Coke or Pepsi?
Paper or plastic?
Debit or credit?
There’s something oddly satisfying about “this” or “that” questions, isn’t there?
They’re just so simple.
Considering how burnt out our brains can become on a day-to-day basis, sometimes it’s refreshing to have even the most trivial decisions and preferences so clearly defined.
It’s a lot easier than solving the “where should we eat” argument, or planning your meals for the week, right?
It’s no wonder Mark Zuckerberg is said to conserve mental energy by wearing the exact same clothes to work everyday!
Think about the most complicated, nerve-wracking decisions in your life
They’re brimming with choices. What-ifs. Variables.
When you sit down to look for a new house, there’s a laundry list of points to consider…
Neighboring home values. Mortgage rates. Crime statistics. Malignant poltergeists.
Just talking about this stuff can make you a bit anxious!
Same rules apply when you’re thinking of test-driving a new car…
Make, model, mileage, and every dealer trying to take you for a ride.
It’s exhausting, right?
Now ask yourself…
Are you putting the same stress and pressure on your prospects?
Sometimes even the most seasoned marketers make the rookie mistake of unintentionally overwhelming their prospects.
And I’m not talking about being too “pushy,” either.
In fact, one of the most common ways we turn people off is by offering too many choices.
The customer isn’t always right!
In an era where we want every color of the latest gadget loaded with dozens of new features and functions, it’s tempting to market our own products and services the same way to try and please everybody.
Spoiler alert: you can’t.
And as a result, you should always adopt a “less is more” mentality when it comes to what you’re selling.
Because as you’ll soon see, limiting choices makes sealing the deal exponentially easier.
The problem with choices
To illustrate this point, let’s sink our teeth into some statistics.
According to the Wall Street Journal, there were reportedly 353 unique size and types of toothpaste available on supermarket shelves across America, as of 2011.
And yeah, there are at least a few dozen more available in 2018.
I think we can all agree that’s an insane amount of choices!
Now, when most of us go to buy toothpaste, we probably buy the “old reliable” brand we’ve been using for years with a second thought.
But let’s say you did want to choose a new brand among hundreds.
Where would you even start?
I recently experienced this firsthand when browsing for toothpaste at Whole Foods.
I kid you not, it took me about ten minutes to weigh the benefits between brands (while also doing a bit of side-research on my iPhone).
I mean, I had to decide whether I wanted a “healthy mouth” or a “powerful smile,” not to mention added bonuses such as “limited ingredients” or “enamel defense” to mull over.
Eventually I made my choice (with no small amount of hesitation) and I’ll be honest…
Most of us would be hard-pressed to notice any difference between one brand versus the other.
My choice turned out to be pretty much meaningless
…despite seeming so critically important at the time.
This phenomena of getting stuck while making even the most trivial of choices has a name, by the way.
A paper published in the Journal of Consumer Research calls it “decision quicksand.”
Sounds scary, right?
It turns out that having too many choices is a nightmare for the decision-making process.
People tend to confuse the difficulty of arriving at a decision with the importance of the decision itself.
We’re hardwired to subject ourselves to this phenomena.
It happens when you go to pick out a new toothpaste.
It happens when you mean to go to the store for a gallon of milk, and come back with a cart full of junk.
And you better believe it happens to your prospects when they’re evaluating your ads and offers.
How to avoid decision quicksand, once and for all
Your prospects deal with a dizzying array of choices when it comes to picking a product or service that meets their needs.
They have no shortage of options, either.
Food for thought: there are well over 1,400 network marketing or direct-selling business opportunities out there today.
That’s not even taking into account the ridiculous amount of affiliate marketing programs out there, either.
Your prospects are confused, overwhelmed, and skeptical as a result.
They have every right to be as they weigh their options against their hard-earned cash.
After all, they don’t want to make the “wrong” choice.
If you want to get them out of the proverbial toothpaste aisle and into your funnel, you’re going to have to take a few distinctive steps within your marketing campaigns.
And in three steps, you can avoid the perilous pit of decision quicksand once and for all…
You fewer choices you present to your prospects, the better.
This rings true whether we’re talking about your marketing materials or actual services themselves.
Let’s start with your landing page, for example.
If you some time on our blog here at Elite Marketing Pro, you’ll notice that we typically keep distractions to a minimum.
- Almost no outbound links
- Non-cluttered sidebar
- A single call to action
This isn’t an accident, nor it is some sort of SEO voodoo, either.
We want our readers to stay glued to the page and focused on the content.
The more clutter you create, the more opportunities you give your readers to bounce.
Sure, there might be a time and place for a link or banner, but you don’t want anyone to miss your call-to-action as to result.
And actually, that’s a great segue into another point about limiting choices.
Calls-to-action on your emails, websites, or ads are also subject to this “less is more” mentality.
Want a quick illustration?
Okay, here’s your homework…
Pull up the Yahoo! homepage right quick.
Then compare it with the Google homepage.
Seriously, go take a look.
I can wait.
Alright, well, I don’t don’t know about you, but if I’m looking for information, the Yahoo! experience is likely to give me a nervous breakdown.
In contrast, Google is simple, straightforward, and clean.
The lesson here?
Strive to give your prospects one place to click on any given piece of content.
They won’t feel like they’re making the “wrong” choice when their choices are limited in the first place.
And this matters when you’re marketing your own services, too.
Don’t present yourself as a jack of all trades: you’ll only end up looking like a master of none.
When in doubt, remember that simplicity is the road to riches.
Now, bear in mind that there is no such thing as a “perfect” choice for your prospects.
But any choice is better than indecision or apathy.
Your job as a marketer is to encourage your prospects to DO something.
Every decision they make moves them a step further on their journey, and you can play an integral role in that same journey.
That’s why everything you write, whether it be emails, ads or Facebook posts, should have some sort of call-to-action, too.
Click here. Leave a comment. Post a question.
Every interaction you have with your prospects represents an impression or “touch point,” which will facilitate them taking action in the future.
Ever heard of marketing’s “rule of seven” which states you need to have seven meaningful interactions with someone before they’re willing to buy?
Keep that in the back of your mind.
Your prospects aren’t making a “yes” or “no” choice when they don’t buy immediately.
Remember that trust takes time.
So be encouraging and inspirational.
If you’re the one pushing them in the right direction, you’re planting the seeds for them to make a choice down the line.
You might recall earlier I noted most people typically don’t think twice when they pick up a tube of toothpaste at the store.
This is also true of deodorant, shampoo, antihistamine, and every other everyday product they’ve been buying their entire adult lives.
After all, once you’ve made your decision about what product you like, you tend to stick with it, right?
This the exact sort of impact you should strive to have on your prospects.
YOU need to be a staple.
Somebody trustworthy that stands out from the pack.
When you don’t act desperate like everyone else on the block, people will take notice.
Start by being the guiding force people need.
Demonstrate you’ve got the answer to their problems.
And if you’re new, teach what you’re learning.
Effective marketing begins when you start making decisions on behalf of your audience
Look, your prospects are already overwhelmed.
They don’t need more choices: they simply need someone to help them make a choice.
Think about it: wouldn’t it be nice if someone came along and told you EXACTLY what you need to do next?
So instead of offering up “353 flavors of marketing,” find the ONE solution that works for your audience.
And constantly challenge your audience to step up and make the decision to move forward.
Eventually, they’ll reward you with their business.
Easy enough, right?
But here’s the catch…
Before your prospects can choose you as their go-to resource…
…they need to actually SEE you first.
Think about it, you can’t help someone who doesn’t know who you are.
This means you need a proven system to generate eyeballs and impressions, and to grow your audience.
And if that sounds like something you might be interested in, you’re in luck!
Here at Elite Marketing Pro, we’ve put together a step-by-step tutorial that reveals our exact advertising process in a 100% FREE online workshop, hosted by none other than Tim Erway, our co-founder and CEO, who’s responsible for generating over 30 million dollars in online revenue (and counting).
You’ll discover how you can put together a profitable ad campaign in just 10 minutes a day with as little as $10 in initial ad spend.
We’ve used the exact formula to turn a $10 test campaign into $141,246.30 in sales.
And Tim will show exactly how we did it.
(Including a few timeless strategies the likes of John Deere, Michelin, and Jello used to make millions.)
So if you haven’t registered yet, what are you waiting for?
Here’s to your success!
Director of Content
Elite Marketing Pro
Latest posts by Andrew T Draughon (see all)
- Five Foolproof Ways to Prospect Like Sherlock Holmes - March 18, 2019
- The Three Acts of Your Entrepreneurial Journey - February 19, 2019
- How to Passively Attract Highly-Qualified Prospects Using Simple, “Schoolyard” Psychology - February 11, 2019