13. How can I stand out from my competitors without lowering my prices

Let’s talk about something that comes up all the time in coaching conversations: How do I stand out when everyone around me is charging less?

It’s tempting to believe that the only way to stay competitive is to slash your prices. But here’s the truth: dropping your rates might bring in more people, but it rarely brings in the right people. And worse—it can hurt your brand, your margins, and your mission in the long run.

In this episode of the Higher Purpose Marketing Strategy podcast, I unpack how to position your business as the best choice for your ideal customers—without cutting your prices to do it.

The Problem with Price Wars

Here’s why racing to the bottom doesn’t work:

• You attract the wrong audience. Bargain-hunters aren’t usually loyal customers. They’ll leave as soon as someone cheaper comes along.

• You devalue your brand. If your pricing screams “cheap,” it’s hard to be seen as high-quality or trustworthy.

• You limit your growth. Tiny margins make it hard to reinvest in your business, your people, or your purpose.

The truth is, most customers aren’t looking for the cheapest option—they’re looking for the best value. That’s where your unique selling proposition (USP) comes in.

What Makes You The Choice, Not Just A Choice?

Your USP is what sets you apart in the sea of “me too” businesses. It answers the question: Why should someone choose you over someone else?

Here are some USPs that work especially well for service businesses:

• Specialized Expertise: You serve a very specific audience with tailored solutions.

• Exceptional Service: Your clients feel seen, heard, and over-served in the best way.

• Speed & Simplicity: You make it easy for clients to get results quickly.

• Signature Method: You’ve created a unique process that no one else offers.

• Risk-Free Guarantees: You take the fear out of the buying decision.

• Convenience: You show up when others won’t—with flexibility that matters to your client.

If you’re not sure what your USP is yet, ask yourself:

• What do I do exceptionally well?

• What frustrates my ideal clients about other options?

• Where do I get consistent compliments or referrals?

• What kind of results do I love helping people get?

Now Let’s Talk About Marketing That USP

Once you know what makes you different, you need to share it—and not just once.

Here are a few creative ways to highlight the problem you solve:

• Client Stories: Share testimonials and case studies that show transformation.

• Before & After Scenarios: Paint the picture of life before and after working with you.

• Day-in-the-Life Content: Speak to the real struggles your audience faces.

• Q&As or Live Sessions: Use your voice to show authority and build trust.

• Educational Content: Don’t just sell—teach. It positions you as the go-to expert.

Don’t forget: people buy when they feel understood. So speak directly to their challenges and make it crystal clear how you can help.

Show Up Like the Brand You Actually Are

When you stop competing on price and start owning your value, it shifts everything. Your branding should reflect that. Your customer experience should reflect that. And your sales conversations should, too.

Ask yourself:

• Does my branding communicate what makes me different?

• Do I need to shift who I’m targeting to align with my USP?

• Are my sales conversations focused on solving a problem, not just pitching a service?

The best way to stand out is to be crystal clear about who you help, how you help, and why your approach works. That’s how you attract clients who value your expertise and are happy to pay for it.

Want help getting that clarity?

Grab my free 40-minute video training: 10 Reasons You Aren’t Standing Out from Your Competition. It’s packed with practical advice to help you own your message and show up with confidence.