Never underestimate the power of "word of mouth". Make sure every customer is thrilled with everything you do. When you mess up, go out of your way to fix the problem and that customer will send you even more customers. If you send away an unhappy customer, you've really messed up. I know this is true because I get calls from people who are unhappy with my competion and they sure like to talk about it!
The policy of being too cautious is the greatest risk of all. - Nehru
It's doubly true of small businesses.
Thanks for your input.