IS THERE SOMETHING I SHOULD KNOW?
THE AMBIGUITY EFFECT
The tendency to avoid things one does not fully comprehend
Humans tend to avoid options that we consider to be ambiguous or to be missing information. We dislike uncertainty; therefore, we are more inclined to select an option with a known outcome or experience.
In short, we feel better knowing exactly what we’re getting ourselves into, even if it’s a less optimal choice.
SO WHAT
Consumers may eliminate good (or even the best) products and services from consideration merely because they aren’t familiar with the brand or haven’t used the service in the past.
NOW WHAT
Relevant, concise education plus reviews/testimonials is a major competitive edge.
Anticipate frictions your audience may have, including questions or objections and address them fully.
MARKETING IMPLICATION
Are you clear on what your prospect wants to know about your product? What are the blind spots you should proactively solve for?
The trick to viewing feedback as a gift is to be more worried about having blind spots than hearing about them.
- James Clear, 3-2-1 Newsletter