So what is it? Well, to put it simply, consumers get stressed when there are too many choices and products perform better when there are fewer choices.
In other words, if you make coffee mugs and offer 21 different colors, 7 different shapes and 5 handle designs you may be doing yourself an injustice with buyers.
It is likely you would do just as well or better with two or three choices. The same is true in a selling situation. When I was a Sales Manager we taught Sales Reps to talk about no more than two or three products (pharmaceuticals) and to feature just one and make passing mention of the others.
Too much information clouds the decision making process and can often cause the buyer to shut down.
What does this mean for you as a storyteller? Well, it is an old drum I have beat on before with you. As you market don't use brochures that list every program you have ever developed. I've done it, you have too! We print these lovely AND expensive brochures with lots of choices.
I EVEN HAD A "MAKE YOUR OWN PROGRAM" CHOICE IN THE LIST!
Instead I now develop programs aimed at specific markets and promote ONE program or perhaps two when I contact them. For example, as I added Buffalo Bill Cody to my list of programs I made contact with every venue that I performed as Mark Twain. A simple postcard to those venues brought in quite a few gigs. I've done several hundred Twain gigs over the past few years and each one is a "hot prospect".
I've successfully done the same thing with other programs at these venues. Instead of one gig and done, I've "sold" a series of programs to them... Twain, Celtic programs, Patriotic programs and of course my favorite - Mountain stories about my Cousin Peanut and his off kilter kinfolks.
You see, if I had listed all these programs and given them a brochure they might not have contacted me and asked for any of the listings. When I eliminate the multiple choices and offer one at a time they call quite often!
WHY? First of all it is easier for them to see one choice and decide to contact me for that particular program. Second, by sending out a postcard about one program and tying it to a time of year it also can give a sense of urgency. "Better call now to schedule that Celtic program for March or I might not get on Stephen's calendar".
So what do you do now? Plan specific campaigns for specific programs. Plan your marketing with a calendar at hand. Give yourself a lot of lead time so you can make multiple contacts to targeted venues.
I do a postcard first, follow up with an e-mail if I have an e-mail address and often a third contact with a phone call or another postcard, especially if I am on the road and will be in a certain area.
The second postcard in that situation often has a label on the front noting I will be in their area on a certain week and have dates and times still available. If I am not traveling I will still do a label (often a gold label) mentioning I still have great dates available.
Yes, it takes some coordination and yes, I do overlap campaigns as I market to several types of venues at once. But it gave me 130+ gigs each year for the past several years.
Try it... You'll like it!
UPDATE: As requested, I am sharing a postcard I did a while back that I aimed at a specific market - preschools and kindergartens. The front of the postcard is bright with some primary colors. The figures are simple drawings and I emphasize Princess Stories - for little girls, of course. I think this was sent out at the time that "Tangled", Disney's Rapunzel remake was coming out.
and the back emphasizes learning, good deeds (values and morals) listening and communications skills. I also throw a little hook... I can dress up for the program. That caught the attention of several teachers and helped get several gigs.
Thanks Stephen... your post gives me pause to take a closer look at how I present my offerings.
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