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Imagine this…

You’re on a conference call.

A gathering of digital squares with stern faces and button-downs light up your computer screen.

For the last 7 days straight you’ve been prepping for this presentation.

Today is the day you present your new sales campaign to the team.

You’re up… *gulp*

You start well then things take a turn for the worst.

All of a sudden you’re blabbing nonsense and throwing out a bunch of random numbers and stats.

Your lips are moving faster than your brain and suddenly you blurt out,

“Only 10% of campaigns like this have underdelivered.”

Aghh. Why did you just say that? You’re digging yourself a hole.

People look nervous and there’s an awkward silence.

Luckily, your teammate steps in.

“What we’re trying to say is that we’re confident this approach will work. In the past 90% of campaigns like this have reached or exceeded goals.”

Phew. That’s muuuuuuuch better.

Why does reframing the risk of the campaign put the team at ease?

In today’s edition of Why We Buy 🧠 we’ll explore Framing—why we’re influenced by the way information is presented.

Let’s get into it.
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🧠 The Psychology of Framing

The way something is framed influences people’s choices.

Famed behavioral scientists the late Amos Tversky and the great Daniel Kahneman ran an experiment asking participants to choose between two treatments.

Treatment A would result in 400 deaths and 200 people surviving.

But watch what happens when they changed the frame of how treatment A was presented:

• Treatment A will save 200 lives – 72% of people picked this treatment.
• Treatment A will lose 400 lives – 22% of people choosing this option.

A 50% decrease by changing two words.

The same outcome, different framing–dramatically different results.

​

🧐 Inside Your Buyer’s Mind

“The frame matters just as much as the picture” – Steven Bartlett

If you want to turn potential buyers into actual buyers (and we’re guessing you do because you are reading this) then you must invest time framing your offer.

Think about every selling point you offer– ask yourself: how can you reframe each to make it more positive?

Here are some examples:

• 25% fat ❌ → 75% lean ✅
• 66% empty ❌ → 33% full ✅
• 20% failure rate ❌ → 80% success rate ✅

Remember, get your framing right and you’ll see sales skyrocket.
​

🤑 How To Apply This

Alright, so how can you apply this right now to sell more?
​

E-commerce​
Position yourself positively against the competition

When people are choosing your product, they are saying no to all the others.

Clever marketers use that to their advantage and frame their product as the obvious (and winning) choice. Multi-million dollar supplement company Huel does just that.

They take each nutrient and show how they perform *better* than the alternative.

Clever framing makes them the obvious choice.

Tech​
Sell the consequence—not your contents

It’s easy to think that the only way to show value is by telling your potential buyers what’s in your products–10% lean, 22% less fat, kills 99% of germs.

But don’t forget to think about the result of your product or service.

Slack is the communication platform of choice for thousands of businesses. But what makes Slack great is the consequence of using it… 48% less email? Sign me up.

​

Retail & Hospitality​
Find your positives and lean into them

Whether you sell hotdogs or hair extensions there is a positive and negative frame. You want to steer clear of negatives and lean into positives.

Airbnb does this masterfully. Who would have thought that people would let complete strangers into their homes?

They’re not saying ‘let total randomers into your house and worry all night’ (that’s the negative frame btw) instead they’re saying, ‘Airbnb it’ (avoiding the words ‘your house’) and think of all the money you could make. Positives only, please.

Clever, right?

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💥 The Short of It

How you frame your product or service makes a huge difference to the bottom line.

Think carefully about how you present your product and the words you use.

When you change the frame, you change the game.

Until next time, happy selling!