Tim opens with a lesson pulled from a video on premium pricing: charge outside your expected category (like $95 afternoon tea at Panera instead of the Ritz) and people don't just hesitate, they get angry, because pricing signals what category you're supposed to be competing in.

That leads into a deeper conversation on repositioning: instead of selling "SEO," could they sell strategic consulting first, building trust and anchoring a bigger package before the client ever commits to the full service.

The episode closes with a clear directive for the week: start speaking directly to multi-location businesses in their ads and content, since local rankings at scale is a real, expensive pain point for that audience, and one Helium's tech is well-suited to solve.