There's a small family-owned deli in our neighborhood that specializes in very high-quality foods.  Janet and I like to go in there just to smell the variety of aromas that waft through the air.  They import exotic cheeses and meats from obscure producers in the farthest corners of the world.  It's fun just to read the labels, even if we're not willing to splurge on an expensive treat.  This deli also offers reasonably priced soups and sandwiches for lunch.  We went there for lunch last week and they had two special sandwiches; a crab roll and a pulled-pork sandwich.  I'm a sucker for barbeque and I thought, if this place is selling it, it must be good.  I asked the owner about it and he said, "Well, we're not a "real" barbeque joint, but it's the best we could do.  It's okay."  He actually talked me out of ordering it.  Janet, however, ordered it and shared a bite with me.  It was delicious and I wish I'd ordered it.  When I challenged the owner on his description, he said he was just trying to be honest about it.  I certainly appreciate honesty, but I wonder why he even offered it for sale if he didn't believe in it and, if he was going to offer it for sale anyway, why not come up with a positive (and honest) description.  For example, instead of saying what it's not, he could have said what it is:  "Our pulled-pork sandwich is a fresh, tender roll piled high with slightly spicy, slightly smokey shredded pork.  I really like it and we sell a lot of them."  See the difference?  It's the same sandwich, it's definitely not being oversold, but I'd certainly buy one off of the second description.  The first description, however, made me not only avoid the barbeque, but it even made me question the quality of the rest of their food.  If you feel the need to make excuses for what you're selling, don't offer it for sale.  If you're going to offer it for sale, describe it accurately and in a positive light.  Your customers come to you because they already believe in you and your business.  Always reinforce their decision to do business with you.