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| | The Niche Marketing Network is not currently active and cannot accept new posts | | Narrow Your Options to Increase Your Sales | Views: 251 | | Feb 20, 2008 3:33 pm | | Narrow Your Options to Increase Your Sales | # | 
Barbara Casey | | Today's "Marketing Minute" from Marcia Yudkin was all about focusing - a favorite topic of mine.
When your childhood toothpaste brand presents you with
"Tartar Protection," "Sensitivity Protection," "Cavity
Protection" and 14 other versions, it's easy to conclude
that more choice is better.
However, two studies by Columbia University psychologist
Sheena Iyengar contradict this. When researchers invited
gourmet food shoppers to try samples of exotic jams, only
3 percent of those who tried one of 24 varieties purchased
a jar, while 30 percent of those who tried one of just
6 varieties purchased.
Likewise, when Iyengar compared employee participation in
401(k) pension plans at almost 1,000 companies, she found
that as the number of mutual funds offered in a plan rose,
the rate of employee participation fell.
Present too many options and people balk.
This explains the wisdom of certain marketing strategies:
* The effective direct mail letter asks the reader to take
one action, not choose among five.
* Special offers should highlight a deal on one product, not
provide a discount on anything in the store.
* Pointing different types of customers toward their best
option not only makes buying easier but reduces buyer's
remorse.
For a free weekly marketing tip from Marcia, subscribe here:
http://www.yudkin.com/markmin.htm
Barb Casey
Are you attracting what you want... or don't want?
http://www.newradiance.com/LawOfAttractionInBusiness.htmPrivate Reply to Barbara Casey | | |
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