A position says what would prove it wrong. Test each on your own customers.

1. An offer is five decisions, not a discount.Wrong if two offers at the same discount, with different products, entry points or promises, bring customers who behave the same a year later.
   An Offer Is Five Decisions
2. The first offer selects the customer, not just the conversion rate.Wrong if customers won by your deepest offer and your full-price offer reorder at the same rate over twelve months.
   Two Studies That Disagree
3. A discount teaches a price. What it teaches depends on who hears it.Wrong if your established customers buy as much at full price in the month after a sale as in the month before it.
   JCPenney
4. The best first product is the one whose buyers come back, not the best seller.Wrong if second-order rate is flat across first products purchased.
   Find the Door
5. The number to manage is the one-and-done rate, not average lifetime value.Wrong if most of your revenue comes from customers who ordered once.
   The One-and-Done Number
6. Price the offer on contribution margin per new customer before it runs.Wrong if your platform ROAS winners and your contribution-margin winners are the same offers.
   Price It Before You Run It
7. Most first-order objections aren’t about price. Answer the real one.Wrong if a discount beats a guarantee, a sample or a clearer size guide on converting cold traffic, at the same cost to you.
   Answer the Objection
8. Risk reversal sells more than it costs, until the objection moves.Wrong if a looser return policy raises returns more than it raises purchases in your category.
   Take the Risk Off Them
9. Plan the second offer before you launch the first.Wrong if customers acquired at a discount reorder at full price as readily as full-price customers do.
   The Offer After the Offer
10. Reward owners with currency, not percent off.Wrong if a points nudge and a discount of the same cost to you bring the same second orders, and the discount doesn’t lower full-price buying afterwards.
    Points, Not Percent
11. Judge an offer on the cohort it brings, at 90 and 180 days.Wrong if first-order ROAS ranks your offers the same way 180-day contribution does.
    Judge the Cohort
12. One door, backed hard, beats five doors half-open.Wrong if spreading the same budget and creative across several first offers brings more new customers who reorder.
    One Door at a Time