An almost brain-dead-simple way to make indecisive customers ante up… 

===

I’m a 26-year-old male, and I have a problem with indecisiveness. A banal example: when I have a choice between two options and it doesn’t matter if it’s a small or big thing, I overanalyze both and then I end up undecided. I’m so sick of that.

===

So went an anon’s confession on Reddit.

Now Reddit wouldn’t be Reddit if someone, somehow, didn’t connect it to “trauma” – how he was probably overcriticized as a child…

…so he’s now eternally afraid of making the wrong choice.

And thus, he freezes when he has to make one.

It’s all baloney.

It’s not trauma…

It’s not because his parents may or may not have been too stern with him as a kid…

It’s because of the way we humans – regardless of the individual – are wired:

Your brain has limited neurons, signalling speed and energy – making decisions requires comparing representations…

(Which consumes time and energy.)

Even comparing JUST between product A and product B…

Is bad enough.

(Because choosing one means rejecting the other – so regret risk increases.)

But you make this problem exponentially worse by having more products to choose from:

• • 2 products -> 1 comparison
  • 5 products -> 10 comparisons
  • 10 products -> 45 comparisons.

Just today, I received an email – from a supplement brand – in which they offered me EIGHTEEN different supplements to choose from…

That’s 153 comparisons your brain has to make.

We all often think we’re great at multi-tasking…

But we’re just not, it’s fooling ourselves.

Einstein himself has said that he couldn’t ever handle multiple concepts and/or ideas at once.

(And he had a reported IQ of 160.)

It isn’t even a matter of IQ – it’s just a matter of how our brains are wired, in a way, where we easily succumb to “analysis-paralysis”.

My book – Blind Spot #6 precisely – goes soup-to-nuts into this:

It makes the case for putting just ONE offer/product in your emails.

Because a confused or overwhelmed customer always defaults to the easiest thing to do:

Doing nothing.

My approach to emails – selling one thing at a time – removes that overwhelm.

Man…

I should be charging for this — a CRO agency certainly would’ve…

(Although I don’t think they’d actually do this — otherwise I’d get a lot fewer emails featuring 17 different supplements with a “SHOP NOW” button below it…)

Oh wait…

I actually DO charge for this!

You get the full implemented framework of my Email Storyselling methodology, and this principle of selling one thing at a time…

…is amongst just some of the things baked into it.