How do you make decisions? And how can positioning fight stress?
We are wired to make decisions by comparing stuff. It’s how our brain works.
Comparing details and finding differences is what we constantly do, sometimes without even noticing. But you will notice tension and stress rising if you fail to find something that will help you make up your mind.
Similarly, finding yourself in front of too many choices, is confusing and stressful. Mainly because, if nothing stands out, you’ll have way too many details to compare before reaching a conclusion.
For that reason, behavioral scientist and smart marketers alike will advise limiting price options to three while making the middle one stand out. It satisfies decision-making (and ego), while providing the obvious and easy choice. It’s relaxing and rewarding.
Now think about your business. Order an audit if you are biased. How many options do your customers have? Are you one of many, offering the same or similar product? Can you differentiate yourself from competition? Are you clearly communicating those differences?
In other words, are you making it easy for your customer to choose?
The set of actions that will allow customers to tell at a glance that you are the obvious choice, is called positioning.
Yes, it’s not only a buzzword, it’s a great success insuring strategy. And, along financial benefits for your business, it will also ease your customers’ decision-making.
One way or the other, positioning is a fantastic way to reduce stress.