Following on from Monday’s easy marketing win, here’s another.
It’s based on one of the foundations of successful marketing: “A confused mind always says no!”.
In other words, when faced with a buying decision, a confused prospective client will not proceed. They’ll say ‘no’ or walk away, rather than risk making a bad decision. And you are the one who pays the price, for their lack of clarity.
So, how many different choices are your prospective clients or customers faced with?
Here’s why that question is so important and why you need to get the balance right.
- The more options you put in front of someone, the more choice they have.
- The more choice they have, the harder it is for them to decide.
- The harder their decision making process is, the less likely they are to hire you or buy from you.
- So, they move on. And you lose a prospective client or a sale.
In short: Clarity sells.
Take time to go through your marketing and look for all unnecessary complexity. Some good places to start (depending on your industry) may include; the number of service levels you provide, your various pricing options, the number of bundles or packages you offer.
Then consider whether you actually need to offer so much complexity, so much potential for confusion. And if not, reduce. Everything that needs to be there should remain. But nothing else.