Whenever you can make your prospects feel like they “own” your product, they will place an extraordinary and unreasonable high value on it. This is because there are three irrational quirks in human nature:
- People fall in love with what they own.
- People fear loss more than they love gains.
- People think others will share their perspective.
This is why free trials, test drives and money back guarantee work. The ownership doesn’t have to be physical, even software and virtual possession can instill this strong sense of belonging. People are reluctant to give up free trials so they just continue paying.