Why should we hire you if the other one is cheaper?
Being compared on pricing is painful.
But that’s the nature of the game. The prospect is looking for the cheapest option.
Unless…unless… you have primed them. Unless they have an irrational pull towards you.
This irrational pull makes them willing to pay a premium. When you prime your audience, you don’t get lost in the noise. You are not a commodity anymore.
You stand for something, and you stand against something. This unique POV helps you resonate with the audience. Not everyone, but someone.
This priming is possible through a personal brand.