Choosing Shouldn’t Be This Hard

The truth is, there were loads of great options. They all ticked the boxes—location, bedrooms, price, availability. On paper, any of them would’ve been fine. But I was stuck. Frozen. Paralysed.

Why? Fear.

• Fear of missing out – what if there’s a better option?
• Fear of the unknown – what if the area isn’t that great?
• Fear of risk – what if it’s a scam?
• Fear of giving up control – what if I change my mind?

The fear list is endless, some little and some big. Fear often isn’t rational, it’s almost purely emotional. But it is nonetheless real and a powerful driver in our decision making.

In a time when trust in companies, charities and corporations alike, is at an all time low*, it is even more critical to be proactively addressing the fears that might stop someone from buying or giving – even a slight hesitation can be the difference between a sale and a missed opportunity.

Companies, like Airbnb, are acutely aware of this and have implemented strategies, like reviews, verifications, and refunds, to ease our fears. 

So, what can you do to reduce the fear barrier in the purchase process?

Let’s take a look at three actions you can take to help ease the fear:

1. Name the fears

Start by identifying every fear that your customers or supporters may have at every step of the decision making process. Even if it’s a mere hesitation, add it to the list. 

Try to stop yourself from downplaying any fear as silly or irrational. While they very well may be, it’s not up to us to decide what fears people should or shouldn’t have. We simply need to acknowledge that they’re present.

Once you’re confident that your list is comprehensive enough (you have to stop somewhere), attempt to put the list in order of highest impact on decision through to lowest. 

This then becomes your action list, work through the list, fear by fear, and identify what you can do to ease each of these fears. Be sure to allocate responsibilities and deadlines to ensure they’re actioned.

2. Take a brand-led approach

Clarity and consistency builds confidence.

People place significantly greater trust in brands they recognise than in those they do not. Even when that perception is not perfect, familiarity often outweighs objectively better alternatives.

When your brand position is clearly defined and consistently reflected across everything you do, it becomes easier for audiences to understand who you are, what you stand for, and how you fit into their world.

For this reason, marketing activities should be led by a strong focus on building brand awareness and strengthening brand perception. That way, when you make a direct ask, your audience already knows who you are, what you do, and why they should act.

3. Craft a smooth purchase experience

The moment there is the slightest hint of friction in the purchasing process fear and doubt start to creep in. Even when someone has made a decision to buy or give, they will get cold feet if this process is not smooth and easy.

Take the approach of continuous improvement. How can this process be better? It may not be making it a one click purchase, Amazon style, it might be the information you provide at each step, or the tone of voice you use. 

Start by analyzing your site analytics and interviewing your sales teams to uncover moments of hesitation, or drop-off points. What can you learn about these moments? And how can you address them?

There are always ways we can improve this process and make it a delightful experience for people.

While we may never fully remove fear or uncertainty (please give me a call if you have mastered that!), we can be intentional about minimising the impact fear has on a customer’s journey and building delightful experiences for our customers–who doesn’t want that?

*2025 Eldeman Trust Barometer – Only 54% of Australian respondents said they trust businesses to do what is right. Down 4% from 2024.