Being honest and actually caring about your customer is paramount to running a successful and long running business. Especially if you are a small local business. Word gets around quick if you are being a dishonest and mean person. Unless there is no where else that they can get their goods in town, then most likely those customers will leave you. Being honest applies to your marketing as well. Yes, a well-crafted phrase and catchy graphics might bring them in initially, however, if you were being outright tricky with your marketing offer from the start, customers will know and they are very unforgiving