The Fine Print Of Lost Sales


I typically don’t clip coupons.  It always seemed to me that I’d end up buying more stuff I didn’t need to “save” a few cents.  However my wife was going through an insert for one of the local grocery store chains over the weekend and thought I might enjoy reading the “rules” for their double discount coupon promotion.

Here goes:

Coupons will only be doubled on Wednesday January 9th.
Customers must present the store’s club card at time of checkout.
Customers must spend $25 in a single transaction in order to double coupons (after tax, store coupons and club card discounts).
Only manufacturers coupons with a face value of a dollar or less will be doubled.
A limit of 5 manufacturers coupons can be doubled.

Thank you sir may I have another.

If the thought of losing money on a promotion doesn’t appeal to you and you can’t justify the loss in order to increase store traffic then don’t do the promotion.  The more time it takes to read the fine print, the weaker the idea.  There are people who will jump through all these hoops to save an additional five dollars, most likely the same people who’ll make sure they spend $25 and not once cent more.  In the meantime, the store comes across as a penny-pinching nit-picking miser.  It doesn’t make cents to me .

About wizardwalter

After more than 35-years refining the craft of ad writing I know a bad ad when I see or hear one. The majority of my time is split between consulting a select group of small businesses and creating effective ad campaigns for others. I look at the world first as a consumer, then as a marketer. Rather than bringing pre-conceived notions and snap answers to my clients, I bring a lifetime of experience based on trial and error as well as 20 years of successful sales management experience to the table. I have been an adjunct professor at the University of Wisconsin, has taught at the Wizard of Ads® Academy and speak to groups of business owners on ways to improve their advertising any chance I get. I look for business owners who have a burning desire to grow and a passion to make it happen. Then I help bring out their best. When I’m not working with clients, I’m usually researching, writing, recording commercials and viewing the world in a tree house down the road from Lake Michigan. I travel light and have easy access to Milwaukee Mitchell and Chicago O’Hare. If you’d be interested in discussing your situation let’s talk.
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