We like choices.
In fact, one of the cornerstones of a democracy is our right and our freedom to make choices. We vote for the leaders we want. We choose where to live. We choose the church we go to. Or we choose not to go to church at all.
We also like all the choices we have as consumers.
We like to be able to go to a 16-screen movie theatre, so we can choose the movie we want to see. We like to have hundreds of TV channels to choose form, instead of just three or four.
As marketers and copywriters, we could be forgiven for believing that our prospects and customers will respond positively if we offer them as many choices as possible.
And up to a certain point, people do like choices when they decide to buy something.
But all is not as it seems. More choice doesn’t actually lead to increased sales. In fact, we can easily become confused and even irritated when faced with too many choices.