Describe Your Enjoyment With Production

How is your product made?

Try describing your enjoyment with this process (Paley et al., 2024).

Describing enjoyment:

• Boosted a Facebook ad CTR by 40%
• Enhanced perceived quality
• Increased willingness to pay

And this strategy is underused — e.g., only 0.1% of Etsy sellers and 4% of Upwork freelancers mention their enjoyment in creating products or services (Paley et al., 2024).

Why It Works

• Higher Quality. Enjoyment implies motivation and lack of automation.
• Less Reactance. Direct claims trigger suspicion: We help small businesses. Readers will question the previous statement, as if this agency doesn't help small businesses. Indirect claims can distract readers from questioning the core assertion: We enjoy helping small businesses. Now readers will question this enjoyment instead of the main benefit of providing help.

How to Apply

• Describe Products As Complex Yet Enjoyable. A bartender earned more money when they enjoyed making a complex cocktail, but not a simple cocktail (Paley et al., 2024).
• Charge Higher Prices. Researchers confirmed that Upwork freelancers charge lower prices when they enjoy their service, yet buyers are willing to pay higher prices for them (Paley et al., 2024).

• Paley, A., Smith, R. W., Teeny, J. D., & Zane, D. M. (2024). Production enjoyment asymmetrically impacts buyers’ willingness to pay and sellers’ willingness to charge. Journal of Marketing, 88(6), 85-102.