Add Value but also Sell it really well

I sometimes feel the tension between wanting to add the best value to my customers that I can, but also making sure that my price point is high enough to maintain a decent profit margin.

Sometimes I get frustrated when I see other digital sellers offer lower quality products/services but selling it for more with lots of big promises that are a bit unrealistic. I think, why do people fall for that? But I guess they do. And it seems it may be easier at times to just offer lower quality and just sell it really well, but I'm not completely comfortable doing it.

I don't like to offer less than what I know I can reasonably provide, in other words, the best value I can give for my time/money. But I also have to only do what's reasonable for the price, and not waste time doing work for pennies.

I see seminars and books on topics like 'work less and get paid more' or 'how to sell at a higher price and make your customers love you for it.' I admit I'm attracted to this idea, but have found it hard to actually implement in real life. Perhaps I still have much to learn in this regard. And, ultimately, I think it's a balance, and we all have our own comfort level with price/value.

In the end, I think it's best to offer a great value, but also learn to sell/market it really well. Because if you have two similar companies, it's the one which sells/markets themselves better which will win.

Your thoughts?