Last week, I happened to be at Marie Callender’s restaurant and noticed a wine bottle on the table. It was part of a promotion called Wine Wednesday. On Wednesdays any wine bottle is half off. I don’t drink wine so it was not attractive for me anyway but upon further poking around, I found that they have been quite successful with that promotion.

While the 50% off seems like a good deal, what they did to promote the offer was also impressive. They could have kept a flyer talking about the wine bottle. Rather than that, they went one step ahead and kept the wine bottle there. One more step and the customer can get whatever they wanted.

One more step and that’s it.

It is the same model with Amazon 1-Click ordering. You are browsing the site and you like a book (or anything) and all you need to do is click the button once and the item is on its way. You can call it as an “incentive for impulse buying” or you can say that the feature is there for convenience of time-starved people or whatever you want but the deal is simple – just one more step and you can get what is being offered.

Just one more step!

There is so much to learn and may be you can think about how you can use this or a variance of this in your own business.