Don’t make them think too much…
People like choice. Don’t they?
Henry Ford once famously said the customer could have whatever color car he wanted, as long as it was black.
Nowadays we can get almost anything completely customized to our liking.
But that’s not the same thing as choice.
If I sell only black cars, you’re going to choose black.
If I offer black or red, that’s still a pretty easy choice for most people.
But the more I complicate it, the harder the choice becomes. Which of the 9 shades of blue is my favorite? And which color interior? What engine?
You get the idea.
Cars are a big purchase, so people are more comfortable spending time making these decisions.
But if you’re selling, say, online courses, too many choices can actually hurt you.
“Do I want to learn this thing?” is a simple decision. Yes or no.
“Which of these 4 levels of learning the thing do I want to sign up for?” is a very different, and much more complicated decision.
And what do people do when presented with a complicated decision?
They put it off! Hope it will go away.
In business, it “goes away” when they forget about it, having never made that purchase.
Make it easy for people to buy from you.
The more questions customer service gets about different levels or options, the worse it usually is for sales.
Make it simple for people to say yes.
— Mark
