It is easy to think that giving customers large amounts of choice in the products and services they can buy from our businesses is a good thing - but is it really? Research suggests that those companies that offer fewer choices, but instead a simple, high quality, memorable experience, actually get rewarded with happy and loyal customers. It comes down to dealing with decision fatigue in the most effective way. These days, customers are continually bombarded by businesses and brands vying for their attention, either through advertising or direct marketing, each one promising an even greater range of options to choose from. It can be overwhelming for the customer, leading to decision fatigue and switch-off. The additional downside for you as an entrepreneur is that it can also mean your brand gets lost in all the market noise, as a result the customer never really gets to see what you have to offer. So when you are planning your next marketing campaign, make small changes that will bring big results, by creating simple, engaging, customer centric offers that will make decision-making easy.

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