“Paralysis is the consequence of having too many choices.”
There’s no better place than an ice cream shop.
I’m serious. So many flavors (and puns) to choose from. And I will stand in front of that case for an embarrassingly long time reading every single label.
Baseball Nut. Chocolate Chip Cheesecake. Galactic Brownie.
I read them all.
And then order Cookies n’ Cream. Like always. 😉
***
Here’s the thing about 31 flavors. It’s marketing genius for an ice cream shop. Walk in, smell the sugar in the air, feel like you’re CHOOSING. [ Even if you always pick the same thing. Don’t judge. ]
But folks, your business is (most likely) NOT an ice cream shop.
And I see this mistake constantly. On websites for coaches, consulting firms … heck, even marketing and design agencies.
A services page that lists … ev-uh-ry-thing.
Strategy sessions AND done-for-you AND VIP days AND group programs AND retainers AND online courses AND speaking AND … … …
Here’s what that experience actually looks like for your visitors:
They’re interested and genuinely try to figure out which option fits. They read (and re-read) your package options and end up totally confused about the differences. So they bounce back to your homepage because now they’re not entirely sure why they visited in the first place.
Then they leave. Without ever reaching out.
There’s a name for this, actually. Barry Schwartz wrote a whole book about it: The Paradox of Choice.
Unless we’re talking ice cream and sprinkles, having more options doesn’t make people happier or more decisive. It makes people frickin anxious. And when people feel anxious, they stall.
On a website, stalling costs you clients.
***
There’s a surefire fix … but it requires some very uncomfortable pruning.
Pick the thing you do best. The clearest, most direct path from, “You have this problem,” to “… here’s how we can solve it.”
Lead your prospect there and give them one obvious next step.
Yes, you can still “do” other things. But your website should LEAD with the one thing that fits most clients, most of the time.
Not a menu. A strategic recommendation.
***
In 2026, prospects are deciding faster than ever … with more choices than ever.
They’re not spending 7 minutes on your services page trying to figure it out. They’re giving you, like, 30 seconds before leaving for good.
ONE obvious place to start. That’s what you need right now.
That’s not limiting. It’s leadership ( … with sprinkles on top.🍦)
***
PS — 30 seconds on your services page. That’s all you get. Wondering if yours is doing its job? Book a free audit.
I should’ve shared this one sooner.
Friends, I owe you a quick apology.
You know I share resources every week, but I haven’t had the chance (until now) to share this one.
My friend Bryan is giving away his rolodex of 414 email list owners who have helped him land $10,000 clients. Including:
→ Their list size
→ Their website
→ Their industry
Every single one of them has raised their hand to promote experts like you to their audience.
It’s taken him 12 years to build — and it’s yours FREE.
83 Ways to Stay in Control
When margins tighten, every move matters.
BELAY’s Small Business Survival Guide gives you 83 practical ways to cut costs, improve cash flow, and keep operations running smoothly without overextending your team.
Victory Points
By: Mike Shary
My board-game-loving, copywriter extraordinaire and mentor, Dad ❤️
Space Base : An exciting dice-driven engine-builder for 2–5 players
Space Base is an exciting dice-driven engine builder for two to five players. But at its core — it’s a race.
Your fleet starts small, then gets busier and more profitable every time anyone rolls. Every turn matters, and not just your own. Because everyone can harvest rewards from their Space Base all throughout the game.
You begin with ships parked in numbered sectors from 1 to 12. On your turn, dice are rolled, rewards trigger, and then you can buy a better ship for one of those sectors. When you do, the old ship gets deployed beneath your board, which matters it’s only then that your ships can pay off on other players’ turns. That’s the hook. The game keeps you engaged because your engine is always humming, even when someone else is rolling.
Yes, there’s dice luck. But Space Base is really about getting ready for luck before it arrives. You’re building a spread of ships that can capitalize on whatever numbers show up. Maybe you lean into steady income. Maybe you stack low numbers because they hit often. Maybe you chase bigger payouts and influence. Either way, the players who do best aren’t just hoping for the right roll. They’ve built a system that can turn a lot of different rolls into progress.
Your brand works the same way. Opportunity shows up all the time... a referral, a good meeting, a spike in traffic, a chance introduction. But if your message isn’t clear and your positioning isn’t ready, that opportunity just drifts by. A good brand strategist helps you build the kind of business engine that can actually convert attention when it arrives, so luck has somewhere useful to land.
If you enjoy games where smart preparation turns random luck into real momentum, Space Base pays off in ways that are fun, constant, and hard to resist.
Make it a great week! 🙌
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