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The Journal

Incentives that move people.

Ideas, playbooks and research on incentives that move people to act.

  1. Lead Generation

    How Do Incentive Certificates Work for Lead Generation?

    Discover how incentive certificates help businesses generate more qualified leads, book appointments, and increase conversions by rewarding potential customers for taking action. Learn how to use incentive marketing to attract new customers and grow sales without lowering your prices.

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    A cover image that says "How Do Incentive Certificates Work for Lead Generation?". It shows a customer with an arrow pointing to a calendar (signifying the action of a customer booking a call with a business owner), and the calendar points to a dining certifcate (visually explaining that if you offer incentives to customers, they are more likely to book a call with you).
  2. Sales Strategy

    How to Increase Sales without Discounting: How to Use Incentives to Close More Deals

    The easiest way to increase sales without discounting is to leave your price alone and give buyers something extra for taking action, like a dining or travel certificate when they sign, renew or refer a friend. You keep your margins, customers stop waiting for the next markdown, and the ones on the fence get a real reason to say yes today.

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    A business professional presents a $500 Dining Certificate to a satisfied customer during a successful sales consultation in a modern office. The image illustrates how businesses can increase sales without discounting by offering valuable customer incentives that encourage purchases, improve customer satisfaction, and help close more deals while protecting profit margins.
  3. Strategy

    What Are Marketing Incentives? A Practical Guide for 2026

    Marketing incentives turn interest into action. Here is how rewards, rebates and loyalty perks drive measurable growth.

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    Team planning a marketing campaign
  4. Referrals

    7 Referral Program Ideas That Actually Get Shared

    Most referral programs stall. These seven ideas give customers a real reason to talk about you.

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    People sharing ideas around a table