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. You start building these the moment the fish spot your bait. You'll have to wait for my last article in this series, Landing Your Catch, to find out just how important this can be.