Stories in which
the reader decides on
actions taken by characters
(Choose Your Own Adventure Books)
are popular with children.
They don’t sell well
with adults.
Why?
Because children WANT
to make decisions.
They aren’t given
that responsibility
in the real world.
Adults want to escape
decision-making for a while.
They have TOO many
decisions to make
in the real world.
Decision making is stressful.
“Disneyworld is stressful.
The occasional visitor
has far less fun
than you might expect.
That’s because without habits,
every decision requires attention.
And attention is exhausting.”
People don’t want
choice.
They want
LIMITED choices,
with an increased probability
of making a great choice.
If you’re marketing
to adults,
either take choice
out of your prospect’s hands
or give them
a selection of 3 or 4 great choices.