You might disagree with me, but I believe that your customers are less concerned about price than you think.

That doesn’t mean they don’t care about price – just that they care less than you think.

Customers have problems. And they want solutions to those problems. If you can provide them, they’ll gladly give you money.

So why, then, do customers keep haggling about price? One reason might be that they’re not convinced they have a problem. Another might be they’re not convinced you have a solution.

When you do marketing, shift the focus from price to value. That way, you’ll give yourself the best chance of making customers realise they do have a problem and you do have a solution.