That cheaper competitor with the massive budget?
They’re not your biggest problem.
Your reaction to them is.
The moment you see them show up—flashy ads, lower prices, louder messaging—you feel it.
Tightness in your chest.
That little voice that whispers, “Uh oh… here we go.”
And before you even realize what’s happening, you start changing things.
Lowering your prices.
Second-guessing your offers.
Dialing yourself down to “stay competitive.”
I’ve been there.
It’s one of the fastest ways to quietly sabotage a business that was actually working.
The Day I Realized I Was Playing the Wrong Game
There was a point in my business where I was objectively really good at what I did.
Not “pretty good.”
Not “getting there.”
I was THE BEST in the industry.
I was saving clients from five-figure mistakes.
Delivering quality work faster than industry standards.
Building systems no one else was even thinking about yet.
And still…
I was watching what everyone else was doing.
Especially the cheaper ones.
Especially the louder ones.
I assumed that they were all more successful than me. That they had figured out some sort of secret that I hadn’t yet.
I thought they were the competition.
So I started playing their game.
And that’s where things went sideways.
Here’s the Truth Nobody Wants to Admit
Not everyone buys on price.
Read that again.
If you don’t believe that yet, you will keep shrinking every time someone cheaper shows up.
The cheaper competitor?
They’re not stealing your clients.
They’re filtering them.
They’re attracting:
The tire-kickers
The “just shopping around” crowd
The people who will question every invoice
The ones who disappear the second something cheaper pops up
Let them have them.
Seriously.
Those were never your people.
What Your Best Clients Are Actually Looking For
Your best clients—the ones who:
Pay on time
Respect your process
Trust your expertise
And don’t make you want to throw your phone across the room
They’re not sitting there thinking:
“Who’s the cheapest option?”
They’re thinking:
“Who feels like they actually know what they’re doing?”
That’s it.
That’s the whole game.
And that’s where most businesses in this messy middle get stuck.
They’re trying to be everything to everyone, instead of becoming irreplaceable to the right people.
The Real Problem Isn’t Competition. It’s Positioning.
You don’t have a competition problem.
You have a positioning problem.
Because when your brand:
Sounds like everyone else
Looks like everyone else
Prices like everyone else
You become… guess what?
Comparable.
And when you’re comparable, the cheapest option wins.
Every time.
Why Cheap Competitors Only Win When You Blend In
Cheap competitors don’t win because they’re better.
They win because you’re unclear.
Unclear messaging.
Unclear positioning.
Unclear value.
So the buyer defaults to the only thing that feels concrete:
Price.
The Shift That Changes Everything
The moment you stop trying to compete…
And start building a brand that actually feels different…
Everything shifts.
Because now:
Your messaging attracts your ideal clients
Your visuals build trust instantly
Your pricing makes sense instead of raising eyebrows
And suddenly, those “cheaper competitors”?
Aren’t even on your radar.
They’re no longer relevant to your buyer.
This Is Where Most People Get It Wrong
They think the answer is:
More content
More marketing
More effort
It’s not.
It’s alignment.
Your brand, your messaging, your pricing, your offer—
They all have to tell the same story:
“This is premium. And it’s worth it.”
When that story is clear people don’t hesitate.
They lean in.
Welcome to the Messy Middle (You’re Not Alone)
If you’re reading this thinking:
“I’m too experienced to be this stuck… but here I am.”
Yeah.
You’re exactly who I wrote this for.
The messy middle is where:
You’re booked… but don’t feel profitable
You’re good at what you do… but don’t know how to position your business like it
You’re working hard… but don’t see the results of your efforts
And it’s frustrating as hell.
Because you know you’re capable of more.
You just can’t see what’s actually holding it all back.
The Fix Isn’t Hustle. It’s Structure.
This is exactly why I created Brand Masonry.
This is not another fluffy branding guide.
It’s not a “pick your colors and write a cute bio.”
I’m talking about the real stuff:
Fixing your positioning so you stop competing on price
Aligning your messaging so clients know you’re the person to hire immediately
Building a brand that filters for the right people and repels the wrong ones
Right now?
Your low prices—or unclear positioning—aren’t just failing to attract the right clients…
They’re actively pushing them away.
(That’s not a guess. That’s literally how buyer psychology works.)
Here’s the Line You Need to Decide On
Are you going to keep:
Watching your competitors
Adjusting your prices
And hoping it somehow works out?
Or are you going to:
Build a brand so clear, so confident, and so aligned…
That the right clients choose you without hesitation?
Your Move
If this hit a little too close to home…
Good.
That means you’re ready.
👉 Grab Brand Masonry and fix the real problem:
Grab Your Copy of Brand Masonry- Instant Access!
Or if you’re the “I don’t have time just fix it for me” type start with our MAVERICK Audit:
Sign Up for the MAVERICK Audit
But whatever you do?
Stop playing small just because someone else decided to play cheap.
You didn’t build this far to be overlooked.
And you definitely didn’t build it to compete on price.