If you were trying to sell me a jacket based on the fact it’s a designer label, you wouldn’t make a sale.

If you were trying to sell me a jacket based on the fact that it’s on sale, you probably wouldn’t make a sale.

If you were trying to sell me a jacket based on the fact that part of the proceeds go to charity and that it’s sweatshop free and made with locally-sourced materials, you’d probably make a sale.

It could be the same product or service, but if what I care about doesn’t match up with what you’re selling me on, we might as well be speaking different languages.

So you can focus on finding the people who do value what you bring to the table and already speak your language, or you can meet people where they are and seek to talk to them about value in a language they understand.

Either way is fine, just make sure you’re clear on the different challenges involved with each.