Should I discount my books to reach more buyers?

Should I discount my books to reach more buyers?

Hi, my name is Jason Crawford. I'm the Creative Director for CCS Marketing - a Tampa based marketing company (ccsmarketing.com). My wife often asks me questions about how to market her books better, what she should be doing online, whether or not her book covers suck, etc. As a good husband, I freely offer my opinions (lol).

Today, she came to me with a question from some of her friends in her circle of author-friends / author community as they're throwing around this question. So, she remembered something I had said, "never discount your services. Give them away as a gift, or walk away but don't lower the value by discounting it." Then she was trying to get me to explain WHY.

So, here's our deep-dive into the reasoning behind that question and answer, and some nuanced applications. If you're watching this, I hope it helps you.
I understand why you might not want to pass this along if you find it helpful and you're competitive. But, it would be appreciated - haha!

Jason Crawford:
YT: @ONE REAL JAC
FB/IG: @onerealjac