USE THE ENDOWMENT EFFECT TO INCREASE PERCEIVED VALUE

Summary from the TLDR Marketing newsletter

The endowment effect is when people irrationally overvalue things once they have a sense of ownership over them. Potential customers will value your product more if you can give them the feeling that they own it. Free trials and test drives make customers feel this way even though they haven’t bought anything. A money-back guarantee allows people to truly own something with minimal risk. Giveaways make the customer used to the paid experience. Using “you” or “your” in copywriting subtly makes the reader feel more ownership.