These days, the average Joe is bombarded with choices at every turn.
Whether it be coffee, clothes, a subscription service, or food, there’s just so many to choose from.
This is a good thing, right?
With soooooo many options, the average Joe won’t have a hard time picking the right product or service that fits his needs… and all he needs to do is take a look at the plethora of options available to him to arrive at the “right” choice.
This sounds like a great thing…
… until it isn’t.
The Paradox of Choice
Psychologist Barry Schwartz, who wrote the book, “The Paradox of Choice: Why More Is Less” had this to say about choice:
“When people have no choice, life is almost unbearable. As the number of available choices increases, as it has in our consumer culture, the autonomy, control, and liberation this variety brings are powerful and positive. But as the number of choices keeps growing, negative aspects of having a multitude of options begin to appear. As the number of choices grows further, the negatives escalate until we become overloaded. At this point, choice no longer liberates, but debilitates.”
Simply said, having so many options available has paradoxically become a problem rather than a solution.
Think about it: We’re less likely to choose when there’s an excessive amount of choices presented to us, simply because this could lead us to overthink our choices, instead of narrowing them down.
The problem of choice overload is an issue that can also affect writers and marketers alike in terms of how they interact with their target audience.
This is because when writing copies, writers or marketers craft content that’s meant to encourage readers to take a particular choice of action, whether it’s buying a product or signing up for a free newsletter.
So, when copies become muddled with so many calls-to-action (CTAs) the reader suddenly becomes overwhelmed with a plethora of things to do.
The result?
Conversion rates decline because readers who are given so many options to act on become overwhelmed.
Since the issue lies with having too many CTAs or choices, the solution is to narrow them down for clarity and ease of decision-making.
… BUT, how exactly can writers and marketers craft better copies and/or CTAs that won’t overwhelm their target audience?
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Look into your audience’s primary pain point.
One of the best ways to craft copies that will reduce choice overload is to understand your readers’ primary pain point.
This is because once you know what your target audience really needs, you can create copies and CTAs that will provide them with the solutions they need.
By zeroing in on what your readers need, you can rid your content or CTAs of long-winded explanations or overly complex options that only serve to foster decision fatigue.
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Use visual hierarchy.
Formatting and design play an important role in simplifying your content and CTAs.
For example: You can highlight the most important information or action by using text size, color, and placement to guide readers towards the action you want them to take.
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Apply the Rule of Three.
If you absolutely have to present your target audience with multiple CTAs, limit them to three at most.
Ideas and CTAs are more memorable and have a higher chance of being acted upon when grouped in threes.
Less is More
While offering many choices is beneficial, having too many can prevent your target audience from acting on your desired action.
Due to this, it’s important to strike a balance to avoid overwhelming your audience and stop them in their tracks from making a choice.
By being mindful of the paradox of choice, you can craft messages that drive action and engagement.
So, the next time you craft your copies and propose CTAs, take a step back and recall the insights we shared with you today!
About The Dynamic Marketing Communiqué’s
“Wednesdays: Write with the Pen of the Masters”
Who doesn’t find content writing to be a skill that requires a lot of practice and effort?
In fact, many people may even find copywriting very intimidating.
However, you can be a good writer as long as you have the right tools. You won’t always get things right the first time, but with enough time and practice, you’ll get the hang of it!
When you write copy for any brand or for your company, your aim is to make an impact and…
… to get people to remember.
Getting people to remember means getting consumers to buy your product or avail of your service.
… and when you get your content to deliver the results you want, THAT is great copy!
Every Wednesday, we publish content based on tips and insights from the masters of content writing, copywriting, and storytelling.
Become more familiar with ways to write great copy that helps you gain ROI from your efforts, drive profitability, and achieve your business goals.
Learn time-tested tactics that better capture the attention of your target audience, and maximize the benefits of great copywriting.
Hope you find this week’s insights interesting and helpful.
Stay tuned for next Wednesday’s “Write with the Pen of the Masters!”
Cheers,
Dyane Diasanta
Senior Content Writer
Valens Dynamic Marketing Capabilities
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