One phrase, capital letters: +20% increase

A study you can conduct on your own product is:


Create a free trial programme that customers can join to compare the two words:

  1. “a $5 fee”
  2. “a modest $5 charge”

The sign-up rate increase from the second phrase was above 20%.

They discovered that stressing the “little” charge made it considerably simpler for “tightwad” customers to deal with.



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