There’s a psychological bias called the Dilution Effect and it has a counter-intuitive impact on sales success.

Your prospect is processing two types of information: 

Diagnostic information that helps them make a decision, and 

Non-diagnostic information that is not relevant to the decision.

Research show that presenting additional non-diagnostic information dilutes the impact of the diagnostic information. 

Let’s say a speaker shows slides of their flash car and holidays, saying “I don’t tell you this to impress you, but rather to impress upon you …” (a common speaking tactic) the inclusion of this non-diagnostic information dilutes the core message.

It’s the difference between saying “I’ve successful and I’m absolutely obsessive about helping my clients to win in sales” versus just saying “I’m absolutely obsessive about helping my clients win in sales”. 

The non-relevant information in the first statement doesn’t enhance the main point, it dilutes it.

This is just the tip of the iceberg of the Dilution Effect and it is just one of the many psychological biases that anyone in sales should be aware of. Awareness of these biases allows you to have them work for you, not against you.

As you write your sales copy or plan your presentations, really consider the diagnostic and non-diagnostic information your prospect needs and strip out everything that is not relevant … you’ll immediately elevate the value and quality of the messages you really want them to hear.