Here’s a sneaky little trick that restaurants do with their marketing.

You’ve probably seen how menus sometimes highlight certain dishes, in large text or special breakout boxes.

So those must be the best or most popular dishes, right?

No, those are the dishes with the highest profit margins.

The lesson here for small businesses is that not all products are created equal. So the next time you do marketing, try to nudge your customers away from those with lower profit margins, towards those with higher margins.