It’s time to get rid of the word discount.
A lot of (most?) camps are coming off the summer already thinking about 2027.
Makes sense. You’re not living only for this one summer because the next one is right around the corner. And that means getting this year’s families signed up for another trip around the sun.
Most camps do it with a discount. Nope. Not gonna work. Punt this word out of the toolbag.
Think about what the word implies. Cheapness. A markdown. The thing was worth less, or you’re overextending to make the sale.
The moment you discount, you’ve signaled that the price was soft to begin with. A family that talks the money down also tends to value it less, which is its own problem. But that isn’t even the main one.
The main one is what a discount trains people to do.
Condition a group of families to expect a markdown and they will wait for the next one. Every time.
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