Recently, I sat through a product demo where the presenter filled most of the presentation time flipping from graph to graph to illustrate the power and flexibility of his product.
I must admit the presenter had put a great deal of thought into his storyboard and how to best show “what sells.” His delivery was crisp and polished.
He had me sold on a great graph presentation tool—but that wasn’t what I was really looking for.
Whoever invented the coupon was a very smart person. The psychology behind coupons makes them effective. Sure, if there is something you were going to buy in a certain store anyway, a coupon just saves you money. But many people will buy something they weren’t thinking of buying before, just to “save” money with the coupon, or they will go to the store offering the coupon without checking to see if another store has lower prices. And once in the store, they might even buy other things at full price. In the end, people usually spend more money on that particular trip at that particular store than if they had not gotten the coupon at all. And this is why stores give out coupons in the first place.