"Be credible to be incredible" ;)

Michele Fortin's Copywriter Tips:

Advertising is a Numbers Game
Be Credible To Be Incredible
Be Uniquely Ubiquitous
Blog Your Site to Unblock Your Traffic
Boost Your Conversion Rate In Three Steps
Can You Give Me Directions, Please?
Courses, Sources and Resources

and many others.

http://start-successful-business-online-in-48-hours.com/blog/2004/09/be-credible-to-be-incredible.html

Marketing Ideas, News and Thoughts