I know I have the body of a weak and feeble woman; but I have the heart and stomach of a king, and of a king of England too...
-Queen Elizabeth I
Is there something about your product or service that your customers and prospects may have doubts about? As we see from Queen Elizabeth I, it is best to just get it out in the open and counter it. When you try to hide something and then it is later revealed it looks bad. When you are proactive you have the opportunity to set the narrative and the message.
An example of this is Avis Car Rental, "We're Number Two, And We Try Harder". Instead of letting the competition brand them in second place they claimed it and were able to leverage it.
Or as George Bernard Shaw said:
“If you cannot get rid of the family skeleton, you may as well make it dance.”
Don't be afraid to be honest about where your service may be missing something.