Jonah was picking covers for The Catalyst. The publisher liked one but Jonah wasn’t sure, so he decided to ask some other people. He’s never gotten as much engagement on a social media post as he did when he posted those book covers and asked which one people liked best. Everyone shared an opinion. People love sharing their opinion and by giving them a choice, by providing a menu, that’s what you’re doing. You’re allowing them to share their opinion and they’re going to be much more likely to make a choice at the end of that experience.

Sometimes you’ve only got one product to sell. Try creating a phantom version that isn’t even something you think consumers will want. By offering it, 1) you give them a sense of choice, which should make it more likely they’ll choose one, and 2) if a lot of people choose the one that you didn’t think they’d want, you should probably make that version of what you’re offering after all. Combat reactants by giving people the opportunity to choose and participate.