Sales and discounts can bring people in the door — but they can also quietly eat away at your profits and your brand. 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 practical look at how to design promotions that drive results without eroding your value.

As Nagle reminds us: “Discounts should reinforce value, not replace it.”

In this episode, you’ll learn:

• Why random discounts train customers to wait for sales — and how to stop the cycle
• The five true purposes of a good promotion (and how to align each with your goals)
• How to reward loyalty, move inventory, and celebrate occasions without hurting margins
• The difference between discounting and adding value — and why it matters
• Three simple ways to start running smarter, more intentional promotions this week

If you’re tired of feeling pressured to mark things down, this episode will help you plan promotions that strengthen your brand, reward your best customers, and keep your profits healthy.

Keywords: independent retail, small business pricing, retail promotions, discount strategy, purposeful marketing, value-based pricing, Main Street marketing, The Strategy and Tactics of Pricing

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:

• Why even great products and service can go unnoticed without strong communication
• How to express value without sounding “salesy” or defensive
• Practical ways to show value through signage, storytelling, packaging, and staff language
• How to build confidence in your pricing and help your team do the same
• Three small changes you can make this week to make your value visible — and your prices feel natural

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

Big-box stores and online giants can always go lower — but independent retailers can always go better.

In this episode of Main Street Matters, Patrick Keiser continues our series inspired by Thomas Nagle’s The Strategy and Tactics of Pricing with one of the most important topics in retail: how to win customers without racing to the bottom.

As Nagle reminds us: “Competing on price alone is a strategy for those who cannot compete on value.”

In this episode, you’ll learn:

• Why lowering prices rarely leads to loyalty or profit
• How to identify your true sources of value — expertise, service, trust, and community
• Ways to communicate value clearly so customers understand what makes you different
• How to respond when customers mention cheaper competitors — without apologizing for your prices
• Three simple steps to start building a value-first mindset this week

If you’re tired of feeling pressured to match online discounts, this episode will help you reframe competition, strengthen your confidence, and focus on what truly makes your business worth choosing.

Keywords: independent retail, small business pricing, value-based pricing, pricing strategy, customer loyalty, retail differentiation, Main Street marketing, Thomas Nagle, The Strategy and Tactics of Pricing