the market yelling, "We need 20 pounds of American cheese STAT!!!" The poor woman behind the deli counter became weepy.

That inaugural Pinehills Food Truck Festival convinced us we were onto something big. Five years later, our list of eight food trucks in New England has grown to 550. We have produced more than 50 festivals around the country--averaging around 10,000 foodies per festival--and we work with well over 2,000 trucks nationwide. This success led to the development of a new division in our company called Food Trucks 2 Go, which handles all the corporate requests we receive for employee luncheons and events.

Along the way, we got a lot of advice. Some of it was good, but some of it wasn't. Even well-intentioned people told us things that just weren't true. So, we put together this list of four things people say that you should not believe.

You must work with a coupon company.

So many small businesses look to various coupon sites as a great way to launch and, for many, they are. But our coupon experience almost buried us before we began. We decided to try one for that first Boston festival in 2012 and sold 1,000 tickets in two hours. We were floored and excited--until we realized how much money we were losing. A typically $40 ticket cost the consumer $20, while just $10 went to us. The whole thing was made even worse in our case when we some customers asked for refunds. Although they only paid $20 for their ticket, wanted the full $40 value as a refund. Those customers were upset because they were promised a free item from all 25 trucks but only had time to get 15. So, refund we did.

Hire young people. They will grow with you.

A common strategy when you start out and money is tight is to hire young and pay low. We found that some millennials were bright, hardworking and talented, but others didn't have the experience or temperament we needed in a customer service-oriented business. By balancing our staff by hiring people of different ages, we've found everyone benefits from varied perspectives.

Advertising is the best way to draw crowds.

If you have a product that will appeal promotionally to potential media partners, you may not need paid media. We drove attendance through public relations by pitching stories on the festivals and the individual trucks and truckers. When we wrote to TV stations and asked if they'd like a food truck to come to their station for a TV segment promoting the festival, we almost always were invited to visit!

We also approached key radio stations and media outlets in each food truck festival region to become our media partners. That way, we were able to receive promotional support from them, and they could have informational booths at our festivals and ads on our website. Through Facebook, Twitter, Instagram and Snapchat, we have been able to promote the festivals to a massive audience with the food trucks re-tweeting and sharing our messaging. In five years, we have not had to advertise.

You never get a second chance to make a first impression.

It turns out that you do get second chances. When you're in the event business, you learn pretty quickly that you can't make everyone happy all the time. Our events are popular. This can mean waiting lines at the trucks. Sometimes the trucks run out of food. Sometimes the parking lot is difficult to navigate. Sometimes it's just hot, and people are cranky. When these things happen, our customers start to complain. On Facebook, on Twitter, by email, and snail mail. We answer each and every one of them. We listen. We learn. If necessary, we apologize or refund. And we find that people forgive.

One good example was a festival we held in South Carolina, which caused a traffic back-up for more than two hours. Yikes! When folks finally got to the venue, our trucks were out of food. It was one of our worst days. But we went back the next year. We changed to a bigger venue. We asked people in the area to give us a second chance. And this year's South Carolina Food Truck & Craft Beer Festival had 10,000 people--and not a single refund.

When you're an entrepreneur, many people will want to give you advice. Be sure that you listen for the good counsel, but don't be afraid to disregard helpful suggestions that aren't a good fit for your business.