Honestly and simplicity are the best policy. Don't bs, don't overpromise, own up to your failure, and follow-through on the things you say you'll do (and it will be easy to do this if you are honest about what you can / can't do)
Favorite book: 7 Habits of Highly Successful People; the title sounds like a business book but it's really about how to be a better person / friend / parent / colleague / etc