Sunday
Aug262007
Customers Have Too Much Choice
Why should they buy from you?
By Wizard Partner Craig Arthur
Today we have more money than ever, but disproportionately to yesteryear, we have more choice.
Look at Supermarket shopping:
50 years ago: 2,000 to 3,000 different lines on the shelves
30 years ago: 6,000 to 7,000 lines
Today: up to 28,000 lines available
I was in a taxi in Perth. The driver and I saw a group of teenagers, the conversation turned to how kids today have to have the latest mobile phone and ring tone, and wear the cool brands. The driver told me, “when I was a boy we had no money to spend, but it didn’t matter because there was nothing to buy.”
Look at Supermarket shopping:
50 years ago: 2,000 to 3,000 different lines on the shelves
30 years ago: 6,000 to 7,000 lines
Today: up to 28,000 lines available
I was in a taxi in Perth. The driver and I saw a group of teenagers, the conversation turned to how kids today have to have the latest mobile phone and ring tone, and wear the cool brands. The driver told me, “when I was a boy we had no money to spend, but it didn’t matter because there was nothing to buy.”
Don't you just love those 'when I was a boy' stories! But in this case it wasn't an exaggeration.
How many plumbers, dentists, electrical retailers are in your town? What makes them different? Do you know?
How many competitors are in your business category? What makes you different? Are you explaining how you can help customers in your ads? Or are you merely parroting what everyone else in the category is saying?
Remember, you are competing for a customer’s share of wallet. If you sell furniture you are also competing with travel agents, jewellers, electrical retailers, the list goes on.
When faced with too much choice our brains shut down. The easiest decision to make is not to make a decision. Today you must make your brand, store, or product, easy to understand and easy to buy from.
In an age of too much choice, you must simplify your message, make it sticky and then hammer it home relentlessly.
So why should customers buy from you?
How many plumbers, dentists, electrical retailers are in your town? What makes them different? Do you know?
How many competitors are in your business category? What makes you different? Are you explaining how you can help customers in your ads? Or are you merely parroting what everyone else in the category is saying?
Remember, you are competing for a customer’s share of wallet. If you sell furniture you are also competing with travel agents, jewellers, electrical retailers, the list goes on.
When faced with too much choice our brains shut down. The easiest decision to make is not to make a decision. Today you must make your brand, store, or product, easy to understand and easy to buy from.
In an age of too much choice, you must simplify your message, make it sticky and then hammer it home relentlessly.
So why should customers buy from you?
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