Too Many Choices! | TravelResearchOnline


Too Many Choices!


‘Too Many Choices’

That was the headline of the article I read on page 14 of a recent edition of the AARP Bulletin. (That is a weekly news rag for us fossils… and fossils to be.)

The subhead read, “From cookies to cell phones, dog food to discount drug cards, are Americans finding that more is less?”

I have believed this has been the case for years, ever since I focused on the choices we have in hand soap today. Don’t get me started on the available options you have when trying to put an end to a simple headache.

I could have written this article ten years ago. In a word: Incredible. Want a second word? Confusing. One more? How about frustrating?

Want a cracker? Eighty-five types of crackers. How about a cookie? Two-hundred and eight-five types of cookies. Have a headache? Eighty pain relievers. Want to invest your birthday money? Thousands of mutual funds. Got 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 had enough 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… who can help make a proper decision.

Are you the person the world is looking for? Can you become that person? Do you want to be that person? If not, why not?


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Consumers are walking around with migraines created by your products and services. We don’t know what’s best for us and many of us don’t enjoy doing more than a minute, or two, of homework.

This human fact (shortcoming) makes for a giant opportunity for those who know what they are talking about. (I hope this defines you.)

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% increase in America being treated for clinical depression over the last 25 years.” (75%? Holy cow!)

Why not become the answer person when it comes to your industry. Earn my trust and deserve my business. Be the best. Bring me “easy.”


P.S. – One of my favorite quotes (reminders) comes from a former Los Angeles Ram NFL football player by the name of Merlin Olsen. It does not tie in well to today’s message but since this is my column, I will share it anyway.

“If I am not practicing and my competitor is, when we meet, he will beat me.”


Mike Marchev

Mike Marchev is always looking for a few more proactive travel professionals to join his Sales and Marketing Club. Send for details.


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