@verticalvideoguy: You want people to choose you? You have to press your advantage. You can't always be the cheapest. You can't always be open 24 hours a day, seven days a week, 365 days a year. In my business, we call this a kill sheet. We literally create the sheet of when a competitor uses this line, what would you say to counteract them? You have to figure out where you can compete, find the place that you have an advantage and talk about those things. People do not mind to pay more for great customer service or great tasting food or great service. That's why a Lamborghini costs more than a Kia.