Sometimes offering a third choice makes a decision easier. It becomes a measuring stick to weigh the other two options. How do you offer choices? This from Seth Godin's blog:
"There are two wines for sale at dinner: $9 a bottle or $16 a bottle. Which one do you order?
Now, imagine that there are three, and the third is $34. Are you more likely to buy the $16 bottle now? Most people are.
Competition is almost always a good thing, and marketers can create it... or highlight it. "
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