Minimize Choices to Maximize Results
With the amount of time, effort and money you sink
into your marketing, you want to see a big return on
your investment. Which is why it can be tempting to
load your promotional pieces with multiple offers.
For example, you might try to promote your paid seminar
… and in the same marketing piece, also promote a
free seminar.
Or you might promote a free seminar … but also want
to promote a free report and a free consultation.
On the surface, this strategy seems logical. The more
offers you include, the more likely you are to present
one that appeals to any particular prospect … right?
Surprisingly … no.
When making a single offer, prospects have one question
to answer: “Do I want this or not?” All they have
to decide is yes or no.
Presenting prospects with a choice of offers, however,
makes them think. Now they don’t merely have to decide
“yes or no?” … they have to decide which offer they
want most.
And that can muddy the waters just enough that your
prospects toss your promotional piece in the trash
or into their “I’ll deal with this later” pile.
Tags: marketing offers