Choice is a good thing
Yes, but too much choice is a bad thing. It confuses customers and causes them to abandon whatever it is you're selling. So what if you have many products or services to sell to your customers? What should you do?
You should use the Two-Options Sale Strategy in your email newsletter.
So what's the Two-Options Sale Strategy?
You've probably seen it in many email newsletters but never really paid close attention. And if you look closely, you'll see that there isn't just one offer made at a time.
In most newsletters (unless we're creating urgency) there are two offers made right at the top of the newsletter.
Offer 1: Product 1
Offer 2: Product 2
Then again, at the bottom of the newsletter, the same offer is repeated.
So why not one offer? Why two?
The logic is that one offer is good enough. It prevents clients from getting distracted. And you couldn't be more right. But in many cases, your business is operating on limited marketing-bandwidth. That means you can only send out so many newsletters, direct mail etc. each month.
In that limited bandwidth, you have two types of customers
You have customers who've probably already decided they don't want to buy one of the two products. So let's say they decide they don't need Product 1, and they want the Product 2 instead.
Um, you know what comes next, don't you? Yes they buy Product 2. And there's also the situation where they've already bought Product 1 earlier. So their eyes automatically glaze over Product 1 and head right to Product 2.
But, but, aren't you cannibalizing your space by making two offers?
Contrary to what you may believe, your sales actually go up. With two distinct offers, clients tend to choose between one product or the other. And off they go to your sales page and you make the right sales argument, they'll buy your product.
So should you have just two products consistently or can you add and remove products?
Most people have fewer products, but if you have a new product then you should use the Product 1 spot for your best-selling product and Product 2 slot for a new product. And yes, be sure to put the word “New” or “Announcing” right next to the name of the product. A simple addition of “New” makes customers look more intently.
Of course, you may be tempted to turn up the heat a bit and take the Two-Option Sale Strategy and turn it into a Three-Option Sale Strategy. And I say, “goodonya mate!” Go for it. Don't listen to me. Try it for yourself. Maybe it will work.
What works best for us is Two-Options method
And it's worked exceedingly well over the years. Try it for yourself—and see the results.
Next Step: “There are marketing books and there are marketing books – I bet there are not many you have read many times over?
The Brain Audit really teaches you the art of persuasion because it gives an insight into how people's brains work. I have used the principles in writing WebPages, writing articles, making presentations, networking, negotiating and even writing submissions for a judge!
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Would I recommend it to people serious about getting on in business? Absolutely.”
Michael Smyth, approachablelawyer, Auckland
Judge for yourself The Brain Audit: Why Customers Buy And Why They Don't
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