If you’re in business to help others, then you need to know about the paradox of choice.
Because as a service business, we assume that the more offerings we have, the better.
This makes sense.
- Have more offerings.
- Increase your pipeline.
- Make more sales.
It sounds good in theory, but it falls flat in practice.
Nothing illustrates this point better than the famous jam experiment.
The landmark Stanford & Columbia study reminds us of why less is more…
At a local food market, passers-by would find a display table with 24 different kinds of jams to try. The next day, there were only 6.
The researchers tracked sales and found something no one would have expected.
While the larger display table generated way more interest, people were far less likely to buy a jar of jam.
When they offered fewer options at the display, the table made more sales.
That’s because choice paralyses the consumer.
But we seem to forget that.
Because choose a random independent, private, non-franchised gym and you’ll likely find:
- Gym Membership.
- One on One PT.
- Programming.
- Group Training.
- Small-Group Training.
- Online Only…
And then combinations of the above.
But more is not better.
You can think about it this way.
Imagine if you tore your bicep off the bone.
You went to a hand and elbow surgeon.
They suggested surgery, but gave you three options.
A partial reattachment where he/she reconnected 30% of the biceps tendon to the radius.
A majority reattachment where they connected 60%.
Or full reattachment of all biceps tendons fibres.
Which one do you take?
Trick question… because the answer is none.
You would have left that surgeon’s clinic wondering what kind of quack you wasted half an hour of your time with…
And instead, find a surgeon who does it right.
Here is the takeaway:
When people ask experts like you for help, they don’t want options.
Because there aren’t 7 different solutions to their problem. There is one.
The one that you offer.
So give it to them.
That’s why our ADP program works so well.
Want to work on your speed?
Join our ADP.
Want to work on your strength?
Join our ADP.
Want to work on your mental skills?
Join our ADP.
You get the idea.
If you want lots of interest, offer a lot of jam.
If you want to have lots of customers, offer less.
This is why I only offer a few ways to work with me.
The most affordable (at $3.19 a day), is the Alley-Oop Newsletter.
For a cheap and nasty coffee, you can get pure business gold that pays you back in stampedes of new customers.
You can check it out here.
– Karl Goodman
