Dear , I frequently give you great marketing and sales psychology insights from Nick Kolenda. His latest is about how many choices you should present your customers -- and what should be the max.
Enjoy... INSIGHT OF THE WEEK Show 4 Options or Fewer in
ChoicesHumans feel choice overload. Too many options? We give up. But how many is too many? I think 4 options is the threshold. Look at these squares: 
You see 4 items. But your brain doesn't need to count them. It knows
that 4 items exist immediately. It's called parallel individuation (Gallivan et al., 2011). Humans possess this ability up to 4 items, but it collapses with 5 items: 
Five items are a critical threshold in which options feel like "a
lot" — an unknown quantity that is large enough to require counting. Therefore, choices feel difficult with 5+ options. How to Apply ItWhat if you need to show 5+ options? Well, you just need to group them. Consider this navigation menu on HubSpot: 
It
groups 12 links into 4 sections. This choice is now two mini-decisions: - Which section should I view? (4 options)
- Which link should I click? (3 options)
Despite 12 options in total, this choice feels easy because each
mini-decision stays within the confines of parallel individuation. The Takeaway: Categorize options into small groups that contain no more than 4 options. Even randomly assigned groups can work (Mogilner, Rudnick, & Iyengar
2008). Exceptions- Specific Searches. Choice overload is less prevalent when people are looking for a specific option. It's called top-down attention.
- Pleasurable Choices. Contemplating each item in a restaurant menu could feel good. In this scenario, perhaps more options are better.
_________________ Sometimes offering less thank four choices is even better. It's called the "Paradox of Choice." The more choices you give the customer, the less likely they are to buy.
Crazy, right? It is. But true. Until next time... And, remember, K.I.C. (Keep It Coptic). To read Nader Anise's bio on Wikipedia, go to: Your friend, Nader Founder of the Coptic Chamber ABOUT NADER
ANISE For the last 30 years, Nader’s talents as a marketing strategist and copywriter have generated hundreds of millions of dollars for himself and his clients. In addition, he is a recognized PR expert, and has been featured in countless media outlets such as: The Wall Street Journal, NBC, CBS, Forbes, Bloomberg and USA Today. Nader’s storied marketing and sales experience has enabled him to mentor business owners in all types of industries, including: legal, medical, financial, therapeutic, mortgage, investment, wealth, retail, insurance, transportation, pharmaceutical, clothing, restaurant, real estate, education, insurance, construction, internet, telecommunications, manufacturing and many others. Nader has educated over 25,000 business owners from all around the world on sales and marketing. To read Nader Anise's bio on Wikipedia, go to: 3 AMAZING FACTS ABOUT NADER ANISE, ESQ. FACT #1: In 2001, Nader wrote a one page press release that
generated over $2,200,000 in free national publicity. FACT #2: Within four years of starting his law practice, Nader was featured on the cover of Lawyers Weekly USA section B (currently Lawyers USA) and was lauded for his remarkable achievement of building a "thriving law practice... without spending a penny on advertising." FACT #3: Nader landed on the cover of the Wall Street Journal after sending the editor a cold email with a subject line that consisted of nine words, including, ONE key, riveting word. (BONUS FACT): Nader wrote a direct mail letter for a small business that created such an
overwhelming response, the owner sent Nader a frantic email with the message: "You're killing me with all the new business. We are busting at the seams and all my employees are freaking out..." Subscribe to our YouTube channel: Did you enjoy this newsletter? Please share it using one of the buttons below: |
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