K.U.
This was my question on here just over a year ago about what I went through with my daughter at bedtime - maybe you'll find the answers I got helpful:
http://www.mamapedia.com/questions/17806246244675354625
The thing is, you are never going to convince her that going to sleep is in her best interest - you are just going to have to be more matter-of-fact about it and let her know that this is just the way it is. And you cannot MAKE her sleep, so if she is laying awake and talking to herself, but not screaming or getting out of bed, that's fine in my book. DD will do that too but I know eventually she will fall asleep. But if she is upset and you offer to sit with her and she starts screwing around, then you get up and leave. DD used to like to be goofy and dance around when she was supposed to be listening to bedtime stories - I finally told her that I needed her to be a good listener and sit still, and if she was going to start acting silly, story time was over. I would also suspect that offering her a number of choices in things is simply prolonging the bedtime routine and basically giving her what she wants - bedtime postponed as she tries to get from you more and more. So simplify, let her know ahead of time what is going to happen and what you will and will not allow, and stick with the plan, no matter what kind of fit she decides to pitch.