The Jam Master
- April 4, 2011
- Posted by: Rochelle
- Category: Brand + Design, Marketing + Selling
You’ve most likely read about the jam experiment, circa 2000. (Take a look here for the original research). The upshot: 30% of shoppers presented with “limited” choice–6 jams–bought. Only 3% of those offered “extensive” choice– 24–made purchases.
You do the math: how much more compelling is selling to 30% vs 3% of your audience?
Try giving your clients and prospects fewer choices. Start with one clear thing to remember you for (hint: it probably won’t be your brainpower but how you make them feel.
Add a couple of “triggers” so they know when to call you. And when they do call? Make it easy. Avoid offering “extensive” choice.
Remember: you’re selling jam.