How to Influence Your Client’s Choices

This is one of my favorite Google Talks.  It features Barry Schwartz.  Here he discusses how people make choices.  Here is my very quick breakdown.

When people are confronted with a  number of choices this is how they respond or feel:

  • 1-2 choices does not feel like much of a choice
  • 3 choices feels optimal and will generally go for the middle
  • 4 choices or more are overwhelming and causes people to not make a choice

The general rule of thumb is create three choices with the middle choice being your main target.

There is way more detail in the video and I highly recommend watching it if you are in sales, marketing, or design.

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