Coupons. Yuk. You’ve probably had fantasies of lynching the guy who invented them… but, as much as we hate these little boogers – we need to use them. Why? They drive traffic. But, if we’re not careful they’ll also murder our bottom line.

Rather than discount a $15 pizza or entree down to $9.99 – settle on a “price” and then find a pizza or entree within 50 cents to a dollar of that price to use in the coupon.

Example: Let’s say you have a large one topping pizza on your menu and it’s priced at $10.49. You also have a 3-topping priced at $13.49. You’ll choose the $10.49 pizza to use in your “$9.99” offer.

Tip: If your large 1-topping pizza (menu price) is $9.99 or higher… then the wings are free. The coupon on the right gains enormous power by using the word “FREE.”

The package deal on the right gains added octane by using the word “Plus” two times to amplify the offer.

Saying “$5.00 Off” – cheapens your product. Avoid steep discounts – they’re not necessary. Instead use “price-point” offers. Harness the traffic-driving force of coupons without crushing your profits.

The average discount on a supermarket coupon is just 61 cents. Let your competitors cut their own throats while you smartly take advantage of the real psychological power of a coupon… the dashed line!