{"id":7551,"date":"2010-12-20T07:00:14","date_gmt":"2010-12-20T12:00:14","guid":{"rendered":"http:\/\/37d57f8fa2.nxcli.io\/blog\/?p=7551"},"modified":"2011-01-12T11:59:06","modified_gmt":"2011-01-12T16:59:06","slug":"how-to-boost-sales-in-one-simple-step","status":"publish","type":"post","link":"https:\/\/www.marketingforsuccess.com\/blog\/sales\/how-to-boost-sales-in-one-simple-step\/","title":{"rendered":"How To Boost Sales In One Simple Step"},"content":{"rendered":"
Improve Sales by Taking Away Their Freedom<\/div>\n
More choice is better\u2026 right?<\/div>\n
Wrong.<\/div>\n
That\u2019s the conclusion of Barry Schwartz in The Paradox of Choice.<\/div>\n
Common sense says increased variety and more freedom of choice will make people happier. But studies show it does the exact opposite. It actually makes them unhappy.<\/div>\n
Why Is This?<\/div>\n
It\u2019s because if they make a decision, they will continually contemplate all the other choices they \u201csacrificed.\u201d They will wonder if they would have been happier had they made a different decision.<\/div>\n
This paradox of choice not only affects happiness; it affects the bottom line as well.<\/div>\n
The rule is simple. The more choices you give a buyer, the less likely it will be that he will actually make a decision to buy.<\/div>\n
Choices overwhelm people. Too many choices offered at once lead to inaction.<\/div>\n
In other words, if you give a person too many ways to say yes, you will make it easier for the person to say no. Making a decision is hard work. It\u2019s emotionally taxing. The more choices and variables involved, the harder it becomes to decide.<\/div>\n
Make Choosing Easy!<\/div>\n
Instead of offering a bunch of choices, offer one choice only. The choice is to either buy or not buy. The prospect must then decide yes or no. That\u2019s it!<\/div>\n
In almost every case, you want to make the decision to purchase as easy and simple as possible.<\/div>\n
Buy or not buy; call or not call; request more information or don\u2019t.<\/div>\n
What Joe Sugarman Says\u2026<\/div>\n
One time Joe Sugarman wrote a newspaper ad selling a watch. His client wanted to sell three styles in three different colors for a total of nine different watches. Joe wanted to only sell one watch: the men\u2019s watch in black.<\/div>\n
Joe and his client agreed to an A\/B split-test. The results were surprising\u2026<\/div>\n
When both versions ran, the ad that featured only one men\u2019s watch out-pulled the other version that featured nine models by a surprising 3 to 1 ratio. In short, for every watch we sold from the ad that featured the nine styles, we sold three in the other ad that showed just the one black watch. (Advertising Secrets of the Written Word, p. 162)<\/div>\n
Even prior to this split-test, Joe had told his client, \u201c\u2026offering a customer too many choices [is] a dangerous thing to do.\u201d (p. 161)<\/div>\n
This only serves to illustrate the point I\u2019m making. If you want to improve your sales, take away your buyer\u2019s freedom by giving him fewer choices. Not only will he be happier, you\u2019ll make more sales, more money, and more profit.<\/div>\n
– Ryan<\/div>\n
P.S. For more copywriting tips than you can shake a pen at, skip on over to Copywriting Code.<\/div>\n

More choice is better\u2026 right?\u00a0Wrong.\u00a0That\u2019s the conclusion of Barry Schwartz in The Paradox of Choice.<\/p>\n

Common sense says increased variety and more freedom of choice will make people happier. But studies show it does the exact opposite. It actually makes them unhappy.<\/p>\n

Why Is This?<\/p>\n

\"Sales\"<\/a>It\u2019s because if they make a decision, they will continually contemplate all the other choices they \u201csacrificed.\u201d They will wonder if they would have been happier had they made a different decision.<\/p>\n

This paradox of choice not only affects happiness; it affects the bottom line as well.<\/p>\n

The rule is simple. The more choices you give a buyer, the less likely it will be that he will actually make a decision to buy.<\/p>\n

Choices overwhelm people. Too many choices offered at once lead to inaction.<\/p>\n

In other words, if you give a person too many ways to say yes, you will make it easier for the person to say no. Making a decision is hard work. It\u2019s emotionally taxing. The more choices and variables involved, the harder it becomes to decide.<\/p>\n

Make Choosing Easy!<\/strong><\/p>\n

Instead of offering a bunch of choices, offer one choice only. The choice is to either buy or not buy. The prospect must then decide yes or no. That\u2019s it!<\/p>\n

In almost every case, you want to make the decision to purchase as easy and simple as possible.<\/p>\n

Buy or not buy; call or not call; request more information or don\u2019t.<\/p>\n

What Joe Sugarman Says\u2026<\/strong><\/p>\n

One time Joe Sugarman wrote a newspaper ad selling a watch. His client wanted to sell three styles in three different colors for a total of nine different watches. Joe wanted to only sell one watch: the men\u2019s watch in black.<\/p>\n

Joe and his client agreed to an A\/B split-test. The results were surprising\u2026<\/p>\n

When both versions ran, the ad that featured only one men\u2019s watch out-pulled the other version that featured nine models by a surprising 3 to 1 ratio. In short, for every watch we sold from the ad that featured the nine styles, we sold three in the other ad that showed just the one black watch. (Advertising Secrets of the Written Word, p. 162)<\/p>\n

Even prior to this split-test, Joe had told his client, \u201c\u2026offering a customer too many choices [is] a dangerous thing to do.\u201d (p. 161)<\/p>\n

This only serves to illustrate the point I\u2019m making. If you want to improve your sales, take away your buyer\u2019s freedom by giving him fewer choices. Not only will he be happier, you\u2019ll make more sales, more money, and more profit.<\/p>\n

– Ryan<\/p>\n

P.S. For more copywriting tips than you can shake a pen at, skip on over to Copywriting Code<\/a>.<\/p>\n\n\n\n
About Ryan Healy
\n<\/a><\/strong>Related Resources<\/strong><\/a>
\nMore Posts by Ryan Healy<\/a><\/strong><\/p>\n

To discover the easy and inexpensive ways anyone can attract more clients and maximize their profits<\/span>, sign up for your <\/strong>FREE New Profit Rules Report<\/a>.<\/strong><\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n

\"Reblog<\/a>