When to discount using $ vs. %
The Rule of 100 will change how you discount forever.
Here’s how it works.
For discounts on products that are less than $100, promote your discount as a percentage off.
- For example, if your product is $20, promote 25% off rather than $5 off.
For discounts on products above $100, use the dollar amount rather than the percentage.
- So, if your product is $1000, it’s better to say they get $250 off rather than 25%.
The rule of 100 works thanks to how we perceive numbers.
At...
Using punishment to change behaviour
Imagine you have a shop on the high street that is opposite a pub.
When you get to work in the morning the distinctly unpleasant stench of urine is there to greet you and your customers. Yuck!
You decide enough is enough, creating a sign like you spotted in San Francisco.
Here you are using the fear of public shaming to stop people peeing — threatening to post footage to YouTube so the pee-perpetrator will be embarrassed.
Your neighbour, Jill, is also sick of the pee and...
