Careful. Michael's been hitting the MMA gym.
I don't think there is too much wrong with using words like "budget" or "affordable" (which is a much better ambiguous term) as long as your number goal is not trying to be those things. My service is very affordable for the people that want peace of mind and a seemless, pleasant transaction. That makes my company inexpensive in terms of value. Which is, as the preacher tells the choir, what its all about.
Budget, get your hands on every book, article and website you can about sales and marketing. Read E-myth ten times. Write a business plan and include what your role will be in the company today, tommorow and five years from now. Make your number one priority getting out from behind the wand. If you do those things, everything else will fall into place.