The discount angle is the one every restaurant runs, which is why it costs the most to win with.

We wrote three angles instead: scarcity (the room only has eleven tables), ritual (what the regulars order without looking), and price. Four hooks under each, one format, so twelve statics that differ in exactly one variable at a time.

Ritual won and price came last. The client's instinct was the losing angle, which is the entire argument for testing rather than debating.