Creating a Profitable Small Business Without Discounting: New Business Book Named to NYT Best Sellers List

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Worth Every Penny: Build a Business that Thrills and Still Charge What You’re Worth, a new book for small businesses, hit #4 on the New York Times Book Review Best Sellers List on May 13, 2012. The book, written by MBAs and marketing experts Sarah Petty and Erin Verbeck, teaches a radically different way to run a small business that doesn’t rely on slash-and-burn wars with competitors.

In this tough economy, small business owners are struggling to keep their doors open. According to the Small Business Administration, over 550,000 small businesses close each year. So, when business is slow, the go-to practice for many small business owners is discounting to attract customers. They run a sale, send out a postcard with a coupon or do a deal with Groupon to get people in the door, not realizing the harmful long-term effects these actions have on their company.

Sarah Petty, small business owner and founder of The Joy of Marketing, an online marketing company that helps small businesses, noticed this dangerous trend and realized the need for an alternative.

“Over and over, I see people get caught up in the discounting game in their small businesses,” says Petty. “Talented people start up businesses and become reactive, only to one day look up and realize that their phone isn’t ringing. So what do they do? They have a sale, advertising to the world that their products are now half off. But they don’t fully realize what a sale does to their business in the long run.”

That’s when Petty teamed up with her business partner Erin Verbeck to write "Worth Every Penny: Build a Business that Thrills and Still Charge What You’re Worth", a book that teaches boutique businesses how to stop slash-and-burn price wars with competitors and still become profitable.

“Discounting attracts price‐sensitive buyers who don’t value what they do and fight them every step of the way on price,” says Petty. “Ultimately, the business owners are working twice as hard to make half as much. That’s why we wrote "Worth Every Penny": to show small business owners that there is an alternative to discounting that allows them to do what they love, and still charge what they’re worth.”

"Worth Every Penny: Build a Business that Thrills and Still Charge What You’re Worth" was released on April 24, 2012 and was announced as #4 in The New York Times Book Review Best Sellers Advice, How-To and Miscellaneous, Hardcover section on May 13. The book was also listed #1 on the USA Today’s Money Best Sellers list and #2 on the Wall Street Journal Hardcover Business Best‐Selling Book list for the week that ended April 29, 2012.

For more information on "Worth Every Penny: Build a Business that Thrills and Still Charge What You’re Worth", visit    

Founded by marketing expert Sarah Petty, The Joy of Marketing teaches small business owners how to compete without discounting through meaty marketing education and helpful business-building tools. For more information about The Joy of Marketing, visit or subscribe to their blog for weekly marketing tips and strategies.

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Becky Mast
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