Your customers have problems. And they want solutions to their problems.

That’s why they’re contacting you. And that’s why your business exists.

Your customers aren’t contacting you to get a bargain. And your business doesn’t exist to give bargains.

So why do you keep talking about bargains in your marketing?

Of course, if customers can get a solution and a bargain, they’ll gladly take both. But if they have to choose just one of those things, they’ll generally choose the solution.

That’s why your marketing should focus on value (solutions) not price (bargains).