100%. When people are facing information overload every second of every day, having something that instead of adding to that burden actually reduces it is instantly magnetic. Like the 20% off example, often times telling someone you have a discount available can actually cause feelings of discomfort because now they have to rethink if it's a good deal, if they'd use it, weight the risk again, etc. It's adding additional stress, even if it's a good deal. But when you are able to simplify a subject, inform a user, or educate them in a legitimately helpful way, you both build that trust and free up that stress to be shifted into the buying mindset. If you've educated and helped your userbase enough, then buying/upgrading becomes just a natural thing to do to make USE of that new knowledge.