I've been in too many conversations lately where people confuse valuewith price. Price is price. Value is what you get for the money.Consider what Microsoft is doing with their reality campaign that showsa consumer searching for the computer that has the exact features thatthey want.

Of course, the consumer chooses a PC over a Mac, ultimately becauseit's at least $1,000 less. But, Microsoft doesn't lead with the price,even in the current environment. They lead with features and then bringprice in -- that's true value messaging. If they just talked about theprice of the typical PC, the value of the product would diminishquickly. If you feel a need to lower your prices to generate traffic be careful of the long-term implications -- remember to highlight the features and benefits that made you successful in the first place.