Make it easier for people to buy

If you give your clients too many options, it can put them off before they've even started.
It can feel like giving people a lot of choices helps them get the most value for their money. I think the opposite might be true. Think about it:
- Some of the best restaurants have the smallest menus.
- Many of the most successful products have very limited options.
- When was the last time you bought something where you chose more than one option?
With simple purchases, people often adapt what they're looking for to what's on offer.
But when it comes to a considered purchase, rightly or wrongly, people have more of a fixed idea of what they want to buy.
People don't go looking for what you might be selling.
They go looking for what they want to buy.
Don't worry, you don't have to change what you sell to meet this expectation. You may need to change the way you talk about it. I explain how in this video.