Hey there, Creator! I am Kenzi Wood. Thanks for tuning in, and welcome if you're new to this corner of the internet. I never take your time and attention for granted, and I'm grateful you're here.
🌀TL;DR
The endowment effect says we value things more once we feel ownership over them.
For creators, that means the more your audience feels a sense of “this is mine,” the more they’ll engage.
✅ The quick answer: Invite your audience to co-own your content through naming, voting, feedback, or personalization.
I don’t have to tell you that being a creator is about much more than posting content. You also have to create a sense of ownership with your followers and community.
When people feel like something is theirs — whether it’s a coffee mug, a playlist, or your weekly newsletter — they suddenly see it as more valuable. That’s the endowment effect at work.
It’s why someone won’t sell their old guitar for what it’s actually worth. Or why you might struggle to delete an underperforming post that you love. 👀 We overvalue what we own, sometimes to our benefit, and sometimes to our detriment.
Fortunately, the same cognitive bias that makes people overprice a used couch (ew?) can make your audience love your work even more. 🔮
Today, we’ll unpack:
🧠 What the endowment effect is
💡 How to use it to deepen audience connection
🚫 When it backfires and how to avoid getting stuck
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Why we love what’s ours, even when it’s just a mug
Once people feel ownership of something, they tend to value it more highly than they would if they didn’t own it.
For example, in experiments, people given a mug will demand much more to sell it than others would be willing to pay to acquire it. Even though, objectively, the mug is the same. ☕
Psychologists link the effect to things like loss aversion (we feel losses more than gains) and “psychological ownership” (once it’s ours, it becomes part of our identity). Getting rid of something means relinquishing it, and that feels like giving up a piece of ourselves.
And yes: the effect can kick in fast. Just the act of being told you own something can bump its perceived value.💵
What the endowment effect means for how you create
You might think: “Great, psychology theory. But how does this affect me, Kenzi?”
Well, the endowment effect affects you in a few ways:
Own-it mindset for your work: When you craft content, you own it. The endowment effect means you might value it higher than others do, or you might hesitate to change it or rework it. Recognizing that can help you avoid being overly precious with ideas that don’t work.
Audience ownership: If your audience feels they own or are part of something (your brand, community, series, etc.), they’ll value it more. 🪙 That means deeper connection, higher loyalty, and more lifetime engagement.
Monetization: When you offer an eBook, course, or membership and allow your audience to “own” it through early access or naming rights, they’ll value it more.
Pricing and offering mindset: If you’ve built something, you might demand too high a price. Or you might undervalue what your audience is actually willing to pay. Understanding the endowment effect helps calibrate your value. 🫰
How to turn “my content” into “our content”
Let’s get to the juicy stuff. Follow these tips to start using the endowment effect in your work as a creator.
1. Build ownership for your audience
When people feel they own something, the endowment effect starts working. Create an asset for your people. Something like a member-only hub, a signature hashtag, or a community badge that your audience can belong to.
You should also offer opportunities for co-creation. Ask your audience what they’d like to name the next series, let them vote on topics, and include their names on a contributors list. 🏟️
Framing also matters. When you send an email or post, say something like: “Here’s your copy of the resource you helped build…” rather than “Here’s a freebie I built for you.” That subtle shift creates psychological ownership. Cool, huh? 🧠
2. Re-evaluate your content from the “outsider” view
Look, not all content is a winner. But creators are often guilty of promoting old content that’s only so-so because you feel a sense of ownership over it.
Pick one piece of evergreen content you’ve been hoarding. Ask yourself: would a new follower seeing this for the first time think it’s still relevant, helpful, and fresh?🕵️♀️
If you find you’re holding on because of nostalgia or pride, rework it. Maybe update the data, refresh the visuals, or package it as a “starter edition” for new followers.
3. Use “ownership upgrade” offers to enhance monetization
When you launch a paid offering, give followers a chance to earn:
A “founding member” label
“Lifetime access”
“Your name in the hall of fame”🤩
Giving the buyer a sense of ownership beyond simply being a customer increases your product’s perceived value.
Consider offering a trial period or beta access that creates early-user ownership. If followers feel they own the beta community or product, they’re less likely to churn.
4. Personalize the experience
The more your content adapts to your audience, the more they feel a sense of ownership. Interactive polls, quizzes, and personalized shoutouts are all small touches that make followers feel like the experience belongs to them.
Even something as simple as, “Reply with your biggest creator challenge and I’ll feature one in next week’s newsletter,” gives them skin in the game.
A quick bonus: What not to do
Don’t assume your audience feels ownership just because you do. If you’re proud of a project but your audience never had a chance to engage, customize, or contribute, they might not value it as highly. 🤷🏽
Don’t overprice purely because you think this is the best piece of content EVER. If you set the price based on your attachment rather than what the audience perceives, you won’t make any sales (sorry).
Don’t cling to content simply because you created it. The endowment effect can lead creators to promote outdated stuff rather than develop new, more relevant content.
If you help your audience own something, they’ll value it more. If you avoid getting stuck on your own attachment to old content, you’ll keep your momentum fresh.
Use the principle deliberately, and you’ll see better engagement, higher perceived value, and stronger loyalty.
Your turn: This week, write content that gives your audience ownership of something. Let your followers name your next product, choose your profile cover image, or pick the emoji that ends your emails. Check your analytics for changes in engagement to see which ownership perks your followers respond to best.
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Speak soon,
Kenzi
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