MAKE YOUR SERVICES EASY TO BUY
Think how often you’ve been virtually sold on something, but chose not to purchase because it was too difficult to buy. The sales person offered all kinds of options, or made you worry about the value of an extended warranty, or offered complicated financing packages that you could not intelligently choose among.
Now think of your opposite experiences. Something appealed to you… a little… not necessarily a lot… and it was simple, so you made the purchase. Good marketing must focus on the buy. How clear is your offer? Can the prospect sample the service thereby reducing their risk? How clear is the price? How easy is it to buy?
In his book The Paradox Of Choice, author Barry Schwartz says that contrary to conventional wisdom, giving people many choices is often bad for them.
When presented with many choices, many people experience “choice paralysis” and do nothing, even when doing nothing is the worst possible choice. For example, give people 20 choices of mutual funds in their 401k, and many more will just let their money sit in a low-yield money market fund than if they only had a few choices.
Additionally, when people “do” select from a large field of alternatives, they usually experience greater “buyer’s remorse” than those who had selected from a small number of alternatives.
Make your service easy to buy.
By the way, If you don’t have time to read the Schwartz’s book, you can watch the 1-hour presentation Schwartz delivered at Google.