Our brain represents 2% of our body weight but consumes 20% of its energy. As a result, we save mental energy whenever we can and “go for the easy option” often based on mental short-cuts and emotion. Take a commercial example: A stall was set up offering customer tasting options for high-quality jams. There were two versions tested – one with 24 jams and one with 6. Here are the results.

Fewer choices brought more sales from fewer people.

Think about this in ask strings in direct mail charitable solicitations or we write about the many and various programs that can be supported. Are we offering too many choices?

Submitted by:
Geoff Peters, President Moore DM Group &
Bernard Ross, Director, The Management Center
Keynote presenters for the 2018 Bridge to Integrated Marketing & Fundraising Conference
July 31-August 2, 2018