Let people feel good about choosing to buy your product

When people feel they have made a choice and that the result is good, they feel good about their choice and give themselves credit for their choice. Even when they didn’t make much of a choice in the first place.

Generally speaking we don’t like choices with no information because in these circumstances we can’t give ourselves credit for making our decisions.

When we have to make a choice from two bad options, we always feel bad. Choosing the lesser of two evils is always a distasteful event and we never take credit for it. Indeed when the choice is trivial or distasteful we sometimes let others choose in order to avoid getting involved.

So if there is a choice to be made, make sure that you offer a simple choice of two or three good things, and then go out of your way to congratulate people on having made such a good choice.

Every day we deal with numerous direct mail and email adverts, and watch the results of each one. If you would like to talk about our handling your marketing, either as a one off, or on a regular basis, please do call. 01536 399 000.

You can read all our articles in this series on www.blog.hamilton-house.com or follow us on Twitter @HHMailings

The original research cited here was quoted in Simon Botti Cornell University Ann McGill Uni of Chicago Journal of Consumer Research vol 33 p211

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