Why Feature-Selling Fails
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effort put into making decisions, and less in enjoying them. What’s nagging is the possibility that, if they had chosen differently, they could have gotten something better.” The bottom-line is the more choice and features you offer prospects, the more you confuse them, making it less likely they buy anything. Too many options paralyze a customer’s ability to make a decision.
As result of this ‘Paradox of Choice,’ many websites, advertisements, and marketing campaigns are actually counter-productive because they confuse prospects with features that clients did not know existed, and would probably never use.
Nobody likes to feel that they made a bad choice. Feature escalation only plants doubts in consumers’ minds and stops them from buying a product they were primed and ready to buy for fear of not making the best choice. Cell phone and digital
