A Choice, Or Two Choices?
How often have you seen a sales page that tells you, “You now have two choices…” or something similar? Did it seem like a sensible enough way to present an offer?
I hope not…
Think about it. What is a choice but an “either or” situation. You either choose one or the other. Carrying this to its logical conclusion, two choices would presumable be four options. You either choose one or the other, or the next one or the next other.
Does that sound silly? It does to me too.
You see, all too often we confuse “choice” with “option.” A sales page, or indeed any other piece of written text, that tells you, “You now have two choices…” is really trying to say, “You now have two options…” At least, they should be saying that.
So, what’s the difference between a choice and two options? Not much, really. It’s pretty much the same thing. A choice implies having two options, while saying you have two options simply spells it out.
Of course, you may be thinking that saying, “You now have two choices…” is how most people say it, and if you say something different you won’t communicate as well. I would argue that it’s not so. Correct English, grammar and syntax is never wrong.
Think of it this way: If the same sales letter says, “You now have a choice…,” wouldn’t you understand what they meant? Of course you would! And if it went on to say, “You can either choose A or choose B,” there would be no lack of communication, would there?
Unfortunately, this kind of thing can become very persistent. Someone who doesn’t know better starts saying something in the wrong way. It may sound logical, but it is still wrong, and before you know where you are, everyone is saying too.
It’s still wrong though!
And now you know better!
Want to get your choices and options right every time? I can help.