Cheaper Doesn't Work in the Horse Business

Seth Godin makes a good point about being cheap as a marketing strategy here.

He writes, "Cheaper is the last refuge of the person who's not a very good marketer.

Cheaper is easy and cheaper is fast and cheaper is linear and cheaper is easy to do properly, at least at first.

But cheaper doesn't spread the word (unless you are much cheaper, but to be much cheaper, you need to be organized from the ground up, like Walmart or JetBlue, to be cheaper).

They are, you're not."

So you are not Wal*Mart!  You aren't even selling retail goods.  You are selling service. BLT-Boarding Lessons Training.  And best of all Wal*Mart will never be your competitor.

Which means that your prices don't have to be the lowest. Never the lowest price, always.

Market you.  That is what your clients will pay for.  Your brand is only available from your business.

Get out of the cheap seats, and find clients who want your brand. 

They are out there. 

You may not have found all of them yet because you haven't been looking.