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Marketing language optimization and the paradox of choice

In his 2004 book The Paradox of choice; why more is less, author Barry Schwartz posited that the proliferation of options available to consumers in the modern world – 30 different brands of spaghetti at the local supermarket to choose from, for instance – adds an unnecessary level of stress to even the most mundane of everyday decisions. This stress, accumulated over time, Schwartz believes, is a major contributing factor to the current proliferation of depression and anxiety diagnoses for humans across the globe.

Is Mr. Schwartz right?

Maybe. A strong case can certainly be made that he just might be. Anyone who has spent more than 5 minutes in their local supermarket’s pasta aisle attempting to choose the best pasta option would most likely agree. Is that time well spent, really?

Some decisions should be easy, and life would probably be less stressful if they were. Such decisions simply aren’t that important.

Image credit: 20th Century Fox


But what about decisions that really are important?

Like choosing the best way to optimize your brand’s marketing language to engage your audience more effectively and make more money, for example?

Barry Schwartz has some advice for that scenario, too:

“Most good decisions will involve these steps: Figure out your goal or goals. Evaluate the importance of each goal. Array the options. Evaluate how likely each of the options is to meet your goals. Pick the winning option. Later use the consequences of your choice to modify your goals, the importance you assign them, and the way you evaluate future possibilities.”

For a brand looking to engage its audience with better marketing language, the first steps in the process laid out by Schwartz are a no-brainer:

1.The goal(s)

Engage consumers more effectively, sell more, and make more money.

2.The importance of each goal

If “make more money” isn’t at the top of your list, you’re doing it wrong.

3.Array the options

There are a few “AI” marketing language optimization options out there. Phrasee is one of them. Array away.


After this, things get a bit trickier.


4.How likely is each of these options to meet your goals of engaging consumers, selling more, and making your brand more money?

There is one thing we can promise you, and it is this: Every AI marketing language optimization platform vendor you speak to will tell you they are the one that will help you accomplish these goals. You’ll listen to everyone’s pitch, and in the end, you’ll go with the vendor that sounds the most convincing.

5.Pick the winning option

It won’t always be us.

How do we know?

Life experience. That’s the way the game is played, and we at Phrasee are just fine with it.


Because of the 6th step in Schwartz’s “good decision-making process”.

6.Later use the consequences of your choice to modify your goals, the importance you assign them, and the way you evaluate future possibilities

Life experience tells us that we’ll get our shot, later if not sooner.

If the winning option you chose wasn’t Phrasee, and the results are everything you’d hoped for, we think that’s awesome.

If not, give us a call when you’re ready.

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