On page 47, he talks about "Option Overload":
"Knowing they cannot know and understand all their options, they increasingly choose the most trustworthy and seemingly competent person -- or choose no one at all."
He adds, "Today's clients cannot chose among services and products -- they cannot gather all the information. So they choose among people."
Researchers at Stanford University found that we suffer from "option paralysis" with even simple products. Faced with a few varieties of jams and jellies to choose from, most people will buy at least one jar. When given more options, however, they usually leave empty-handed."
How does this apply to your resume writing service? One popular pricing method throughout the years has been to offer clients "levels" of service -- usually bronze, silver, and gold packages. But offering clients too many choices may keep them from deciding at all.
You might consider offering:
- Resume Only (digital files)
- Resume and Cover Letter (digital files)
- Resume Only (with laserprints and CD)
- Resume and Cover Letter (with laserprints and CD)