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Imprinting

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Imprinting is when baby ducks follow the first thing they see. That’s why when the baby ducks come out of the egg, they usually see the mother duck. If they see you, that’s a problem.

However, there is a different type of imprinting that is always good when you are the first person seen. In the real world, you want people to imprint your business. The only way you get people to imprint, or follow your business, is by being first. Set yourself apart from the competition, and consumers will imprint on you.

They won’t follow you back home, watch you brush your teeth, or do anything else strange like that. However, they will buy your products and services. When another competitor comes along, the consumers already chose someone to imprint; you.

You want people to imprint your business. Not only will they follow your business, but they will also trust your products and services. Trust leads to sales and returning consumers who become clients.

When baby ducks imprint, they imprint on the first thing they see. It doesn’t matter if the next duck they see is ten times smarter than the first duck they saw. It doesn’t matter if the next duck they see is way more beautiful than the duck they imprinted on. The first thing a baby duck sees, it imprints. There’s no way around it.

The Advantage Of Having Few Choices

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Decisions are made faster as impatience builds.

When there’s only a few products to choose from (less than five), consumers are most likely to buy something.

Although they may not be returning customers until the next product comes out, you are sure to get more sales from some product versus getting some sales from many products (it is possible for products to make a lot of sales even if there are a lot of other choices).

When it comes out that the company plans to come out with a new product, they get tons of sales for the new product because the impatience of the consumers goes out of the roof. The new product becomes sold out in a matter of days.

 

The Problem With Having Few Choices

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We get impatient or just leave.

There are plenty of companies that are creating incredible products.

The problem for some of these companies is that they don’t offer enough choices. That company might have come out with a product you have been using for 5 years, but it’s been 7 years ever since they introduced a new product. Basically, it takes a long time for new choices to become available.

When consumers see the choice selection for the first time, they have two choices.

They either buy a product (or more than one) and get impatient waiting for the next product to come out, or they just leave because the guy across the street has more options.

In addition to that, if the consumer doesn’t like your options, they won’t buy. With fewer options, you are narrowing your list of consumers down to a specific subset.

 

The Advantage Of Having Too Many Choices

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We get trapped and stick around for a while.

If someone wants to buy 100 books, but that person could only get 5, it takes a lot of time to decide which 5 books are the best. The other 95 are rejected, but since they were also good, the consumer comes back whether it would be a week, month, or year later to buy more books.

With more options, consumers have to closely examine each option. They are more likely to come back and buy more of your products.

When deciding among 10 products, a consumer may be able to make a quick decision. However, before the consumer makes a purchase, he might see another product that he wants to buy. People don’t leave, but instead they stick around. When they leave, they are sure to come back.

 

The Problem With Too Many Choices

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We get trapped and overwhelmed.

If there are 100 books that you like, you can’t buy them all now. You have to make a choice.

What if you could only buy 5 books, but each of those 100 books are special in their own way? Rejecting 95 of thos books would be an overwhelming process that could take hours. It isn’t as easy for the consumer to just flip a coin and base their decision on luck. Consumers weigh all of the options before making a final decision.

The less choices people have, the smaller the weight is. If a consumer has only 5 choices, that person only has to lift a 5 pound weight. If a consumer has 50 choices, that person has to life a 50 pound weight.

The 5 pound weight is easier to lift than the 50 pound weight. Make it easy for your consumers to make choices. The faster they make a choice, the faster they will buy one of your products. Giving a consumer too many hoices haults the process.

Take A Risk

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Every day, you should be doing at least one thing that you’re afraid of. If you did more than one thing you’re afraid of every day, that’s extra credit.

People are afraid of taking risks because they are quick to think of the negatives. If the product gets changed, people are quick to see the negative point of view such as losing clients and sales.

It’s better to be risky than it is to be safe. Every successful entrepreneur took some kind of a risk. Seth Godin took a risk with his self published book, Purple Cow when he gave away a milk carton that looked like his book for free. The risk paid off, and Seth got himself a publisher again. Now it seems as if all of his books become bestsellers.

Risky is the new way to dominate business. Safe isn’t safe. Safe is dangerous.