These are my highlights from Dan Kennedy’s No B.S. Price Strategy. I highly recommend buying this book and reading it for yourself, but until then, this should get you going.
Most business owners are failures at price strategy, to an extent they are unaware of. That ignorance might be bliss, but it’s very costly and hazardous to one’s wealth. When I say they fail at price strategy, I mean that they fail to use price as a positive marketing tool and path to advantage. I also mean that they fail to create the greatest possible profit in their business.