Member-only story
Stop losing business to confused buyers
Use storytelling to end confusion and get more clients.
You’ve undoubtedly heard the saying, “A confused mind never buys.”
One reason people are confused is simply that they face too many choices. It’s one reason I prefer to shop online. Why stand in front of a store display offering dozens of products when I can narrow down my choices with just a few clicks on my computer, in the quiet of my own home?
Clearly I’m not alone. Columbia business professor Sheena Iyengar conducted a study in a grocery store. At different times, they set up tables with 6 vs 24 kinds of jam. The percentage of buyers was 3% of the larger assortment and 30% for the smaller choice.
As a business owner, you can confuse customers if you offer even ONE choice, simply because they don’t understand what you offer.
Sometimes they don’t understand what you’re calling yourself.
When I get a client who insists on being known as a “happiness coach,” a “business choice coach,” or a “relationship development coach,” I get worried. (Those titles are imaginary — no finger-pointing!)
Yet even if you use a conventional title, you probably have a unique way to deliver services…
