Value Judgements.

Making general quality claims is bad enough. But as soon as you mention pennies and have the timerity not to mention what you'll be charging the customers, you've definitely lost them. How do you know what they consider to be good value?

They're the customers' pennies you're talking about, not yours. Customers judge value, not you. Don't tell them that you provide value for money, just make sure you do so unquestionably.


Addendum: Stella Artois' "reassuringly expensive" is the line they surely wish they could have used.