Editor’s note: This is part one of a four-part series with Ben Wise, co-founder of Captivate. In this first installment, Ben dives into the effort heuristic — how we value things more when we perceive greater effort behind them. Over the next few months, Ben will share valuable insights from his experience to help you master the art of persuasion, including in this upcoming member-only webinar.
Have you ever noticed how a hand-knit scarf feels warmer than a mass-produced one, or how a home-cooked meal seems tastier than takeout? This is not mere sentimentality at play. It's a testament to the effort heuristic, a cognitive bias deeply ingrained in our decision-making processes.
In essence, the effort heuristic states that we tend to value objects, experiences, and even ideas more highly when we perceive that greater effort has gone into their creation. Quite simply, we use effort as a shortcut to indicate quality or value. If you worked hard on something, it must be good, right?
Research from the American Psychological Association has shown this to be true across a wide variety of situations, from the quality of a poem to a piece of art, to many of the physical goods you buy. If you’re trying to demonstrate the value of something — a product, a proposal, or otherwise — the effort heuristic holds great promise for your powers of persuasion.
By strategically incorporating this principle into your business practices, you can encourage consumers to view your products and services as inherently more valuable. Here are three tactics to help you leverage the effort heuristic effectively:
- Transparency and Storytelling: Pulling back the curtain on your production process can help demonstrate the value of your work. You can share the stories of the artisans, craftsmen, or engineers behind your products, highlighting their dedication and skill. Additionally, showcasing the meticulous research that goes into your product development underscores the care and effort involved. Detailing the rigorous training your staff undergoes further emphasizes your commitment to quality. Highlight these aspects in an effective way to activate the effort heuristic in your audience.
- Loyalty Programs With Tiered Rewards: The effort heuristic isn’t just about your own effort, but a way to benefit from your customers’ effort too. Design a loyalty program that rewards customers based on their level of engagement and effort. Offer exclusive perks, early access to new products, or personalized experiences for those who reach higher tiers. This incentivizes continued interaction with your brand and reinforces the value of their efforts.
- Cushion the Blow: Even if you employ every tactic available, sometimes things don’t turn out the way you hoped and you’re left to explain the result. When this happens (and it happens to everyone at some point), make sure you emphasize the effort and hard work that went into the project. Even if the project failed, stakeholders will recognize the value of this effort and judge it more positively.
This Month's Challenge: The Effort Audit
This month, we challenge you to conduct an "Effort Audit" of your business practices. Identify areas where you can incorporate the effort heuristic to enhance perceived value. Here are a few questions to get you started:
- Could your sales pitch go deeper into the effort your team puts into their work?
- Does your marketing share behind-the-scenes glimpses of your production process?
- Where does your customer's effort get recognized and rewarded?
Remember, effort heuristic isn't about deception or manipulation. It's about recognizing the fundamental human tendency to value things that require effort and leveraging that insight to create more meaningful and valuable experiences for your customers.
Want to Learn More About the Effort Heuristic?
For a riveting read, check out some of the original research on the effort heuristic here. For something a bit lighter, Cognition Today shares some great examples of how the effort heuristic comes to life in sales and marketing in their article here.