There are many ways to influence customer behavior. Manipulations such as lower prices, peer pressure, fear, and novelty can bring about short-term gains. But they will also make for short-term customers.
If you want to create devoted, lasting customers, you need to inspire.
“People don’t buy WHAT you do, they buy WHY you do it”
When a customer is inspired by what you believe—the WHY of your organization—then the relationship is reinforced with trust. These customers can be fanatically loyal; they may turn down better prices from your competitors, in fact they may not even look at pricing at all.
Your competition can copy WHAT you do, and even HOW you do it, but they will have a hard time copying WHY you do it.