The number one aim of your customers is NOT to spend as little as possible.

How do I know? Because if the number one aim of your customers was to spend as little as possible, they wouldn’t be speaking to you about making a purchase – because, after all, it’s impossible to spend less than $0.

The number one aim of your customers is to solve a problem. And they’re willing to pay you money to solve that problem.

So when you do your marketing, focus on your customers’ number one aim – getting their problem solved. Don’t focus on price, which is a lesser aim.