Attractive and attracting.

Choice is an empowering proposition, experience and destination.

Accepting, assuming, and exercising choice is compellingly attractive for businesses. The ability to say yes, maybe, or no reflects the centrality of prospective customers and consumers.

MY CHOICE

Awareness of, and education about choice, stimulates sensitivity to personal purchase decision criteria. Exercising it implies varying degrees of power, control, independence and self-determination. It is a win-win situation for businesses and clients/consumers.

Totality is improbable, and options are not limitless. Therefore, optimisation will often be the best possible outcome. Choice is a relative measure.

Too many choices can be confusing and often unfulfilling.

Choice does not ensure or guarantee satisfaction or the “right” decision.

DESCRIPTIVE NATURE

Choice is an alluring adjective that describes the individual, the product, the service, and the application.

For example, a choice wine does not necessarily mean that it is bigger, better, more expensive or of higher quality. Conversely, it can imply a composition of all those desirable attributes, advantages and benefits.

By choice and of choice are suggestive, subjective and emotive. There is a particular intonation of a relative and competitive higher plane.

Lament the seeming redundancy and obsolescence in marketing such an expressive word or concept. It isn’t easy to understand, justify and rationalise.

CHOICE OFFER

Considerable scope exists for using and being rewarded for the proposition to be identified, applauded, and endorsed as a choice offering. It is within reach for those who can substantiate the claim and offer.

In that context, it is an attractive destination. Communications structured on product, price, place and promotion seem insipid in comparison.

ADDED VALUE

The introduction of a single word—choice—either my or your—adds a complementary, positive dimension. Ownership of such a perception will contribute to enthusiasm, pride, and endorsement.

YOU HAVE ARRIVED

Choice is not limited to a positive destination, outcome, or market position. Business owners and managers have the capacity to exercise and offer choice in terms of image, brand names, range, delivery options, finance offers, models, sizes, colour, quality standards, price, and countless other variables. Individually and collectively, they can make choices attractive in contemplation, selection, purchase, and use measures.

Therefore, choice when adroitly deployed can be the start, the process, destination and outcome of consumption.

CONCLUDING WORDS

This missive possesses the virtues of:

Choice advice.

Use them wisely

Your choice.

 

 

By  Barry Urquhart – Consumer and Retail Analyst | Marketing Focus

 

 

BIO:

Barry Urquhart is a highly regarded market research and strategic planning consultant, recognised throughout Australasia for his insight, clarity, and thought leadership. A seasoned keynote speaker at premier conferences, Barry is also the acclaimed author of Serves You Right! And Service Please!, two of the region’s top-selling titles on customer service excellence.

Respected as a trusted voice in business strategy, Barry continues to lead influential workshops and development programs that help organisations drive sustainable growth, elevate service culture, and achieve competitive distinction.

For Media Enquiries or Speaking Engagements:
Email: [email protected]
Mobile: +61 041 983 5555

 

 

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