Think of the last time you were in an ice cream shop. You know, the kind with a bazillion flavors. If you’re anything like me, deciding between them is enough to give you brain freeze without taking a single bite!
Not many people walk away from an ice cream shop empty handed. But when it comes to bigger buying decisions, it happens all the time. Ditto for online transactions of any amount.
Let’s take a look at how decision fatigue can tank your sales—and four copywriting tips to help you win them back. Plus, a 4-step challenge for you that could get your worst performing landing page to start making bank.
How Decision Fatigue Hurts Your Customers—and Your Company
Simply put, decision fatigue is that feeling of overwhelm or stress you experience when you’ve had to face too many choices or decisions.
Decision fatigue is a growing problem in our post-pandemic world. According to an October, 2021 survey by the American Psychological Association, one out of three American adults now actively struggle to make even basic decisions, such as what to wear.
Research shows that decision fatigue impairs a person’s ability to decide rationally. And it often leads to choices they may later regret.
If you truly are in the market to help people with your products or services, losing sales to decision fatigue stings twice. It hits your bottom line, yes. But just as bad is knowing how much you could have helped a person—if only they had given you a try.
The #1 Copywriting Strategy to Stop Decision Fatigue in its Tracks
One of the most powerful tools you have to help your prospects bust through decision fatigue is your marketing copy. Copywriting offers many opportunities to limit or avoid “brain freeze” in your buyers at every stage of the buying cycle.
For instance, one day a while ago I got a call from an old friend, a chiropractor. Tanya and I had been practice buddies in an energy healing course a few years back. She now uses this technique professionally and occasionally calls me for marketing advice.
This time, she wanted me to look at a landing page she’d written for a workshop she was offering that fall.
“It’s just not performing,” she said. “People are hitting the page, but nobody’s signing up.”
I looked at the page. There were a number of things that could use tweaking. But the thing that jumped out at me the most was that she had no clear call to action. Worse, she had links directing people all over the place: her bio, her services page, her booking calendar, and—almost as an afterthought—the event she was trying to promote.
Her landing page might have passed as a home page. But a landing page? Sorry, Charlie.
“Here’s the thing,” I told her. “Your readers need direction. You have to be really clear in your mind who you’re talking to and what exactly you want them to do. And then write your copy to persuade them to do that one thing.
“Don’t distract them by giving them too many decisions or sending them anywhere else.”
I coached her a bit on her copy and we crafted a single, strong call to action. And guess what? When I talked to her later that week she told me people were starting to enroll!
3 More Copy Tactics to Help Make Buying Easier for Your Customers
Including a single strong call to action on every sales page is one of the best things you can do to help your online customers decide to buy from you.
But a good CTA needs great copy to support it! Let’s take a look at three more copywriting best practices to guide your customers effortlessly toward the best product or service for their needs:
- Know your customers’ RAS triggers. RAS stands for reticular activating system. It’s the part of the brain responsible for arousal, consciousness, and motivation. A good writer will use words and phrases that trigger this area in your customers. This helps gain and keep their attention so they are less likely to get distracted. Knowing the customer’s RAS triggers can also help your writer stay focused on the things most likely to motivate your customer to buying action.
- Tell stories. Human beings are innately wired to pay attention to stories. Storytelling cuts through the chatter of the conscious mind and engages the emotions. This is vital to the decision making process.
- Use simple language. Complex sentences and big blocks of text can overwhelm even highly educated consumers. This is especially true online. Writing at no higher than a middle school reading level has been proven to improve response rates. I shoot for a score of 7 or lower on the Fleisch-Kincaid reading level scale. (This article scores 6.75. If you want to test your own copy out, paste it into this reading level calculator.)
Ready to Take the Challenge?
So here’s the challenge I promised. Do you have an underperforming landing page? Go right now and check it against this list:
✔️Are you using RAS triggers in your copy?
✔️Does your copy tell a story?
✔️Are you using simple language?
✔️Do you have a single, clear call to action?
If you answered “no” to any of these questions, take the time to fix the issues. Or if you’d like to keep your own decision fatigue to a minimum, drop me a line. I offer a 30 minute free consultation to qualified companies. Just reach out, and I’ll be happy to suggest ways we can get that landing page working for you!