People like to think about or do easy things rather than hard things. That’s why we often go for the simplest things on our to-do lists instead of ones that might take a bit more time, thought, or effort.

In psychology, that’s called “cognitive fluency.” It’s how scientists describe the ease with which our brains process information. Items that are easily processed are considered “fluent.” That’s why cognitive fluency can affect how quickly or easily a prospect converts.

Case studies convert very well, which is why B2B marketers love to use them. Yet many B2B companies write data-heavy case studies without many images or graphics and then wonder why they’re not working well. The more complicated the case study, the less easily it’s processed by the reader’s brain.

Here are five ways to use the psychology of cognitive fluency to write B2B case studies that are more powerful.