Put a little twist on Tree Ace's idea and went with "providing a higher level of service at an affordable price". Simple and to the point. I'm with most of you here, not the cheapest and don't claim to be.
Cheers, bro. I've just started telling customers that all the time. I don't get a ton of work off that line but the ones I do get make sure to tell everyone they know about me. #### it, I do good work, the yard is nice and tidy when I'm done, my insurance and equipment is all in order, they're gonna pay for that ####. Lord knows I do.