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THE IDEA BEHIND THE GUIDE
A discount is always 1x
Every euro you knock off is worth exactly one euro to your customer. No more, ever.
The guide measures every offer by its leverage: what it's worth to the customer, divided by what it costs you. A €10 gift that normally sells for €40 is 4x.
The other four campaigns land somewhere very different. One depends on what a partner charges for it. One is no better than the discount, and might still be worth running. |