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Everything in life is framing. Whether you are perceived as “scammy” or authoritative comes back to framing and perceived value. Perceived value is just one aspect of framing.
With proper framing, you can sell your products and gain authority even with as little as 1000 followers.
Framing is just psychology. It is the act of understanding human psychology and leveraging it.
At its core, framing is about shaping the perception of information. It is a process that involves selecting and emphasizing certain aspects of a message while downplaying or omitting others.
The goal is to influence how people perceive and understand the information, which can ultimately influence their beliefs, attitudes, and behavior.
You can almost call it manipulation if the value wasn’t given at the end.
Take youtube as an example. It’s like clickbait on youtube but you actually follow up with the promises of the thumbnail or caption.
Now that you know briefly what framing is, the first thing we will be talking about is the analogy of “It’s how you say it that matters and not what you say that does”.
The way you frame your message can be more important than the message itself. For example, instead of saying "We're the cheapest option," you could frame your product as "the most affordable option without comprising quality and features."
This way, you emphasize your product's positive aspects rather than the negative.
The product (end result) is the exact same but the way it’s being communicated is different.
Another important principle is to understand your audience and what matters to them. Framing that resonates with one audience may not work with another.
So, to properly frame your product, you need to first, understand whom you are targeting (Customer Avatar).
After which, you need to target your ideal customers. When you run paid ads or when you are creating organic content, you need to clearly define your content pillars so that it attracts the right audience.
Framing is the process of shaping how people perceive and understand information.
The way you frame something can determine whether it is perceived as positive or negative, valuable or worthless, credible or untrustworthy.
Perceived value is one important aspect of framing. The perceived value of a product or service is based on how it is framed and communicated to potential customers.
For example, a luxury car may be framed as a symbol of status and sophistication, while a budget car may be framed as a practical and affordable option.
The way a product is framed can influence its perceived value and ultimately affect the buying decision of consumers.
But framing goes beyond just perceived value. It can also be used to establish authority and credibility. By framing yourself or your brand in a certain way, you can position yourself as an expert in your field.
For example, by consistently sharing valuable insights and advice on social media, you can build a reputation as an authority in your niche, even with a relatively small following. So long as you do it in a way that is unique to you.
To truly understand the power of framing, you need to understand the art of storytelling and how it’s used to communicate your message effectively.
A good story can make people feel an emotion.
Remember: emotions are universal.
To be perceived as valuable, you need to target the emotion and turn that negative
emotion into something positive.
This emotional connection is what makes a story memorable and helps to build a deeper connection with your audience.
For example, Steve Jobs was a master storyteller, known for his ability to frame Apple's products in a way that captured people's imaginations.
He didn't just talk about the features of his products, but rather the benefits they could bring to people's lives.
Target how the features will affect your customer's daily life.
Instead of talking about the technical specifications of the iPod, he talked about how it could change the way people listened to music and connect with their favorite artists.
Or the iconic phrase, ”A thousand songs in your pocket”.
Incredible.
You can also create a sense of urgency or scarcity. People are more likely to take action when they feel like they might miss out on something valuable. By framing your offer as a limited-time opportunity, you can create a sense of urgency that motivates people to act quickly.
You can do this by making your product cohort-based or quarterly for example.
However, it's important to be authentic and transparent when using this tactic. Don't create false scarcity or make promises you can't keep - which will reduce trust.
1. Perception
Framing is the shaping how people perceive and understand information.
Perception, on the other hand, refers to how people interpret and make sense of the information they receive. Perception is subjective and can be influenced by many factors, including personal experiences, beliefs, values, and emotions.
Framing and perception are closely linked because the way something is framed can shape how it is perceived.
For example, let's say you are trying to sell a new skincare product. You could frame it as a luxury item that promises to make your skin look younger and more radiant. Or, you could frame it as a practical solution to common skin problems like acne or dryness.
The way you frame the product can influence how it is perceived by potential customers.
If you frame it as a luxury item, it may be perceived as expensive and exclusive, and appeal to people who value status and sophistication. This allows you to charge more and sometimes, if your product is cheaper than what is expected. It either goes 2 ways:
On the other hand, if you frame it as a practical solution, it may be perceived as affordable and useful, and appeal to people who are looking for a solution to a specific problem. However, it will appeal to a wider audience.
The way something is framed can also influence how it is compared to other options.
If you frame a product as the most expensive option, it may be perceived as exclusive and high-end, and appeal to people who are willing to pay a premium for quality. And thus, people may compare yours with other premium options.
If you take a look at Apple's products. Some of their offerings are considered expensive. But they are also the highest quality.
One example is Apple's studio display. The studio display is more expensive than the other brands but it is a 5k resolution display. Since most other brands offer 4k, its harder to compare the value of Apple's offer to others.
When you are unique and of high-quality, you are harder to be compared with your competitors.
On the other hand, if you frame it as the most affordable option, it may be perceived as accessible and practical, and appeal to people who are looking for a budget-friendly option.
2. Context
Framing and context are closely related, as the way information is presented can drastically change its meaning depending on the context in which it is presented.
Context is basically the story you craft around that product or offer.
Context can also influence the perceived credibility and trustworthiness of a message.
For example, if a message about a new product launch is presented by a well-known and respected industry expert, it is more likely to be perceived as credible and trustworthy than if the same message is presented by an unknown individual with no credentials.
Let’s take the one-person business philosophy .
In the one-person business philosophy, productization and authentic branding are the two main parts.
Productization involves turning your expertise and knowledge into a digital product or service that can be easily purchased and consumed by your audience.
Authentic branding involves presenting your brand and message in a way that is genuine and honest, reflecting your unique personality and values.
Context plays a crucial role in both productization and authentic branding. When creating digital products or services, it's important to consider the context in which they will be used and how they will solve your audience's pain points.
By framing your product or service as a solution to a specific problem, you can make it more appealing and valuable to your target audience.
Highlight 3 specific benefits of your product and 3 problems it will solve in your landing page. Something like what apple.com does.
Authentic branding involves crafting a story and context around your brand that resonates with your audience. By framing your brand as authentic, genuine, and trustworthy, you can build a loyal following of customers who share your values.
Framing and context also play a role in digital marketing and advertising. Understanding the context in which your audience will receive your message is crucial for creating effective campaigns.
For example, a message emphasizing the convenience of a digital product may be more effective when presented in the context of a busy lifestyle or work from home environment.
Framing and context are closely intertwined and must be carefully considered when presenting information to an audience. The context in which a message is presented can drastically change its meaning, impact, and effectiveness, and it is important for you to take this into account when crafting your messages.
3. Emotion
The third aspect of framing is emotion. Emotion is a powerful tool that can be used to influence people's decisions and behaviors. Framing messages in a way that evokes specific emotions can be an effective way to capture the attention of your audience and drive action.
I talk more about this in The One Person Business System (Course) - you can check it out here if you want to productize and build an authentic brand in 6 weeks.
One of the most powerful emotions is fear. Fear can be used to create a sense of urgency and encourage people to take action.
For example, a message that frames a product as a solution to a potential problem or threat can be more effective than one that simply emphasizes the product's benefits. A message that highlights the dangers of not taking action can also be effective in creating a sense of urgency.
On the other hand, framing a message in a way that elicits positive emotions such as happiness, excitement, or inspiration can also be effective in driving action.
Messages that emphasize the benefits of a product or service and the positive impact it can have on people's lives can be effective in eliciting positive emotions.
The key to using emotion in framing is to understand your audience and what motivates them. Different emotions will resonate with different people, and it's important to tailor your message accordingly.
Another important aspect of framing and emotion is the use of language. The words and phrases you use can have a significant impact on the emotions your message evokes - we will be talking more about this later on in this guide
Ultimately, the use of emotion in framing can be a powerful tool in capturing the attention of your audience and driving action. However, this is your friendly reminder to use it ethically.
4. Persuasion
The fourth point of framing is related to persuasion. Framing is a powerful tool for persuasion because it can influence the way people think and feel about a particular issue, product, or service.
By framing information in a particular way, you can encourage people to adopt a certain perspective, belief, or behavior.
One way to use framing for persuasion is by emphasizing the benefits of a product or service. People are often motivated by the benefits they can receive from a product or service, rather than its features.
For example, a gym membership may be framed as an investment in your health and well-being, rather than just a place to work out.
Framing can also be used to appeal to people's emotions and values. By framing an issue in a way that resonates with people's emotions or values, you can encourage them to adopt a particular perspective or belief.
Framing can also be used to counteract negative perceptions or beliefs. By reframing an issue in a more positive light, you can help people overcome their negative perceptions or beliefs and adopt a more positive perspective.
By understanding how to use framing effectively, you can create messages that resonate with your audience, establish authority and credibility, and ultimately drive sales and grow your business.
It’s essentially the most important skill in Business Marketing. Fail it and you won’t make much money.
5. Language
To me, the most important aspect of framing is the language used. The language you use will either make it or break it.
It significantly impacts how the message is perceived and interpreted by the audience. Language is not just a tool for conveying information, but it is also a tool for shaping how people think about and respond to that information.
One important aspect of language in framing is the use of positive versus negative language. Positive language focuses on what can be gained, while negative language focuses on what can be lost. For example, instead of saying "Don't miss out on this opportunity," framing the message as "Take advantage of this opportunity" can be more effective in motivating action.
As you can tell, language is closely linked to the emotion that it evokes.
And as you progress on your journey as an entrepreneur, you’ll start to realise that many things are interconnected.
Another important aspect of language in framing is the use of metaphors and analogies. Metaphors and analogies can help to simplify complex ideas and make them more relatable to the audience.
The use of language can also be used to create a sense of belonging and community. By using inclusive language and addressing the audience directly, you can create a sense of connection and make the audience feel like they are part of something bigger.
Lastly, the use of jargon and technical language can be a double-edged sword in framing. While using technical language can help establish authority and credibility in certain contexts, it can also be alienating and confusing for audiences who may not be familiar with the terminology.
Clear not clever.
It is important to strike a balance between using technical language when appropriate and using accessible language that the audience can understand.
In simple words, a 7th grader should be able to understand what you are saying. Most people say 4/5th grader but I find it limiting.
Just remember this: If the message you want to convey can be conveyed with simple words, do that.
Overall, the language used in framing plays a crucial role in shaping how the message is perceived and interpreted by the audience.
By using positive language, metaphors and analogies, vivid and descriptive language, inclusive language, and balancing technical language with accessible language, you can create messages that resonate with your audience and drive desired actions.
1. Understand your audience
To effectively apply framing in marketing and communication, it is important to have a deep understanding of your target audience.
This includes their demographics, values, interests, and pain points. By knowing what matters to your audience, you can frame your message in a way that resonates with them.
2. Focus on benefits, not features
Instead of simply listing the features of your product or service, focus on the benefits that it provides. Frame your message in a way that emphasizes how your product or service solves a problem or meets a need for your audience.
One good website I advice you to look through is apple.com
Love or hate them, you have to admit that Apple is a genius when it comes to marketing. Don’t just take a look at Apple’s website, analyze it and find ways to implement them into your own products and content.
3. Use emotional appeal
Emotions can be a powerful tool for framing your message. By framing your product or service in a way that evokes positive emotions, such as joy, excitement, or satisfaction, you can create a stronger connection with your audience.
Look through the lens of “What will make people talk about your content on a Saturday night during dinner with a group of friends?” and “What emotion do I need to evoke to achieve that"
4. Use social proof
People tend to be influenced by the actions and opinions of others. For example, if someone gives a 5 star review and says “Changed my life” - you can ask the person to describe how it actually impacted their life.
When asking for testimonials, you can also include prompts to make it easier for people to write that review (since it decreases mental fatigue).
On landing pages, you can also add social proof such as how many customers you served, number of followers, number of reviews or anything else that makes people go “He is an authority in this field”.
5. Choose the right language
The words you use to frame your message can have a big impact on how it is perceived. Choose language that is positive, clear, and easy to understand. Avoid using jargon or technical terms that may be confusing to your audience.
6. Use visualisations
Visualisations can be a powerful tool for framing your message. By using visual aids to highlight the benefits of your product or service, you can create a stronger connection with your audience and make your message more memorable.
7. Be consistent
Lastly, that one advice we hear all the time is of course true. There is a reason why throughout all these decades and centuries, this is the one advice that was able to stand the test of time.
But consistency doesn’t just apply to posting content.
Consistency is also key when it comes to framing your message. Make sure that your message is consistent across all of your marketing and communication channels, including your website, social media, and advertising.
This will help to build trust and credibility with your audience.
Let’s go a bit more in-depth to how consistency and framing are interlinked in this digital economy.
Framing refers to the way in which a message is presented, which can greatly influence how it is perceived by the intended audience. In the context of a one-person business, framing can include everything from the design of a website or social media profile to the language used in marketing materials.
Effective framing involves understanding the target audience and tailoring the message to resonate with their needs and interests.
Consistency, on the other hand, refers to the degree to which a message remains the same across different channels and over time. Consistency is important because it helps to establish a sense of trust and reliability with customers.
When a business consistently presents a message that aligns with its values and goals, customers are more likely to feel confident in their decision to do business with that company.
Remember: You need to drive people to a certain direction using your content.
And driving people to multiple directions will confuse them.
We will now be talking about how you can refine your offer using framing.
Before you read the 6 ways, keep in mind that this will be technical and also actionable.
1. Use analytics to track performance: Analytics tools like Google Analytics can provide you with valuable insights into how your offer is performing. Here are some key metrics to monitor:
By monitoring these metrics and others, you can identify areas where your offer is performing well and areas where it could be improved.
2. Analyze customer feedback: Feedback from your customers can provide you with valuable insights into what's working well and what needs improvement. Here are some ways to gather feedback:
By analyzing customer feedback, you can identify areas where your offer could be improved and address any concerns or objections that customers might have.
3. Conduct A/B testing: A/B testing involves testing different variations of your offer to see which one performs best. Here are some things you can test:
By conducting A/B tests, you can identify which elements of your offer are most effective and refine your offer accordingly.
4. Monitor your competitors: Keep an eye on your competitors and see what they're offering. Look for ways to differentiate your offer and highlight its unique benefits. Here are some things to look for:
By monitoring your competitors, you can identify ways to differentiate your offer and stand out from the competition.
5. Make data-driven decisions: Use the data you've collected to make informed decisions about how to refine your offer. Here are some things to keep in mind:
By making data-driven decisions, you can ensure that your offer is as effective as possible.
6. Continuously refine your offer: Refining your offer is an ongoing process. Here are some additional steps you can take to continuously refine your offer:
By continuously refining your offer, you can ensure that it stays relevant and effective over time. Don't be afraid to experiment with new variations and approaches – the more you test and refine, the more effective your offer is likely to be.
Okay, we have talked a lot about Framing.
It was so much that I don’t even know if a recap is worth it. I’m anti-recaps for certain topics because doing a recap will just strip away important details. And if I summarize framing into 1 or 2 sentences, I’m just repeating what I said at the very start.
But, I’ll do it.
Here we go…
“Everything in life is framing.”
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