If your inbox is like mine you are constantly inundated with all kinds of Black Friday Cyber Monday Super Good-for-5-minute Deals even when it’s not shopping season.
How do you decide which ones to read? Which ones to click through? Why is everything so urgent?
There’s lots of decisions. Couple these with all the other decisions we make daily and pretty soon you’ve reached decision fatigue.
It is estimated that we (adults) make 35,000 decisions EVERY DAY. 226.7 decisions each day on just food alone according to researchers at Cornell University (Wansink and Sobal, 2007).
And while decision fatigue isn’t the same as physical fatigue, it does affect your mood, memory, concentration, and emotions.
How Does Decision Fatigue Impact Your Marketing Message?
As business owners it’s tempting to have lots of offers, options, or products. We’re so excited about what we offer that we overload a new prospect with too much information, which usually results in them not taking any action at all.
If you’ve heard “I have to think about it,” they might actually be telling you the truth (and indicating that there’s too many choices).
Instead, do your prospect or client a favor by reducing options or choices at first.
One main offer or product – Allowing them to make the decision to purchase first makes it easier for them to choose additional options or upsells, instead of offering them numerous choices first. Researchers at Stanford found that those who made the decision to buy first, made more follow-on purchases than those who had numerous choices presented before the decision to buy.
One Call to Action – Always tell your prospect or customer what to do next and make it one action. Otherwise the moment or two they have to choose between calling, emailing, or clicking may be just enough to keep them from making any move at all.
Avoid giving them options, such as Call or Email. Just give one. Don’t give them a reason to hesitate or question what they should do next. (Scary, right? But statistics bear this out.)
Reducing Decision Fatigue in Other Areas
Many high performers reduce decision fatigue by wearing the same outfit or color every day (think Mark Zuckerburg) or pack the same lunch or put other tasks on autopilot.
How can you extend this idea to your business? Your life?