I am sure there is a time and place for discounts, but I think that generally, they devalue your brand and will eventually cost you more than you gain.
The fact is, people will pay for value. If they understand the value you are promising and then you deliver on that promise, you will attract the kinds of customers that are good for your business.
Yes, you say, but nothing stands out--and makes your business stand out--like a good discount. How can you attract new customers without them?
Here are two ways. First, perhaps you can promote an inexpensive, no-frills "entry-level" product or service, one that allows a potential customer to try you. At Adams Jette, for example, we offer an inexpensive newsletter service. This allows our new clients to see what we can do without them having to spend a lot of money.
Here's another suggestion: offer something for free. Yes, this costs--all forms of advertising cost something--but it doesn't devalue your brand. Again, they get to sample before they buy--at a fair price. Here, as another in-house example, we will provide a short, high-level--but absolutely valuable--analysis of an organization's website.
People love free stuff. And when they try yours, it allows you to make a very important connection with them. And we all know successful businesses are built on relationships, right?
