Do you offer gifts or bonuses to customers and potential customers? While everyone likes getting things without paying for them, bonuses mean more when customers realize the value of the thing they got at no cost.
When you give customers an extra product or service, or a special gift such as a booklet or audio tape, make sure there is a price attached to it. For example, you might invoice for the entire cost of a service, then apply a credit to the invoice for the value of the giveaway. This is a vivid reminder to them that there is an associated cost, but they didn’t have to pay it!
Physical products may have a price tag or printed price on them. I print prices on booklets I use as promotional giveaways or bonus with purchase, even though these booklets are typically not sold separately. The point of the price is not to create an artificial value, but to demonstrate that the customer got something worthwhile without paying the price.
Help your customers see what the things you give them are worth!