The framing effect is the phenomenon where people’s decisions are influenced by the way information is presented to them. This can be achieved through the use of language, context, and other framing techniques.
1. Highlight the Benefits, Not the Features
In marketing and advertising, it’s important to focus on the benefits that your product or service will provide to the customer, rather than just listing its features. By highlighting the benefits, you are framing the information in a way that is more relatable and appealing to the customer.
Example: Instead of saying “Our washing machine has a high-capacity drum and multiple wash cycles,” say “Our washing machine can handle your family’s laundry in one go and has customizable wash options for different types of fabrics.”
2. Use Positive Language
Language plays a big role in framing information, and using positive language can help to create a more favorable impression of your product or service.
Example: Instead of saying “Our product is not as expensive as others on the market,” say “Our product offers great value for money.”
3. Use Visual Framing
The way you present information visually can also influence how it is perceived. Using visual framing techniques, such as highlighting certain elements or using contrast, can help to draw attention to important information and create a more compelling message.
Example: Using a bold, contrasting color to highlight a special offer or using images to show how your product can be used in different situations.
4. Use Comparative Framing
By comparing your product or service to others on the market, you can frame it as superior or more competitive.
Example: “Our product is 50% cheaper than the leading brand” or “Our service has a 99% satisfaction rate, compared to the industry average of 80%.”
5. Create a Positive Association
By associating your product or service with positive feelings or experiences, you can frame it in a more appealing way.
Example: “Our product will help you feel more relaxed and rejuvenated” or “Our service will make your special occasion even more memorable.”
6. Frame the Problem in a Way that Makes Your Solution More Attractive
By framing the problem that your product or service solves in a way that highlights its benefits, you can make it more appealing to potential customers.
Example: “Are you tired of dealing with a cluttered home? Our organization products can help you declutter and feel more in control” or “Are you frustrated with slow internet speeds? Our high-speed internet service can give you the fast, reliable connection you need.”
7. Use Emotional Framing
By appealing to emotions, you can create a more compelling and memorable message.
Example: “Our product can help you make lasting memories with your loved ones” or “Our service can give you the peace of mind you need to live your best life.”
8. Frame Your Product or Service as an Exclusive or Premium Option
By positioning your product or service as an exclusive or premium option, you can create a sense of exclusivity and increase its perceived value.
Example: “Our premium car maintenance service is perfect for those who want the best for their vehicle.”
9. Frame Your Product or Service as a Risk-Free or Low-Risk Option
By highlighting the risk-free or low-risk aspects of your product or service, you can make it more appealing to potential customers who may be hesitant to make a purchase.
Example: “Our product comes with a 100% satisfaction guarantee” or “Our service includes a free trial, so you can try it out before committing.”
Here are a few cognitive biases that are similar to the framing effect:
The halo effect: The halo effect is the tendency for people to form positive associations with a product or brand based on one favorable characteristic.
This can be leveraged by framing a product or service in a way that highlights its standout features or attributes.
The bandwagon effect: The bandwagon effect is the tendency for people to do or believe something because they see others doing or believing it.
This can be leveraged by framing a product or service as popular or widely adopted.
The mere exposure effect: The mere exposure effect is the tendency for people to prefer things that they have seen or experienced more often.
This can be leveraged by framing a product or service as familiar or well-known.
The social proof effect: The social proof effect is the tendency for people to look to others for guidance on how to behave or what to believe.
This can be leveraged by framing a product or service as endorsed or recommended by others.
Citations
- “The Framing Effect: How to Use It in Marketing and Advertising” (https://www.wordstream.com/blog/ws/2014/05/01/framing-effect)
- “The Power of Framing: How to Influence Decisions and Perception” (https://www.helpscout.com/blog/power-of-framing/)
- “The Framing Effect: How to Use Persuasive Language to Influence Your Audience in Marketing and Advertising” (https://www.business2community.com/marketing/the-framing-effect-how-to-use-persuasive-language-to-influence-your-audience-in-marketing-and-advertising-02186317)
- “How to Leverage the Framing Effect in Your Marketing and Advertising” (https://www.forbes.com/sites/forbesagencycouncil/2017/08/17/how-to-leverage-the-framing-effect-in-your-marketing-and-advertising/?sh=5a91cb7c5d87)
- “The Framing Effect: How to Use It to Your Advantage in Marketing and Advertising” (https://www.entrepreneur.com/article/331327)
- “The Framing Effect: How to Use It to Improve Your Marketing and Advertising Strategies” (https://www.inc.com/john-hall/the-framing-effect-how-to-use-it-to-improve-your-marketing-and-advertising-strategies.html)
- How to Use the Halo Effect to Boost Your Marketing and Advertising Efforts” (https://www.business2community.com/marketing/how-to-use-the-halo-effect-to-boost-your-marketing-and-advertising-efforts-02208911)
- The Social Proof Effect: How to Use the Wisdom of Crowds to Boost Your Marketing and Advertising Efforts” (https://www.business2community.com/marketing/the-social-proof-effect-how-to-use-the-wisdom-of-crowds-to-boost-your-marketing-and-advertising-efforts-02189750)
- “The Bandwagon Effect: How to Use Group Dynamics to Your Advantage in Marketing and Advertising” (https://www.business2community.com/marketing/the-bandwagon-effect-how-to-use-group-dynamics-to-your-advantage-in-marketing-and-advertising-02198261)
- “The Mere Exposure Effect: How Repeated Exposure Can Boost Your Marketing and Advertising Efforts” (https://www.business2community.com/marketing/the-mere-exposure-effect-how-repeated-exposure-can-boost-your-marketing-and-advertising-efforts-02192332)
