Which Option Will People Choose?
Your clients have options. If you were the only option, you wouldn’t need this book—everyone would choose you. Instead, there are probably many options (your “competitors,” in traditional marketing lingo) from whom clients can choose. They need to choose between you versus other service providers. They may also need to choose among your products or services. What are they likely to do?
With more options, people go for the more simple
We’ve discussed how presenting too many options prevented people from making a jam purchase. Too many choices has also been shown to prevent people from taking out a loan and enrolling in a 401(k) plan. One study showed that when 401(k) plans had five funds, 72 percent of people participated, ...