“One of my dumber ideas was the time I decided that $100 was a better price for direct mail marketing than $99.95. Smarter people than me thought that was crazy. I said that the nickel difference was obvious, an even hundred was a cleaner and more direct price offering. The $99.95 was mildly insulting. I insisted we try it.
Everything else was the same. We changed only the price.
Response went down to about 40% of what it was at $99.95”
Restaurateur’s need to heed this lesson for too often we forget perception is everything.
