Offer More Than One Option

_{[Read time: 2 minutes]}

Read the title again.

I’ll wait.

…

…

…

Still here?

Good.

Because this one is pretty simple:

Offer more than one option.

I’ve mentioned this before from a different frame → the decoy effect.

But today, let’s pull this apart with a bit more bite.

Reason 1: You frame the decision.

Your buyer needs something to compare against.

Offer only one thing, they compare it to any option under the sun.

Fiverr. Competitors. Doing it themselves. Doing nothing.

Offer more than one (ideally three) and you control the comparison set.

You anchor the comparison.

This is the difference of letting them swim in an ocean of alternatives vs. inviting them into your curated pool.

Reason 2: You change the question (in their mind).

With one option, your buyer defaults to, “Do I want this (yes or no)?”

With multiple, they ask, “Which one do I want?”

Same buyer. Different question.

You call it a Jedi mind-trick, I call it buyer psychology.

If you’re skeptical on this one, lean on the math:

• One option: 50% of the choices are ‘yes’ and 50% of the choices are ‘no.’

• Three options: 75% of the choices are ‘yes’ and 25% of the options are ‘no.’

Just don’t over do it. Too many choices leads to the paradox of choice.

Reason 3: You tap into extremeness aversion (when buyers face uncertainty).

Present three options (low, mid, high) and most buyers feel ‘safest’ in the middle.

Too cheap feels risky.

Too expensive feels heavy.

The middle one is just right.

Goldilocks nailed this long before behavioral economists gave it a name.

Humans try to avoid the extremes and seek comfort in the middle.

Use that.

So yeah, offer more than one option.

Even if you sell just one service.

You can vary speed.

You can vary support.

You can vary the scope, delivery, outcomes, or even the way it feels.

The point is give them options.

And if you noticed I just gave you three options. On purpose.

One of them probably landed.

That’s the point.

And no, I didn’t invent any of these reasons.

They come from pricing science, buying psychology, and paying attention to my own buying habits.

This isn’t manipulation either.

It’s ethical framing.

And it’s good business.

So if you’re still offering one thing, one way, at one price…

Fix it.

See you next week.

— Peter

P.S. Building out multiple options doesn’t mean adding more work. It means structuring your services in a way that frames value and protects your pricing. If you’re not sure how to do that, we should talk.