I came across a YouTube video by Dan Lok where he talked about getting people to buy from you giving them 3 choices and that is where the "BOX" technique comes in.

According to him, If you give people one option, the response they have is a "yes" or a "no".

The question they ask themselves is "Do I have the budget for this or not?"

They focus on the price. However if you give them 2 options (A small and a big choice) they are thinking about which of them to buy.

When people are given 2 choices, 80% goes for the small and 20% for the large because people don't like taking risks and they like to pick the one they can save money on.

But when you offer 3 options, there is a contrast pricing.

That is offering a customer a selection of several options/products at various price points .The most important aspect of this technique is to make sure the client, who is responsible for deciding whether something is valuable to them, is comparing the more expensive offering to a less expensive option.

When you bring your offer, you want to make the biggest box (BOX C) offer outrageous knowing most people won't go for it.

You want to make your small offer (BOX A) weak.

And you want to make BOX B very compelling knowing you actually want people to buy BOX B.

When making an offer, 2 choices are good. 3 choices are the best. 4 choices is a little bit too much and confusing.

In essence, you want to use BOX C as a decoy with an outrageous price because you don't really want people to buy it. BOX A too weak because of same reason but strengthen BOX B.

Selling is about choice but marketing is about giving your customer choices, not too many, not too little but the right amount and letting them know it is their choice to make that purchase and buying decision.

Good one.

Thank you