When you want to position your business most effectively, you need to understand, very clearly, what hurts? by which I mean, you must deeply understand what is the #1 pain of your target market, and you must be able to speak directly to that pain.

Your potential clients are seeking a solution to their problems, and your marketing and sales process will be easier if you can speak directly to what hurts, in their own language, and using their own terms. When your potential clients feel heard and understood, they are less likely to be thinking about price.