That was the headline of the article I read on page 14 in a recent edition of the AARP Bulletin. (That is a weekly news rag for us fossils and those planning to be fossils.)
The subhead read, “From cookies to cell phones, dog food to discount drug cards. Are people confronted with too many choices?”
I have known this ever since I focused on the choices we have in hand soap today….or products we have to choose from to put an end to a simple headache. I could have written this article ten years ago.
Summing up this situation in a single word: Incredible. In a second word: Confusing. Want a third? Frustrating.
Want a cracker? Eighty-five types of crackers. How about a cookie? Two hundred and eight-five varieties of cookies. Have a headache? Eighty-seven pain relievers. Want to invest your birthday money? Thousands of mutual funds. Need a phone? Hundreds of cell phones with dozens of calling plans. Get the picture?
What the world does not need is more choices. We’ve got choices, we just don’t know how to make a choice. What we need more than ever before, is for someone who can help us make the right choice.
Why? Because we have too much stuff. It is impossible for any of us to perform the necessary due diligence to make an educated decision these days, with or without the help of cyber space.
But enough about AARP. Let’s talk about you. Regardless of your industry or lot in life, I am sure your prospects and customers are faced with a plethora of choices. And I don’t believe they are particularly enthralled with this freedom. In fact, I think today’s consumer is itching to find a person they can trust who comes equipped with the right combination of skills and knowledge…and who can help make life easier for them.
Are you the person the world is looking for? Can you become that person? Do you want to become that person? If not, why not?
Consumers are walking around with migraines caused by the myriad of decisions they have to make concerning their next vacation. We don’t know what’s best for us, and many of us don’t have the patience or the discipline to do more than a minute or two of research.
This human fact (shortcoming) makes for a giant opportunity for those who know what they are talking about. (You, I hope.)
I don’t want to rewrite the AARP article but it goes on to say, “Even though choice may enable people to improve their lives by some objective measure — it often makes them feel worse. This may help explain why there has been a 75 percent increase in being treated for clinical depression over the last 25 years.” (Holy cow! Are they implying that by planning your own vacation you may soon be a candidate for some professional therapy? Who knew?)
Hey, be the answer person when it comes to your industry. Earn my trust and my business. Be the best. Introduce some more “easy” into my life.
Mike Marchev has plenty of stories, strategies and tactics to keep you on top of your game. Ask to be placed on the distribution list to receive his periodic Motivational Memo. Click Here to Join Now.
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