Fluffing it
The first rule is always: Be honest. Yes: It is OK, to look a little bigger than you are, but here is a piece of awkwardness I found on a tattoo web page:

"Due to the large volume of orders as of late new machine orders will take approximately six weeks to ship."

Well: good for this business…. only there were a few strange things…. If it looks like bullshit, and it smells like bullshit…. yes: then it most likely is.
Taking a closer look at that page I found the proudly presented counter at a little more than 2,500 visitors in total. So let's be generous and say, that the page has 100 page views per day. My experience is, that you make a sale about every 500 visits, that is IF you have a good product, that everybody wants.
This counter was on the main page, not even on the page with the tattoo machines. But even if every visitor of the page would have went to the page with the tattoo machines, he could not have sold more than five. (Knowing a bit about these particular items I dare to say, he did not even sell two so far.)
His PSP was PayPal, so I went there and right: He was a new member without a feedback as seller and registered since less than a month.
So he needs six weeks to ship an item, which he probably did not even sell yet. My guess is, he does not even have it in stock and needs to order it himself as soon as he gets an order in. But he tells his visitors about that "large volume of orders".
Apart from the fact that ANY maker of tattoo machines would flip over backwards at a large volume and get them done in no time, you can trust me on this: tattoo machines just don't sell like that.
So say it with me: "Bull-shit."
And very obvious.
Everybody who is somewhat net-literate can find out stuff like this in less than five minutes. If he had said, that he is just starting up with tattoo machines, and that he has to order them from his wholesaler, it would have been much better.
Besides that: Six weeks delivery time is a time period, which you should not even think about. I'll write about this a little more in another chapter.

Don't hide the fact that your page is new. If somebody wants to buy your goods, and only does a small background check on your page, he/she will find out in less than 5 minutes, that your page is new. So never advertise with experience you don't have. On the contrary: Make a point that this page IS new (it does not necessarily mean that YOU are new to online business as well). You can start with nice opening specials on a new page and everybody knows, that a new business is always more eager to please it's customers. Point this out with an extra set of friendliness and customer service. Answer ALL email requests that are somewhat serious, take the time to answer emails, even if the question you get is covered in your FAQs already. (Till this day I copy/paste a lot from my own FAQs and send it in an email.