Have you ever been to a restaurant with a huge menu? I have and it just frustrates me because there is too much to focus on.
Most of us think that “more” is always better. But recent research indicates that is not the case. In the book Switch by Chip and Dan Heath, authors of Made to Stick, cite several researchers demonstrating that too much choice paralyzes buyers.
• Too many choices overwhelm Iyengar and Lepper share several studies where too much choice is “demotivating.” A gourmet store featured a line of exotic, high quality jams. Customers tasted samples and received a discount coupon to buy a jar. 6 varieties were used on one trial; another featured 24 varieties. 30% of people in the 6 choice trial bought the jam; only 3% of people with 24 varieties bought the jam.
What does this mean for you and your business ?
• Limit the options If you have a variety of services or products, cut down on the choices. Make them no more than 6, if possible. Make it easy for buyers, patients and customers to decide.
• Be crystal clear about the value they will receive. Differentiate between each option so they can choose what it exactly correct for them.
The old KISS method applies here. Keep it simple & straightforward.
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