AI Growth Slows, Coupon Psychology, Wimbledon's Content Secrets

Edition 84

Author

Luru Labs
September 01, 2025

Hello there,

This week we're diving into the psychology of coupons (spoiler: the $10 vs 10% choice matters more than you think), the reality check on AI tools that's making everyone rethink their 2025 strategy, and some brilliant insights from Wimbledon's social team that'll change how you think about content volume.

Grab your coffee and let's jump in!

The Psychology Behind 10% Off vs $10 Off Coupons

Science reveals the simple rule that determines whether percentage-based or dollar-amount coupons drive more sales. The deciding factor isn't what you think, and getting this choice wrong could be costing you conversions on every single promotion you run.

Discount Coupons: % vs $ Off - Proven Sales Boost Strategy

Use % off (e.g. 20% off) when your promotion is store-wide. Use $ off (e.g. $15 off) when your promotion is specific to one product. Sales were up to 42% higher.

app.sciencesays.com/p/coupons-when-to-give-10-off-vs-10

The AI Search Reality Check: What 20% Heavy Usage Really Means

SparkToro analyzed millions of devices to uncover the truth about AI vs. Google. The findings will surprise you: AI growth is actually slowing, and users aren't abandoning traditional search. What this means for your SEO and content strategy might completely change your 2025 planning.

New Research: 20% of Americans use AI tools 10X+/month, but growth is slowing and traditional search hasn't dipped - SparkToro

The media hype may be overblown, but the data doesn’t lie: over 20% of Americans are now heavy users of AI Tools (employing them 10X or more each month),

sparktoro.com/blog/new-research-20-of-americans-use-ai-tools-10x-month-but-growth-is-slowing-and-traditional-search-hasnt-dipped

Building Trust Through Ethos: Why Credibility Trumps Flashy Creative

Only 39% of consumers trust advertising, but brands using ethos—credibility-based persuasion—are winning big. Discover the three pillars that create instant trust and see real examples of how small businesses are using this ancient persuasion technique to dominate their local markets.

Ethos in Advertising: Why It Works + Examples | WordStream

Using ethos in advertising can help you build trust and win over new customers. Get ethos advertising examples to see how the best businesses use it.

www.wordstream.com/blog/ethos-in-advertising

Posted is Better Than Perfect": Wimbledon's High-Volume Content Playbook

Wimbledon's team posted 5,844 pieces of content and gained 2.3 million followers using their secret "campfire, bonfire, firework" framework. Get the behind-the-scenes look at how they scale authentic content and why "emotion over production" beats perfectionism every time.

'Posted is better than perfect': Advice from the Wimbledon social team

I talked to the tennis tournament's social team about sharing 6,000 posts in six weeks, how the Overheard series actually works, and more.

www.milkkarten.net/p/posted-is-better-than-perfect-advice


That's a wrap on this week's finds! Whether you're crafting the perfect coupon, deciding where to invest your search efforts, building trust with your audience, or just trying to keep up with content demands, it all comes down to getting into your customers' heads.

See you next week 👋

Signing off,

Team ‘Luru