Customers don’t automatically see your value — you have to show it. In this episode of Main Street Matters, Patrick Keiser continues our series inspired by Thomas Nagle’s The Strategy and Tactics of Pricing with a focus on one of the most important — and often overlooked — parts of pricing strategy: how to communicate your worth clearly, consistently, and confidently.

As Nagle writes: “Value must be perceived to be realized.”

In this episode, you’ll learn:

If you’ve ever struggled to explain why your store is “worth it,” this episode will help you master the language, visuals, and confidence that turn clarity into profit.

Keywords: independent retail, small business pricing, value communication, customer experience, retail storytelling, pricing confidence, Main Street marketing, The Strategy and Tactics of Pricing