Let’s break this down, LinkedIn. A lesson in ad copy “Pay as little as (A$74.99strikethrough) A$37.49* / month (save 50%) when billed annually.” Before the brackets: You’re telling me A$37.49 is the new monthly price. Clear enough. Inside the brackets: You’re claiming 50% savings. Still tracking. Then comes “when billed annually” So wait… is A$37.49 the discounted monthly rate, or are you about to halve that for an annual plan? Because that’s how this reads: A$37.49 per month (but only A$18.74/month if you pay annually?) We both know that’s not what you meant. But that’s what you wrote. When your pricing copy leaves room for interpretation or worse, gives the impression that it’s a better deal than it is, that’s not clever marketing. That’s broken trust. Say what you mean. Mean what you say. Or don’t be surprised when people stop buying.