When you know your brand, there’s an understandable pride of ownership that energizes everything you do. But it is best to temper that enthusiasm when it comes to framing your call to action.
Simplifying your call to action means you can’t think like a marketer. You have to think like a customer. And most customers don’t want to know everything you do. They want to know why it matters to them. While choice seems like the most customer-friendly solution, beware the tendency toward information overload when speaking with your client.
Consider your own reaction when you are faced with too many choices. What happens?
Flexibility means accommodating your customer’s stated needs, not offering every possible option under the sun. If you maintain confidence that you are offering the best solutions to address your customers’ needs, they will too!