Fool me once, shame on you. Fool me twice, shame on me. There is a tremendous amount of wisdom in those two short sentences. Nearly every day someone with less than pure motives is trying to fool you to one extent or another. Advertising is the most common way people are fooled. Do you think ads always tell you everything you need to know about a product or service? The best measure of that is the number of repeat customers. How many times have you bought a product or service that didn’t earn you as a repeat customer?