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This article & more at Article Underground Articles 5. List any publications that have written about your business in your ad. It could be a product review, on a top ten list, an article, etc. 6. List any related books that you've written in your ad. When you list a book(s) you've wrote, it gives you credibility because it shows you're an expert. 7. Have a professional looking web site to publish your ad on. When people visit your site and it looks unprofessional, they'll relate that to your product. 8. Publish any endorsements from famous people in your ad. Some people will think if a famous person, enjoys your product, so will they. 9. Use a money back guarantee in your ad. This will remove the risk from your potential customers and show them that you stand behind your product. 10. Provide testimonials from satisfied customers in your ad. The testimonials should include specific and believable results you customers have received.