Aren’t you trying to be better than them though? People need to know that they are saving money with your new and unproven service that could go awry in so many ways.
People buying consumer products typically believe in price signaling. We've actually had clients believe in our services much more at full price than when we were discount a couple months ago.
The default question when we charged a discount price was - "but what am I missing out on if I choose you?" - and even when we said "Nothing!" clients bought into the discount pricing signal already and could not be swayed. This question is never asked at full price
