If you ever want to kill a great ad campaign, destroy a website or ruin a direct mail piece, use percentages when offering a discount. I did a website review for a contractor, an exterior contractor who did windows, and all over the site was 15% off.
I’m all for offering a discount, but people don’t correlate percentages to actual dollars. They want to see dollars instead of a percentage. They don’t want to do the math, people are lazy, right?
They want to be able to just say, hey, a hundred dollars off a window or fifty dollars off a window or thirty-nine dollars off, this year’s heater maintenance, whatever it happens to be.
Instead of using a percentage, use dollar signs. That’s going to win every time in anything that you do, any type of marketing, anything you put out there on the web, use the actual dollar amount off.