I was talking to a business owner who told me he wanted to put his hourly rate right on the home page under his phone number. I asked why and he said, “Everyone that calls just asks how much as soon as I pick up the phone.” There’s a reason for that. The price is the only differentiator that his prospects are seeing because he hasn’t offered anything else.

When you don’t market your business with some unique service, process or product then your customer has to resort to measuring you against your competition based on price. And as John Jantsch likes to say, “There’s always someone else willing to go out of business first.”

This is a huge reason why you want to have something in your marketing that tells people exactly WHY you’re different and why they should choose you. Let’s face it. There are lots of small businesses out there and competition is healthy in most industries. Customers have the internet, access to reviews and social media where they can gather lots of background research before they walk through your door or call you on the phone. If you’re not telling them why your business is better, they’re going for the common equalizer: price.

By telling your difference, you attract exactly the type of ideal customer that values what you offer and is willing to pay for it. Doesn’t that sound like a better experience for everyone?