What makes one person better at controlling attention than the next person? Attempts to answer this question have largely focused on measuring individuals’ cognitive abilities. However, variation in attentional performance can also be due to differences in strategy. Here, we describe research showing that individuals vary dramatically in how they choose to control attention, with many reliably choosing suboptimal strategies. Optimal strategy choice appears to be unrelated to attentional control ability, general cognitive ability, or even strategy choice on other attention tasks. It does, however, correlate with how effortful individuals find the optimal strategy, which suggests that strategy choice may be driven by subjective, task-specific effort demands. These findings represent initial steps toward fully characterizing an individual profile of attentional control strategies.