Here’s a controversial thought – most customers are less concerned about price than small business owners. 

“But don’t customers always ask for discounts?”

Small business owners obsess about price, with the result that they plant the thought in customer’s minds by constantly talking about it. 

What customers really care about is value. They are willing to pay a fair price as long as they get value. 

So if you want your marketing to be effective, you need less talk about discounts. Instead, focus on the value you deliver to your customers.