You'd have a hard time telling by my posts (let alone my Twitter stream), but I'm supposedly a psychologist or something, so I thought it was time I did a little psychologizing here on the Moz blog. One thing I like to think I've learned over the years is the subtle art of persuasion – not the manipulative, why-won't-my-clients-be-reasonable variety, but the art of communicating in a way that helps promote win-win situations with clients, prospects, and partners.
This post is the first in what could be a series (if you like it) about the art of professional persuasion. Whether it's your boss, client, prospect, co-worker, or website visitor, your success often hinges on the ability to communicate persuasively.
The Yes/No Question
Every web designer has a version of this story – you work your little fingers to the bone to come up with the perfect design, research your client's color preferences, industry competitors, and TiVo playlist, finally present your masterpiece to them, and then gasp in horror as they rip your baby to shreds like a pack of wolves on tainted Slim Fast. What happened? Whether you realize it or not, you forced your client against a wall by asking them a Yes/No question:
On the one-hand, you have your design, and on the other hand, nothing. Your client can only approve or disapprove. If they approve, great; if they don't, then they start to do what all people do: rationalize their decisions. On a gut level, there's something about your design they don't like, so they look for things to pick apart. You (naturally) get defensive, and it's all downhill from there.
The Yes/Yes Question
So, what happens if you give your client two options? You've turned a Yes/No question into an A/B question. Instead of "Do you like it?", you've made the shift to "Which one do you like?":
Not to over-illustrate what may be obvious by now, but you've just asked a Yes/Yes question, and the answer to a Yes/Yes question is almost always "Yes".
Isn't That A Lot of Work?
I know what you're thinking, because I thought it for years: isn't creating two designs a lot of work? Pardon a tangent, but I should say that design is just one example – you can apply this principle to proposals of just about any kind (except maybe the marriage kind – "Will you marry me? How about Chad?").
A designer friend finally turned me on to the secret – take the original proposal and make some modifications you can live with it. At first, I have to admit that this seemed like cheating. If you just tweak a couple of colors and fonts and act like it's a whole new proposal, isn't that a bit shady? Well, no, and here's why. First, what amounts to "just tweaking" for you only seems easy because you're a professional. Second, every one of us, in the process of creating anything, inevitably makes choices along the way. Many times, we make a decision because we have to, but we could've gone more than one direction. Revisit those decision points, and use them to generate a second proposal. Ultimately, you'll be able to present people with options that aren't too difficult to create and still maintain your integrity.
What if They Mix and Match?
There's another worry people have with this approach, and it is justified in some cases, if a bit overblown. What if you present two options, and your target audience mixes and matches in ways you can't live with? This could be true for designs as well as sales proposals. The complicated answer is that you eventually learn to engineer your choices in a way that makes mixing-and-matching a bit more palatable.
The short answer is: So what? Would you rather have a discussion about how Element B doesn't fit Site A and have to get creative or have your client tell you why Site A sucks and they don't want to pay you? If you can get your client to mix-and-match, then at least they're telling you what they like. Hearing a laundry list of what someone doesn't like is useless – hearing what they do like gives you options.
How Much Choice Is Too Much?
So, by my own logic, if two choices are good, how about three or more? More is always better, right?
Sorry, got carried away for a minute there. Unfortunately, more choices won't necessarily yield more excitement for your target audience. Recent research certainly suggests that there's such a thing as too many choices. In most cases, 2 options will be sufficient – in some situations, especially where a lot of money is involved or the risk of a bad decision is high, 3 or more choices may be required.
Let your own decision path be your guide. If you naturally encounter points along the creative path where you can't decide which of two options is better, that may be a good place to diverge and create a second version of whatever you're working on. If this happens frequently, then 3-4 versions may be natural. Just don't invent versions for the sake of bombarding your audience with options – the goal is to give people a choice, not overwhelm them to the point of decision paralysis.
A Few More Examples
I've used the website design example to illustrate this concept, but there are many more cases where I think Yes/Yes questions can help you persuade someone in a win/win way:
- Sales proposals - Try 2 package options or pricing levels
- Boss proposals - Bosses love choices - 2+ options boost the odds you'll get 1 of them
- Copywriting - Provide a long and short version (if applicable)
- Logo design - Consider color options to allow for client preference
- Christmas lists - I would like a (1) Upscaling DVD player or (2) HD TiVo - it's your choice ;)
Of course, never present an option you can't live with. The whole point is to create a choice that helps you get an end result that's positive for both you and the client/boss/etc. Get creative, and you'll be amazed how often a little extra work up front can save you hours of headaches down the road.
Speaking of persuasion, this is where I try to persuade you to check out SEOmoz's 6-DVD Advanced SEO Training series. The introductory price (20% off + free shipping) has been extended until December 12.
Love it. I don't have any formal training but do enjoy reading around on this subject. With regards to pricing packages, three options is the usually magic number as opposed to two, because people almost always go for the middle option.
Therefore you can price your middle option at whatever you like (within reason!) and you are giving it perespective by offering higher and lower options either side. By making the cheap one not much cheaper, and the most expensive one a bit steep you can manipulate encourage customers to pick the middle option.
It's all about the illusion of choice.
P.S. Write more of these articles please, loads more in fact. Psychology & SEO go hand-in-hand.
Great point about the pricing. The only thing I'm careful on with pricing (and this could almost be a whole post) is avoiding the A-la Carte mentality. In other words, don't give someone 3 proposals all with separately priced bullet points or you tend to get the client into a buffet mode of thinking ("I want this from Package A and these 2 from Package B...").
Ahhh I know for a fact I could enjoy discussing this with you all day! However I'd prattle on for ages and everyone else would get bored.
I think though you should do a series of articles in this vein and how it all can directly relate into SEO/site-design/usability. I think it would be fascinating
Pete, I really love this! In a past life I was the Tech Director for a Web Dev/Design firm for 4 years and this is actually how our designers showed comps to our clients. Although we would sometimes have two different designers come up with 2 designs each, then we had 4 great comps to show the client. Normally one of them would hit the nail on the head or as you mentioned one would be dominant with "morphs" from the other comps.
I also wonder if this concept is something you learn with age or as a parent. I've found myself using this same method with my daughter now and then. :) I want her to learn to make choices, but I want her to pick from two good choices. :) A win win for baby and mom!
I think the part that might come with age, especially when you're talking about design, is letting go of the ego aspect. Some designers just get too wrapped up in the idea that they know best and that there's only one right way. Granted, there is good and bad, and some people have no taste at all, but when you get so hung up on one design that you can't see anything else, you tend to get yourself into trouble.
Jennita, you might be onto something about being a parent. My wife has spent a good portion of her time taking care of little ones is incredibly good about presenting our 3 year old daughter with multiple choices that she can live with. It is very apparent to me when I see her negotiate with kids that she savvy in this regard.
Exactly! I think it's an art form that we are forced to realize. After we've asked "Are you ready for bed yet?" and they answer "No" you realize hmmm ok I should phrase that differently next time!
It's not as simple to realize when you're talking to your boss, client or co-worker.
Good thing my daughter cannot yet read this:-) Recently it has been..
"Pick 2 books you want to read tonight." - so as to not read 2 and then find out that the 2 she really wanted were completely different that, of course, we now have to read and takes us past bedtime.
- and -
"Milk (soy) or Water?" - this way she just doesn't go straight for the juice.
Maybe sometimes it is...
"SEO or PPC?"
"MOZ Pro or Manual YBL Checking?"
"Content Creation by an In-House Staff Member or Hire a Good Copywriter?"
"Do you want that by Friday or Yesterday?"
Mothers have been employing this tactic for generations upon generations. When your two year old decides to assert himself by insisting on choosing his own clothes, you choose two outfits that are mother approved and let the toddler pick which one he wants to wear.
He feels a sense of accomplishment and control, gets practice making choices, and Mom doesn't have to deal with a meltdown while trying to get out the door in the morning.
Take it from an experienced Mom, this is a very effective tactic.
Trudy
Most definitely! There's a mini discussion further up in the comments about that. :) We have to quickly learn to give children yes/yes questions.
That tactic resulted in my mother saying, "No, that isn't one of your choices."
Over and over and over.
This reminds me of the old Bugs Bunny and Daffy Duck cartoon:
"Would you like to shoot me now or wait 'til you get home?"
In my paying job (Architect) we usually presented the client with three color schemes for the project and one was usually not very good (an obvious "no") leaving two real choices but the feeling of three.
The one 'less-great' option gave the client a sense of decisiveness. They weren't overwhelmed with choices and felt they were in fact qualified to make a decision - and therefore did.
That's some great insight into peoples' psyche. I really have to start doing that.
I think there's a natural feeling inside people that makes them feel that they need to have some sort of involvement or decision-making power when, really, they don't need either of those things.
We're the professionals, we always will be and 70% of the time, we know what's best.
I find this sometimes works with those arguments that you're just not winning, like when a client says "I have a new logo - just put it on my site (with no redesign)". Instead of arguing about how it's going to look like crap, show them. Sometimes, 10 minutes of work to create something visual proves your point better than 2 hours on the phone.
Yes, and for us "in house" folks, it works with bosses too when you're trying to get more responsibility and a raise (in most cases)...create your proposals so they're ready to be implemented, present the yes/yes along with salary increase recommendations for each option. I've successfully done this in a few different roles. Bosses love having options on the table that are ready for production. And they will almost always reward the initiative.
I would like to encourage everyone to thumb up this post or comment on it.
Win/Win for Dr. Pete.
I like the idea and am surprised I haven't seen it out there before. I'll give it a shot with my next client and see how it works.
Boy chenry you've got the gift. You ask people to thumb it up and voila! 53 thumbs and counting.
I agree with Bludge, I want to see more psych articles on here!
I haven't personally tried this yet but I will be trying it soon!
Duly noted. :)
I've theoretically mapped out about 5 possible posts in this series, so be careful what you wish for ;)
Wow, i do like this post. It seems kind of obvious AFTER i read it and your explanation of why it makes sense, but it's not something I'd really thought to apply across the board yet (Christmas lists and logos, i had already used ^^). Thanks Pete!
I often forget/think-I-don't-have-time to do this, but after all it's worth it on stuff you actually care about. Will be more mindful.
Also I think it's funny that the post ends with "Did you like this? Yes or No" How about "Did you like this post or my last post better?"
Re: thumbs up/down.. I was thinking the same thing.
Great article Dr. Pete, thanks for the insight!
Thanks a lot!! Dr.Pete,
This post is simply brilliant. It will make client so happy to have a 2nd choice, even if it's just tweaked a bit. I am gonna send this to our designers :D
I think you've persuaded me to get the DVD series!
Wow. He IS good!
Thanks Pete. This will help me a lot to avoid "checkmate situations" from happening again in the future.
This is great stuff, Dr. Pete. Options, but not too many, are excellent! Also, in terms of sales pitches, contrast is always a great thing. For example, if we take your advice and create two sales pitches, one should be the one you want to sell the most, and the other could include some premium services, making it slightly more expensive.
Seeing both price tags, the client would opt out of the more expensive one and be less likely to baulk at the price tag on the package you wanted to sell them in the first place.
I'd like to recommend Neuro Web Design: What Makes Them Click by Dr. Susan Weinschenk, for any fans of this post.
I love the diversity of content on this site. Thanks again!
Good idea, definitely something to work towards.
Thanks!
it is a ad
ROTFL! "Will you marry me? How about Chad?"
Really funny stuff Dr. P.
I'm in complete agreement with all above that cried "More, more". This is really good stuff to those of us in front of the DM's.
Can't wait for the installments to come.
The 'two options' idea is brilliant, and will prove very useful over the coming months, so thank you.
Totally agree. State everything in the positive. I worked direct sales with a coworker who physically nodded his head affirmatively, seemingly throughout the whole sales presentation, more or less, and inevitably his prospects would begin nodding in agreement. Once the conversation was completely affirmative in both directions, he would close the deal with little, if any, resistance.
Thanks for this post. I have used this over the years in sales and referred to this as the options close. I think I will add the positive options close to my language as a result of this article.
Another way I use this is to give what we refer to as the Good Better Best Close. Be careful to not offer to many options.
Sounds like a great way to get feedback on your landing pages.
I agree with the more psych posts...psychology plays an important role in how people use search engines and their interpretation of those results.
Good advice Dr Pete!
I had this happen a couple months ago, presented a client with 4 design choices and they mixed and matched. Four revisions later we were able to finalize it. The whole process took a whole lot longer than it really needed to and all because I thought more options would be better for them.
Next time we'll be trying two designs and seeing how much more efficient that route is.
Great post. We don't do much graphic design anymore, but when we did we always offered two or three options to prospects/clients. We also charged for this process even when proposing new web development projects.
makes a lot of sense. in the end the yes/yes saves TIME for everyone
Thanks for this post. its not exactly the sort of thing I would have expected to see on seomoz but its really enlightening.
We all have to get the work in the first place before we can do a good job of it!
I'll be implementing this idea into my proposals :o)
Cheers
After reading this article I suddenly want to develop a Killer Robots website.
Maybe its the big green 'YES!'s over all the thumbnails. GET OUT OF MY HEAD! =)
I have to confess that I lifted those screens from one of my own posts. A while back, I did a just-for-fun SlideShare presentation called: Attack of The Bad Usability, inspired by 50s Sci-fi and horror flicks.
If you like 50s Sci-Fi movies, then you would probably like this one:
Alien Tresspass
Fun spoof on the genre.
Thanks for a great post on choices.
Why didn't I think of that?
Why didn't I think of that sooner?
I've only recently started using this method and it does work well.
This, along with wire-framing methods, can really push the client to hire you. Not in a forceful way, but because they're more confident that you'll present them with a great final product.
Great post, and from experience this works almost everytime. I had a boss once who used this when creating designs or proposals, but he had a slightly different take on it.
This was in the days of print, we had clients who would contract for large print ads, and he would put a lot of time into the design and he knew they would find something they didn't like. So what he did was put a very obvious error (such as a title spelt wrong) in there. The client would mostly pick this up and then just glaze over the rest of the ad. I realize this isn't the Yes/Yes option but certainly another tactic.
I find that when I give people the A/B choice, it works just as you noted above.
Great read.
As one who over sees a product and all of the design elements of that product my preference is to work with a designer who is collaborative rather than just take A or B. As well I wouldn't work with a third party if they operate in the confines of take it or leave it. Not sure if that is what was being said but we have found in our business we get better work and better feedback when we are open and honest. Some times it takes more time but we are usually excited for the end product.
Interesting article, thanks for taking the time to put it together.
I absolutely mean this in a win-win way - it's not about trying to force someone into a decision, but giving them an option that isn't implicitly Yes or No.
I'm a big fan of the Agile approach to development and of getting regular feedback, but there are areas where I find that just doesn't work. With logo and basic site design, showing clients (especially unsavvy clients) partial designs has a way of backfiring, and presenting sales proposals or proposals to your boss in bits and pieces can sometimes make you look wishy-washy. As always, it's a matter of nuance, and you have to be flexible, depending on the audience.
Agreed. Thanks.
Enjoyable read on the psychology of communicating. There is a understated theme in your article, however. Your article implies the person with whom you are dealing with would not be intelligent enough to realize they are being manipulated.
A/B decision making is a great way to deal with people who need to feel empowered (either choice they make is a good one), and also people who have a difficult time making decisions. So, if you are dealing with someone of that nature, sure!
I don't mean to imply that at all. Done well, I view this as a win-win. The vast majority of clients and partners I've worked with would rather have a choice than none at all - I think it's just a way of framing the question.
Granted, anything persuasive can be abused (to the point of manipulation), and the devil is in the details, but I view this particular tactic as a very transparent one. I'm not trying to trick anyone, and I certainly don't think of my clients as dumb. In fact, two of them regularly read this blog.
As the great Michael Scott put it. We should aim for the win-win-win.
i loved this article im mostly an application developer and design gives me some issues. Ive began to understand the point you made and as i have gotten more experience but i never thought of the idea so simply and succinctly... love the post and all great points. It is a little social engineering to me which is always fun :)
Enjoyed this post and learned something from it. Well actually, I already knew it but was reminded.
Thanks!
This is a great article.
Simple pyschology, yes, but it is in fact knowledge that not that many people have.
This post is simiar to a summary of the book "Influence" by Robert Cialdini.
The book was good (information) but a little dry (Cialdini is more of a researcher than an Influencer.)
This post has more juice to it! Thanks!
This is an awesome article. I have a neighbor is a VP of Darden Restaurants. A very smart man. He gave some similar advice that would go well with this. If you are going to disagree with someone about something that you are not more of an expert them, you should disagree with the premise of the decision and not the decision itself. It does the same thing, and ambiguously make everyone think you are a genius. Great Post
You have just inspired me to add one to my list of Cool Titles for Books I'll Never Write: "The Ambiguous Genius".