Pick a Badge

Don't Be a General

There’s a marketing principle called “the paradox of choice.” Essentially, more than 2 choices means people will be more inclined to do nothing. We do great with “this or that,” but not great with “here are five options.” Sure, we can do it, but it’s not a native mental process.

Your email signature, more often than not, has grown. It looks like this:

Jennifer McSomebodyImportant
Director, Really Important Projects With Names That Don’t Make Sense
51 Brilliant Drive #808
GorgeousCity, XX 93100
Office: 814.555.0181
Cell: 814.222.1148
Phone Near the Bathroom: 814.202.2222
Check out our blog! http://bigcompany.com/blog

And then the social links:
Don't Be a General

Okay, Now What?

You did it because you wanted to show that you were very accessible. What you’ve told your receiver, however, doesn’t translate well. It most definitely doesn’t tell them how you prefer to be reached. It also is a lot to absorb, and so people tend to discard what they can’t absorb.

So, maybe pick 2, 3 at the most:

Physical address, if that matters.
Phone or email.
One social network.

And that’s about it.

Why? Again, we’re looking to eliminate a choice problem. Make it super streamlined.

Try it. You’ll appreciate the difference. More importantly, your customers will.

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