In 2000, two psychologists from Columbia and Stanford University conducted an interesting study about human behaviour when faced with a multitude of product choices: The Jam Experiment.
They discovered that when people were presented with 24 different types of jams to choose from at a local food market, they were less likely to buy any jam at all than when they were only given 6 different types of flavours.

In this episode, Franziska shares how you can apply the jam experiment in your business. 

Highlights:
0:00 Why some businesses struggle
0:38 The jam experiment
1:37 The Paradox of choice

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Franziska: Do you know that the major reason why businesses struggle to sell more is because they confuse and overcomplicate their offering? They confuse the customer. And I just got off an Advisory Board. It’s a weekly session we run for our Clever Bunch members here at Basic Bananas. And the common theme in all the questions, in all the campaign feedback viewed was over complication People~ Business owners need to simplify big time. And I would love to introduce you to the Jam Experiment to illustrate this point. So, years ago, two psychologists from Columbia and Stanford University did a Jam Experiment. They went to a food market and on one of the days, they offered 24 different flavours of jams. They had a little stall. So on one day, 24 different flavours of jams that you could try and buy. On the next day, they did six different types of jams, different flavours. And again, they kept running the experiment. On one day, 24, then on the alternative day, six flavours. Now, which day do you think they sold more jam? They sold more when they only had six flavours, not 24. So the choice was much smaller. So six compared to 24. When they offered six different offers, they sold a lot more than there was 24. And the reason is that there is this paradox of choice. If a person/customer is presented with too many options, they can’t take action. They are less likely to take action. So look at your own marketing and look at especially at your own offers. Are your offers understandable? Are they clear? Are you offering too many options if somebody that doesn’t know you and looks at your offering and they’re confused, there’s too many options and they just don’t know where to go and what to buy, then you need to simplify. So look at your offerings again. Look at your choices that you give people. Do you need to simplify, and try it. Try it and see what happens. Like the Jam Experiment. Do that on your business. Give your business a little bit of a “Jam Experiment” do over and let us know how you go. And of course, for more marketing tips and also masterclasses, head over to basicbananas.com. Here, we’re all about creating positive ripple effects for business owners and the more we can impact you positively, the happier we are here with our team. Thanks so much for tuning in.