Why buyers ignore when you serve too much jam…

I have the patience of a gnat.

On a good day.

On a bad day (and fortunately, there aren’t too many of them), I’m as patient as a starving grizzly bear.

So being decisive comes very naturally to me, simply because the pain of waiting around is far greater than the pain of trying to “figure out” what to do.

Do I make mistakes?

Sure, but not often. And for the most part, nothing I’m deciding on is life-threatening, ANYWAY, so it really doesn’t matter whether I make a mistake or not.

For someone like me, having more choices doesn’t necessarily make me happy, because it delays the outcome. And whether you believe it or not, most people feel the same way, although probably not for the same reason.

Here’s the deal: A while ago, I read Malcolm Gladwell’s excellent book, Blink. One of the many really cool things Gladwell discussed, is an experiment conducted by Sheena Iyengar, a Professor of Management at Columbia University.

Iyengar wanted to see whether the number of choices consumers have, makes any difference in their purchasing patterns.

And boy did it!

She set up tasting booths at an elite grocery store in Menlo Park, California, called Draeger’s. Sometimes these tasting booths contained six different jars of jams, and other times it contained 24 different jars of jams.

Conventional wisdom will tell you that the more choices people have — even if they aren’t as impatient as I am — the more they’ll enjoy their buying experience. But like I always say, “Never bet the farm on conventional wisdom.” (I really do say that a lot — it’s in many of my sales letters, actually.)

And here’s what actually happened: 30% of the people who stopped at the booth with six choices, wound up buying some jam, but… only THREE percent of the folks who stopped at the booth with 24 choices, wound up making a purchase.

That’s a TEN TIMES differential!

This isn’t surprising at all. The truth is, when you (and your prospects) are confronted with having to make too many decisions, there’s always a disconnect.

And as you can see in Iyengar’s experiments, disconnects in the lab… equate to disconnects in real life.

So while it’s important to have variety, it’s equally important to not have too much variety.

This is also the reason why, when most people go to restaurants with incredibly diverse selections, they always wind up getting the same thing they order at a restaurant with few selections. Their “old standby,” if you will.

Just like too many cooks spoil the broth… too many choices spoil the entire dinner.

Now go sell something, Craig Garber

P.S. “It’s the BEST ten bucks you’ll ever spend!” If you benefit from these kinds of selling strategies that deal with human nature and how to leverage your understanding of it, then check out Scientific Advertising — the two bonuses alone that I give you, are worth ten times your investment! Grab it at http://www.kingofcopy.com/hopkins NOW!

If you enjoyed this, pass it on to a few of your friends and business associates, and if you have any comments about this message, leave them here on my blog — I want to know what you’re thinking!:

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About the Author

Craig GarberAuthor of "How To Make Maximum Money With Minimum Customers, " and publisher of Seductive Selling - an offline marketing newsletter currently read in 15 countries, world-wide. In a nutshell, I do two things: 1. I show you how to attract a reliable, steady stream of pre-qualified leads who are ready to do business with you NOW... 2. And I increase your net profits and cash-flow, by increasing your customer, client, or patient value -- often, dramatically. How do I do this? By developing, and helping you implement, unique, personalized lead generation and marketing strategies... using compelling sales messages that push your customers emotional buy-buttons. I've worked with over 300 clients in more than 104 different industries, since March of 2000, and I really enjoy what I do. I'm a stable, reliable, happily married family guy with three kids who loves life and always follows through on my commitments and promises. I love to listen to music, workout, read, travel with my family, take pictures, and go bass fishing. I always say "Yes," when it comes to good cigars, good books, and good coffee :-)