Getting established by offering big discounts in ads or special sales notices is not in your best interest. The problem is that when you get business by being inexpensive when a customer refers you to another person that person will looking for the same discount. Over time your discounted price becomes your regular price. Referrals are and should be a good path to more business so don't mess up that opportunity. Also, people looking for deep discount specials shop that way. They are not going to come back to you for more work unless you offer the discount. They have no loyalty. They just want cheap. Finally, you do not want to be seen as a photographer that has to discount to get business.
The Real Business of Photography
The Photographer's Guide to Negotiating
Selling Your Photography