Your Customers Want Answers, Not Options
When you are so worried something won’t work, you create a bazillion more options *just in case* one of them is the right one. Except your potential customer can’t see the right one because there are too many places to look.
Your customers want answers, not options.
They want a direct line to the solution to the problem they have right now, and they don’t want it to be hard to find.
The other day I was looking around at a potential client’s site. Her web copy was compelling and I felt really sure she was super capable and well qualified to solve the problem her clients had.
So why wasn’t she selling?
I popped over to her sales page and immediately knew why. It was as if an offer-making machine had malfunctioned and barfed all over her page.
She had six different options for working with her to solve the same problem. I mean… variety is the spice of life and everything but how in the name of nachos was her client supposed to decide which of these paths would be best for them?
When I talked to her about it she kind of looked sheepish and said “Well, I wasn’t getting traction with my first offer so I made another one. And then I had a great idea in the shower and thought I’d make a third one. And then it became an addiction. Before I knew it, I had SIX. I have a great idea for another…”
I stopped her there.
This is what we call a scarcity mentality. When you are so worried something won’t work, you create a bazillion more options *just in case* one of them is the right one.
Except your potential customer can’t see the right one because there are too many places to look.
There is nothing wrong with having some options, but remember your customer’s journey and how they think about their current situation.
Rather than six competing offers, how can you create three that build upon each other, that follow the path a customer is on? How can you build options that meet them at each stage of their development with you?
Simplify the path and make it easy for them to say yes. Stand right where they are and hold up that shining beacon that says “I’m here! I know you and I’ve got that thing you need right here! C’mon over!”.
In summary: options are great when you’re choosing a car. But a clear, direct path to a solution will get *your* customers to a yes in no time flat.⠀
Tell me in the comments…
Where can you simplify your customer’s journey?⠀
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