Why I cried in Morrisons (and how to not make your customers cry)

Faced with a seemingly infinite number of nutritionally-questionable noodle-based lunch snacks, and feeling like I’d been stuffed with poisonous cotton wool then hit by a truck, I couldn’t help it: I burst into tears.

Grey and white cat with paws over its eyes.

If you give your customers too much choice they won’t make a decision at all. Make it easy to buy from you.

In the aisle in Morrisons.

For shame.

All I wanted to do was go home and go to bed, but there wasn’t much in the way of food in the house, and I needed to eat something – what’s the old saying? Feed a cold, starve a fever?

Anyway – the point is, I had to go out. Into the completely unreasonable and unseasonable hail and wind. To the shop. Where there were people.

An old chap looked over nervously: “Are you alright, love?”

“Yes, I’m fine,” I sniffled. Then sneezed violently. “It’s just there are so many, and I suspect they’re all the same. And I don’t want a Pot Noodle, because they’re just filth. And I don’t know what to doooooooo!”

At which point the poor chap backed away and hid round the corner. I don’t blame him.

See, I don’t really cry much. But my body has this annoying tendency to, when I get sick, blow up utter non-events into full-on catastrophes. Then I cry. It’s irritating. And embarrassing.

This, dear reader, is why you don’t want to offer too much choice to your customers. There’s a little thing called option paralysis. And they’ll resent you for making life difficult. I now resent all noodle-based snack manufacturers (more than I already did).

Just keep it simple. Find out what people want, and offer it to them. Give them the option of a deluxe version and charge a bunch for it, then rinse and repeat – so you can build a business that allows you live the life you want.

Speaking of which…Want to start running a business that lets you do just that? You need my book, Business For Superheroes. It’s an honest account of my own experiences building a business and has got some pretty good reviews. You can read the reviews, and buy the book, here.



Vicky Fraser is a copywriter, author, and entrepreneur. She really did run away with the circus… but when she’s not swinging from a trapeze, she’s showing other copywriters and small business owners how to work with better clients, make more money, and stop missing bathtimes, first words, and dinners with angry partners. In fact, she wrote the book on it. Get your copy here.

PS I ended up with a Pot Noodle, naturally. I hate myself a little bit for it, but at least it was warm and required no more than four actions to cook and eat.

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