Had to change the subject to include "Advertising" because I believe in staying on track. There will be as many secrets revealed as there will be replies to this thread but I will attempt to express, what I feel, are only a handful of key points, not really secrets. Here they are:
1.) Having customers, & clients in my network that speak positively about the the integrity of the product and  my efforts.
2.) Be connected to editors, webmasters and reps who go beyond the call of duty to give a little extra effort to  break the inertia of the staus quo. This is getting more and more rare because these types are primarily in it to line their own pockets not realizing they would expand their revenue if they  gave a bit more than the minimum required.
3.) Longevity of the advertising environment. If the web site disappears after six months, it may give the impression that your product won't be around long either.

I'll let others add to the list.