The perseverance effect refers to the phenomenon where people tend to persist in their efforts even when faced with challenges and obstacles, especially when they are invested in a task or goal. This effect can be leveraged in various aspects of marketing, sales, branding, design, and advertising to drive consumer engagement and increase sales.
1. Turning Shopping into a Game
Gamifying the shopping experience is a powerful way to tap into the perseverance effect and keep customers engaged and invested. This strategy turns the shopping journey into a game, complete with challenges and rewards, making it more enjoyable and motivating for customers.
Example: A sporting goods retailer could offer customers a virtual scavenger hunt, where they have to find specific items in the store and complete challenges related to those items to earn points. The customer with the most points at the end of the day wins a prize, such as a gift card or special discount. This not only keeps customers engaged and invested in the shopping experience, but also increases the likelihood that they will make a purchase and return for future shopping experiences.
So why not make shopping more fun and rewarding for your customers?
2. Encourage Goal Setting
Setting and pursuing goals is a key aspect of the perseverance effect, as it gives customers a clear objective to focus on and work towards. By encouraging customers to set goals and providing resources to help them achieve them, you can tap into the perseverance effect and keep them motivated and dedicated to your product or brand.
Example: A study planner app could encourage students to set their academic goals, such as getting a certain grade in a class or passing an exam. The app could provide personalized study plans and resources to help students achieve their goals, and allow them to track their progress along the way. By giving students a clear path towards their goals and the tools to help them get there, the app taps into the perseverance effect and keeps students motivated and committed to their academic journey.
So why not encourage your customers to set and pursue their goals with perseverance?
3. Sell the Journey, Not the Destination
Selling the journey, rather than just the destination, is a powerful way to tap into the perseverance effect and keep customers committed and motivated to see results. By emphasizing the progress a customer will make and the steps they will take to achieve their goals, you can create a more meaningful and empowering shopping experience.
Example: A fitness company could use this approach by emphasizing the journey to a healthier and more active lifestyle, rather than just the end goal of losing weight. The company could offer customers personalized workout plans, progress tracking tools, and community support to help them stay motivated and invested in their fitness journey. This not only keeps customers committed and persevering towards their goals, but also creates a more engaging and rewarding shopping experience.
So why not help your customers turn their goals into a meaningful and fulfilling journey?
4. Social Media Challenges
Social media challenges are a great way to leverage the perseverance effect and engage customers on a personal level. By encouraging customers to participate in challenges and share their experiences on social media, brands can create a sense of community and keep customers invested in the brand or product.
Example: An e-commerce company specializing in outdoor gear could create a social media challenge for customers to share their outdoor adventures, using a specific hashtag. Participants could be entered into a prize draw for completing the challenge, providing additional motivation to keep them engaged and invested. By turning the shopping experience into a fun and interactive game, the brand taps into the perseverance effect and drives customer engagement and conversions.
So why not challenge your customers to show off their skills and share their experiences with the world?
5. Celebrate Milestones
When you celebrate milestones with your customers, they feel like they’re on the right track and making progress. This taps into the perseverance effect and motivates them to keep going.
Example: A meditation app could send customized badges to users who reach certain milestones, such as completing a 10-day streak or meditating for 100 hours total. These little celebrations make users feel proud of their achievements and more motivated to keep going. It’s a fun way to tap into the perseverance effect and keep customers invested in your product.
When customers hit a milestone, why not celebrate with them?
6. Create a Custom Avatar
By allowing customers to create a custom avatar, you can make the experience more personal and engaging. By having a representation of themselves within your product or brand, customers will feel a stronger sense of investment and ownership.
Example: A virtual world for kids could offer a feature where children can create a custom avatar, complete with unique clothes and accessories, that they can use to explore the virtual world and interact with other players. This not only provides a more personalized experience, but it also encourages kids to stay engaged and continue playing.
Why not let them enjoy a personal touch?
7. Offer a Progressive Experience
Gradually increasing the difficulty level of a product or experience can tap into the perseverance effect, making customers feel more invested and dedicated. This can be done by offering a progressive experience, where customers have to work to reach new levels or milestones. By making the experience challenging yet achievable, customers will feel a sense of accomplishment and be more likely to stick with it.
Example: A video game offers progressively more challenging levels, making customers feel more invested and dedicated to their progress.
Are you ready to take your skills to the next level and enjoy the thrill of a progressive experience?
8. Provide a Roadmap
Providing a roadmap helps to make the journey towards a goal clear and concise, which taps into the perseverance effect. This can make customers feel more invested and dedicated to their progress, and motivated to stick with the journey. A roadmap can be as simple as a step-by-step guide, or a more visual representation of the journey, such as a map or chart.
Example: A wealth management company provides clients with a personalized financial roadmap that outlines specific steps they can take to achieve their financial goals, such as paying off debt, saving for retirement, and investing in real estate. The roadmap is updated regularly to reflect changes in the clients’ financial situation and goals, helping them stay focused and motivated on their financial journey. The roadmap provides clear, concise instructions, including actionable tasks and deadlines, making it easier for clients to stay on track and see progress towards their financial goals.
So, imagine a roadmap as a cheerful companion to guide you on your path, and keep you motivated! Ready to create one for your customers?
There are several cognitive biases that are similar to the perseverance effect.
Sunk Cost Fallacy: This bias refers to the tendency to continue investing time, money, or effort into something based on the resources already invested, rather than the expected outcomes.
Commitment Bias: This bias refers to the tendency to feel committed to a decision, even when faced with evidence that it may not be the best one.
Escalation of Commitment: This bias refers to the tendency to increase commitment to a particular course of action, even when faced with evidence that it is not working.
Citations
“The Perseverance Effect: How Persistence Can Pay Off” by Jeff Haden on Inc.com (https://www.inc.com/jeff-haden/the-perseverance-effect-how-persistence-can-pay-off.html)
“The Sunk Cost Fallacy: Why You Should Let Go of Failed Projects” by Sean Kim on Entrepreneur.com (https://www.entrepreneur.com/article/275533)
“The Escalation of Commitment: How to Avoid Costly Mistakes” by Drake Baer on Fast Company (https://www.fastcompany.com/3022934/the-escalation-of-commitment-how-to-avoid-costly-mistakes)
“The Power of Commitment Bias: How to Use it for Better Marketing” by Noah Parsons on Hubspot (https://blog.hubspot.com/marketing/commitment-bias-in-marketing)
“The Power of Perseverance: How Brands Can Harness the Perseverance Effect in Marketing” by Tiffany Jana, Forbes, https://www.forbes.com/sites/tiffanyjana/2019/05/08/the-power-of-perseverance-how-brands-can-harness-the-perseverance-effect-in-marketing/?sh=36e6d1a74b04
“Leveraging the Sunk Cost Fallacy in Marketing” by Bruna Martinuzzi, Psychology Today, https://www.psychologytoday.com/us/blog/the-power-persuasion/201809/leveraging-the-sunk-cost-fallacy-in-marketing
“The Escalation of Commitment Bias in Marketing: How Brands Can Avoid It” by Jennifer David, AdWeek, https://www.adweek.com/brand-marketing/the-escalation-of-commitment-bias-in-marketing-how-brands-can-avoid-it/
“How Brands Can Harness the Perseverance Effect in Marketing” by Gemma Dale, The Drum, https://www.thedrum.com/news/2019/07/11/how-brands-can-harness-the-perseverance-effect-marketing
“Leveraging the Commitment Bias in Sales: A Guide for Salespeople” by Anne Marie Segal, Hubspot, https://blog.hubspot.com/sales/leveraging-the-commitment-bias-in-sales
“The Importance of Leveraging the Perseverance Effect in Branding” by Karissa Tulsiani, Branding Strategy Insider, https://www.brandingstrategyinsider.com/2019/07/the-importance-of-leveraging-the-perseverance-effect-in-branding.html
“Designing with the Perseverance Effect in Mind: A Guide for Designers” by Sophia Reed, UX Design, https://uxdesign.cc/designing-with-the-perseverance-effect-in-mind-a-guide-for-designers-c98ae56d6eab
“Advertising with the Escalation of Commitment in Mind” by Hannah Roberts, Advertisers Weekly, https://www.advertisersweekly.com/advertising-with-the-escalation-of-commitment-in-mind/.
