My peer, good friend, and the one I call when I need my head cleared - Value Mastery Coach, A.M. Williams joins me to weigh in on this topic.

"A $1000 value for the price of $500".  These kinds of ads really tick me off.  This is a pet peeve of mine so forgive the rant.  Another comment I hear that annoys me is, "charge what you are worth".  There IS a difference between price and value and many understand it inherently, but seem to ignore it when it matters.

PRICE is a reflection of the marketplace.  The cost to produce, price competitors charge, price the market will bear, target market, packaging, celebrity endorsements, and so on, can influence and impact price regardless of value.

Value is PERCIEVED by the beholder.  One man's trash is another man's treasure, and that has everything to do with value. Once you understand that value is perceived and is not the same as price, you will market better, price better, and know that using a discount feature is simply a pricing strategy and not necessarily, a value devaluing strategy.