I hear this all the time. Two business owners, same city, same industry, but completely different stories.

Owner A says the market is dying. Customers only care about price, competitors are cutting each other’s throats, and there’s no money left in it.

Owner B says business has never been better. Phones are ringing, demand is high, and they’re making more than ever.

So what’s the difference?
It’s not the market. It’s mindset. And it’s marketing.

Owner A: The Price Fighter 💸

Owner A doesn’t believe in marketing. Or at least, they think marketing is some kind of gamble. “I tried it once, didn’t work.” So they stop investing.

Instead, they go for the “free” stuff: posting on Kijiji, blasting offers in random Facebook groups, maybe throwing together a flyer on Canva.

But here’s the problem: the way they market is the way they shop. They’re bargain hunting. And guess what kind of customers that attracts? Bargain hunters.

👉 Here’s the typical Price Fighter customer journey:

• They’re not Googling for the best company. They’re digging around in Facebook groups or classifieds, scrolling for the cheapest deal.

• They open a dozen tabs, message five businesses at once, and the first thing they ask is: “What’s your price?”

• They haggle. They compare. They stall. They try to beat you down on every dollar.

• Finally, they book with whoever caves the most.

• Next time, they repeat the same routine with someone else.

These customers are a nightmare. They don’t care about quality. They’re not loyal. They take forever to close. And when they do book, they’re usually the hardest to deal with.

And it’s no coincidence. Owner A spends their own time bargain hunting for customers, so they attract customers who spend their time bargain hunting for services. Both sides are wasting hours for the cheapest possible outcome.

That’s why Owner A is stuck in this loop of low margins, stress, and burnout.

Owner B: The Market Leader 🚀

Owner B looks at marketing differently. It’s not gambling. It’s not “throwing money away.” It’s an investment.

Instead of trying to do it all themselves, they delegate. They hire professionals, they run ads, they invest in SEO, they get their brand looking sharp.

So when a customer goes looking, they’re right there. First page of Google. Professional site. Good reviews. Easy to book.

And here’s the thing: their customers shop the same way they do. They value time more than pennies.

👉 Here’s the typical Market Leader customer journey:

• They open Google, type in what they need, and click the top result.

• They check reviews real quick. Looks solid.

• They pick up the phone or hit “Book Now.” Done.

• They don’t haggle. They don’t compare. They’re busy, they want it done right, and they’re happy to pay for convenience.

• Next time, they don’t even look around. They just call the same company again.

These customers are loyal. They’re easier to deal with. They pay more without blinking. And they’re the ones sending referrals your way.

Owner B doesn’t just make more money — they make it with less stress, better clients, and a business that grows instead of grinds.

Time vs. Money

This is the real difference.

• Price Fighters spend time instead of money. They waste hours chasing bargain hunters, and they attract people who do the same.

• Market Leaders spend money on experts. They save time, make the money back, and attract customers who also value their own time.

You attract who you are.

Two Totally Different Realities

This is why Owner A swears the market is dead, while Owner B says it’s booming.

• To the Price Fighter, everyone is broke and impossible to please.

• To the Market Leader, the market is full of busy, profitable customers who just want it done right.

Both are right — because that’s the reality they built for themselves.

Most Business Owners Are Price Fighters

Here’s the truth: most business owners fall into the Price Fighter category.

Not because they’re bad at what they do — but because nobody’s shown them another way. They think marketing is too expensive, too complicated, or that it just doesn’t work.

But it’s not rocket science. It’s not even that expensive.

From where I sit as a marketer, most local markets aren’t competitive at all. They just look that way when you’re in the weeds. In reality, the vast majority of business owners are stuck in the Price Fighter mindset.

And that’s why even a small investment in marketing can completely change the game. I’ve seen businesses go from invisible to dominating their market with investments so low it would blow your mind.

It’s not luck. It’s not the economy.
It’s mindset.
And it’s marketing.