But appeal to them you must if you want a big catch from your small ads. This means making your bait from your biggest benefit. DON'T tell your fishy friends about you and your company. DON'T tell them how many functions your widget has. Tell them how your widget will make things better, more profitable, or easier.
Some fishermen think really shiny false lures, like bits of tin foil, pull in the fish.
They might dazzle a few with hype and get a bite, but it's not worth trying. Word soon gets round that it's just tin foil. Then the fish are going to avoid those shiny hyped hooks like the plague. And that's really going to hurt profitability. Trust and credibility are the key things for long-term success as a cyber fisherman.