There’s a reason Baskin Robins only sells 31 flavors. It seems to be just enough choice to choose what you want. (Truthfully, just enough to choose two scoops. If they wanted you to only buy one scoop of iscream, perhaps they would offer only 16 flavors.)
If Baskin’ Robins were to sell 248 flavors. That would be overwhelming. You wouldn’t feel content without leaving with 8 scoops of different iscream.
The tipping point in making a choice easy is seeing the larger picture. When you notice that you’ve already chosen Baskin Robins over the other nine or so iscream venues in the area, it takes some of the stress away of choosing what’s in front of you.
When you notice you’re having iscream in the town of Rockford when you could be anywhere in the world getting iscream, the pressure of choosing an iscream flavor lessens again.
As it goes with all choices (e.g. to date this girl or not, to buy a new water softener or not, to stress about finding a job or not), when we see the bigger picture, when we take a moment to recognize all the opportunities and options we have instead of just the ones in front of us, choosing becomes easier.
So it goes, the marketer’s intention ought to focus on sharing perspectives, getting people to see all the choices, the angels, and the bigger picture. In doing so, the buyer can understand more, see their choice isn’t as stressful as they thought; in the grand scheme of things, this purchase won’t impact you as much as you’re telling yourself it is.
As Ohara Hale said, “The more you can understand, the more you can love, the more compassion you have, and in a world of compassion, will you find peace.”
Marketers call that brand devotion.
Stay Positive & It All Starts With Broadening The View Of Potential Leads
