The classic image of the glass half full or half empty aptly illustrates the concept of framing. Positive and negative framing creates a psychological cognitive bias that influences how people view a message and what they take away from it.
Framing effects can be extremely useful when trying to promote a product or service or when planning to build a positive image for your brand. Framing messages can help to simplify complex concepts and make them more relatable to consumers. For example, a company that sells health insurance might frame its products as a way to protect consumers from expensive medical bills, which can help to emphasis the value of the insurance. Visual framing is also useful for attracting the right audience. For example, using appropriate images and colors to attract specific genders and personality types.
- Create a desired perception or impression
- Influence people’s opinions and decisions
- Encourage people to take action or make a change
3 types of message framing effects
There are three main types of message framing in marketing: gain framing, loss framing, and fear framing, but all of them share one common goal: to influence how people think about something.
Gain framing emphasizes the potential for positive outcomes, loss framing emphasizes the potential for negative outcomes and fear-framing takes a more direct approach by appealing to the customer’s fear of losing out. All three techniques aim to draw customers in by appealing to their emotions and encouraging them to act quickly before it’s too late.
- Gain framing: Emphasises the potential benefits of taking action
- Loss framing: Emphasises the potential negative consequences of not taking action
- Fear framing: Appeals to the consumer’s fear of missing out
Applying the framing effect to digital marketing campaigns
Cognitive bias framing effect is an important consideration when creating digital marketing campaigns as it alters the mental bias that influences people to make different decisions. By understanding how it works, you can use it to your advantage and craft messages that are more likely to be successful.
When you apply gain framing you emphasizes the potential for positive outcomes and make it clear that the person will be better off if they take action. It focuses on things like maximum savings, great value, and exclusive deals to draw in customers. For example, you might highlight the fact that taking a particular course will improve their career prospects.
Loss framing, emphasizes the potential for negative outcomes of not taking action. This framing effect is often used in sales pitches, as it can be used to create a sense of urgency. You might tell someone that if they don’t buy your product now, they’ll miss out on a great deal. An example of the loss framing effect is “Don’t miss out! Act now to take advantage of these limited-time savings and exclusive perks.”
Fear-framing is a technique used in marketing that appeals to the customer’s fear of losing out. It draws on emotions such as urgency, scarcity, and dread to encourage customers to act quickly and purchase whatever product or service is being offered. Fear-framing can be effective in convincing hesitant customers to make a purchase and create a sense of excitement around the product.
Optimising your messaging
When framing your content, it is important to be clear and concise about the benefits of your product or service. Use strong arguments and avoid using jargon or technical terms that may be confusing to your audience. Make sure your content is easy to read and understand.
When offering solutions it is essential to limit the choices that your customer has. This can be done by limiting the time frame in which they can make a decision or by providing a limited number of options. When customers feel like they have to make a decision quickly or that there are not many choices available, they are more likely to choose the option that is framed in a positive light.
Framing your content in a way that makes it clear how your product or service can benefit your target audience is more likely to achieve success with your digital marketing campaigns.
- Avoid using jargon or technical terms
- Provide messages that are easy to understand
- Limit choices
- Clarify how your offer can benefit the reader
Frame your campaigns for success
Framing can be an extremely useful tool in marketing, as it can help to influence consumer decisions. By framing your message in a certain way, you can make people view your offer in a more positive light and encourage them to take action. When used correctly, framing can be an effective way to build a positive image for your brand and improve your marketing results.
Learn more about the building blocks of optimised marketing strategies.