To de-emphasize price, look for ways to increase the perceived value of the purchase and decrease the perceived cost.

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This is a commonly used marketing strategy called "value proposition," where businesses focus on highlighting the benefits and value of their product or service to customers rather than just the cost. By doing so, customers are more likely to see the purchase as worth the price and feel more satisfied with their decision.

To De-Emphasize Price, Look for Ways to Increase the Perceived