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The power of options. And why to give 3.
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Pre-S. Influenza got me good this past week. Not fun having high fever sustained through days and nights. So, PSA, get vaxxed if you can. :) ------------ Giving your customers 3 options actually helps them. It gives your customers agency. That they are in charge —which they are— of what's next. It gives them a better view of your expertise and how you're thinking for them and with them. It makes the comparison easier between you and your competitors: it goes from "Why should i choose you?" to "Which one i choose from you?" 3, because it's the magic number. (: It gives them enough amplitude in the decision, without overwhelming them. It decreases the risk of the extremes. It helps you anchor high against yourself. It sets the tone to ditch discounting —"want a lower price? Take any of the 2 lower options. :)" Avoids analysis paralysis in your customers' brains. Pushes you to think in bigger ways than what the budget is. Try 3 options. It'll be ALWAYS better than your take-it-or-leave-it one-option. |
Rod Aparicio
Get one tip, question, or belief-challenge that just might change the way you market, to help your customers buy. A *daily* email for b2b founders on improving your business —without the bullshit.
One way that makes the process of articulating what's different about you simpler (not less painful, though) is through your insight. April Dunford defines insight as "the thing we understand about the market that the others do not." It starts with what you see in the market that doesn't make sense, that makes you cringe, that pisses you off. And the way you approach it that's in another direction from what everybody else does. It's your understanding. That's what makes you different.
They're all a by-product. You don't look for them as the main focus, they are the result of what you do in service to your customers.
A common pattern that I see in people who are new in leading positions is they try to maximize the results. What's that even mean? That in order to get the best results, you have to seize the right time. At uni, it might work. In real-life... not so much. Because it's about waiting. Waiting for the right time. Time that might never come (as perfect as expected). In business, the right time is not too early, nor too late. The right time is when you make a decision. A decision that might be...