Have you ever heard the expression, “A confused mind says ‘no’?” Research confirms it—when we have too many choices, we often choose nothing.
A confused mind says ‘no’ because it is confused.
When you give people too many options, you make their decision more difficult. In your marketing, therefore, rule number one should be to make things simple for clients and prospects, and that usually means giving them fewer options.
Do you have an ad that describes all of your services? Do you feature all of your practice areas in your content? Clients might be impressed by your capabilities, but they’re usually looking for the solution to one problem. Too many options or offers, especially when most of them are not currently relevant, make decisions more challenging, which is why people tend to say no.
This is also true with content creation. If you give people too many articles or blog posts to read, videos to watch, or events to attend, it is more likely they will choose “none”.
This doesn’t mean you should eliminate other options. It means featuring or leading with the best, the most relevant, the most likely to become a gateway to your other content or services.
Post everything on your website, but make the visitor dig for it if they want it. Or send it to them later in your email sequence.
But just as offering too many options can lead to confusion and fewer “sales,” offering only one option can do the same. If the prospective client sees they can hire you for service X and service X doesn’t tick all the boxes for them, they have no other choice but to say “no”.
Which is why it might be better to give them two options instead of “hire me or don’t”.
When I created my first marketing course, I thought about offering several packages but eventually settled for just two: Basic and Deluxe. Instead of “yes” or “no,” the choice became this package or that one and it resulted in more sales.
If you want more people to read your content, sign up for your list, or choose you as their lawyer, don’t give them too many options, or too few.
