From sigh-copy to psy-copy®: choice overload
Your move: help buyers decide
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In each paid post, you get a one-line summary and takeaway for each tip, a list of where you could apply it, plus suggestions for how to optimise and test your copy using the tip.
Choice overload
What is it?
Faced with too many options, buyers get decision-making paralysis and tend to feel more dissatisfied with their choices.
Key takeaway
Simplifying options (or guiding buyers through the options) leads to smoother decision-making and higher satisfaction with choice.
Apply it here
Product or service pages
Pricing or comparison tables
Email marketing and newsletters
Subscription or membership plans
Landing pages
Category pages
Optimise copy like this
Try & test these ideas -
Limit choices. It feels counterintuitive when you’ve got a lot to offer, but stick to a limited number of options. Think about how overwhelming a menu with too many dishes feels.
Highlight top choices. You could categories options as bestsellers, favourites, customers’ choice.
If you must include many options, simplify descriptions and group the options into categories. Slow down, write shorter sentences and leave some breathing space around the descriptions.
Create comparison tables for complicated products/services and make it easier to choose between them.
Make recommendations in your copy, by using phrases like “best for …”, “pairs with …”, “looks good beside …”, “easy for beginners”.
I’m Sue Moore, B2B Copywriter and Psy-copy® Strategist. I fix words using copy psychology, so you can engage and persuade buyers human-to-human.
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