Okay, story time! It’s date night. Your sweetheart brings you to the local taco truck (score!). You're standing in line checking out the menu on the side of the truck. How long does it take you to choose your meal? Not long.
Next month, another date night. Tonight, you head to The Cheesecake Factory. You sit down, eat some bread, and scour the 30-page menu... how long does it take you to choose your meal? Significantly longer than at the taco truck right?
What’s the difference? When given just a few choices, it’s easier to make decisions. When given MORE choices (which sounds better!), it’s easy to have “decision fatigue.” It’s also a reason why stay-at-home-moms are so exhausted by the end of the day! We make decisions all day long about food, activities, screen time, etc. and our brains are just DONE by the end of the day.
Think about this in regard to your business. When you’re telling a potential client what you offer, you want to be clear and concise, so she isn’t confused or overwhelmed. This is often called your “elevator pitch." Can you explain what you offer in the time it takes for your shared elevator to reach its destination? If you can't, maybe you're giving your potential clients "decision fatigue." It's too much info, and they can't process what it is you actually can do for them. Can you pare your elevator pitch down, describe your product/service in a sentence or two? Less words = better!
Now think about a big sale day like Black Friday. Some stores offered a blanket 40% off everything. Others offered “buy 4 get 1 free on graphic tees” AND “10% off clearance” AND “spend $50 today and get $20 off a future purchase.” Both can work - but which is the easiest to explain and get excited about? Do you see how when there are multiple deals, lots of different ways to save, it can be overwhelming for your shopper? Especially now, when everyone is stretched extra thin, we want to make things easy for our clients.
Help your customers make decisions (and hit “submit order” quickly) by offering LESS choices.