 Oh, what's up everybody once again is brand man Sean and I'm excited to give you guys another snippet from an up and coming interview that I have with Peter Prue. He is the founder of e-commerce empire builders. He's built multiple million dollar businesses himself and he's helped others do the same. Now what's so interesting about this particular clip right here is it's something that I've talked about again and again, but I really want you guys to get somebody else's perspective and it has to do with the psychology of how people make choices. This is what confuses people and I use this a lot but we have the attention span of Goldfish right like whether we all want to believe this or not we do like the second you give people more than one option your your your sales will get lower so if you only give your customers one option you only have one t-shirt even if you do it like launch style hey this month this is our exclusive t-shirt that we're launching right it's only available this month and once it's this month is over it's gone you can never ever ever get this t-shirt again that's a better model that model will make you more money than if you just put in a hundred designs in your shop I saw like I can tell you if Logan Paul decided to do this he would make a ridiculous amount more money because it creates the two biggest psychological triggers that people have when they buy it is scarcity and urgency and a lot of people fake it by putting timers on their websites or you only have one minute to buy like if you don't buy in this minute this is gone but then you wait a minute and then you could still buy it right like at least with this like if Logan Paul did like launch style where it's like exclusive design this hoodie is only available this week only it'll never be able to be purchased again I can guarantee you that hoodie even if it was ugly like would still sell because people be like I had this piece of clothing that is never gonna be in print again yeah yeah I love to hear you talking about this because it's just to have a different voice you know people probably get used to my voice on this channel and think that it's like BS when I really talk about options and diversity but this is really what I'm talking about before people to understand that when you create options it literally it not just oh as an opinion people the numbers go down they truly go down think about it's called the decision fatigue basically right you don't want to think how many times do you go to a restaurant and after a while you just you might say what's the best thing on the menu or what's good here it's because you might not you don't want to feel you don't want to go through all these things you don't you have a cable subscription well you know today you might not have a cable subscription today but you know people have cable and they don't look at all the channels they just want three or four of the channels that's all they really watch same for youtube you have a set of youtube channels there's so many other channels you don't you watch you don't watch apple right apple literally takes so many decisions away for you versus android where you can kind of do whatever you want but apple streamlines a customer experience for you know through a lot of limitation so I'm just really glad to hear you talk about how it does take sales downs and too many options is a bad thing people love to be like as much as you don't want to believe it it's true like people love to be told what to do they do like like for example like I know just the area that I live in like food trucks are very popular here like they're they're famous for the food trucks like great food truck guess what when you go to these food trucks you have one option they don't serve a hundred different things in there there's like one thing and they're like okay this food truck makes meatballs but they make the best meatballs you can never get these meatballs as good as anywhere else as if you could from this food truck right I rather like I tell us to people all the time like I rather you be the best at selling like this this spatula right than anybody else just like just be if you're the best at selling a spatula you'll you'll you will make a lot of money right you just have to figure out how can you sell a spatula how can you get people to come by your spatula right and it comes down to understanding your audience your fans whoever that's looking at you right because you're not selling a spatula right you're selling a solution right like what does the spatula do like who's the people that we're selling to maybe like the way if I'm going to sell a spatula like some people think oh like almost everybody has a spatula well no because I'm going to be like okay who first I start with who who am I going to sell a spatula to because if I say I'm going to sell to everybody I'm done I'm toast because then I'm competing in Samsung so I'm going to be like okay this spatula is a premium spatula designed only for people that love love cooking barbecue now they're like okay well like they love cooking barbecue what else can I add in here to help them cook a great barbecue maybe I'll put like you know a video guide together maybe I'll go interview like top five you know grillmasters or something and put that in there and give it to them for free to make sure when they get my spatula that they're like they know exactly how to use it they know they have all this other information that they can never get anywhere else so I know that's kind of different from just like the merch but it's still an important concept to grasp like you don't have to stretch like a lot of people stress themselves out and they think that like back to like tying your emotion to the result they like what most people will do is oh this shirt nobody wants it I'm just going to go design design another one right like no that's that's not true your your delivery was probably what was wrong right not more more is usually not better all right again this is snippet from an interview I'm dropping soon if you're watching this after I drop that interview then the link in the description will be active and you'll be able to go to the full interview but what's important about this concept is you have to understand that providing more does not necessarily mean it's making your customers happy it doesn't necessarily mean you're making your business bigger even if it looks like that in the short term people will tell you that they want more and not actually mean it it's the difference between what people say and their actual behavior there's so many people out there who say they listen to all types of music but if you but then if you actually look at what they listen to and their actual behavior over the last year you probably won't see that much diversity and even if they have a lot of random things they have listened to the vast majority of it 95 of it will probably be in only a few boxes and there's hundreds of types of music in the same goals with so many of these other choices again and again you will find there's this huge gap between what people say in their actual behavior how many times you know somebody who said man if that was me I would have and then you over there looking at them like because you already know they wouldn't have if they were in that situation you've got to understand that applies to more people and more scenarios than you could imagine but that's it for now if you like this video go ahead and like 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