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Kevin C. Whelan

Marketing Strategy Advisor and Mentor

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June 5, 2021

Cheap advice doesn’t sell

I recently purchased a book called Priceless: The Myth of Fair Value (and How to Take Advantage of It).

When I got the book, I opened a random page and found this passage:

Excerpt from the book, Priceless

The passage struck me.

It reminds me that people with real challenges don’t want the cheapest option. Cheap means you probably won’t really be able to solve my problems.

Instead, they want the option that corresponds to their desire to achieve an outcome.

Assuming you can actually solve your clients’ challenges, it’s your duty to price accordingly. Otherwise, people will simply assume your work is no good.

And they will probably be right.

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