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NeuroTactic Overview

Framing Effect

The way a fact or number is presented affects how we see its relative value

SUMMARY:

The presentation of a fact affects our interpretation of how important or relevant the fact is. In an experiment testing the effect of packaging of ground beef, shoppers rated beef as higher quality when it was displayed as “75% lean” versus “25% fat,” even though the two facts communicate the same information.

Take a close look at the facts and features you are using in your marketing. What frame is “around” the data you are sharing, and how is that construed by your prospects? It may benefit you to change the frame and thus change the perception that your data is creating about your brand.

This NeuroTactic can also be applied to marketing messages beyond just data points like prices or the ground beef example above. If, for example, you are a consultant trying to describe the value of your services, you have the option to appeal to the pain you relieve or the pleasure you create. For example, you can focus your message on the amount of money you will save your client—or you can focus on the amount of money you will make your client. Both communicate the same thing—value creation—but each message appeals to a very different audience with different priorities.

Primary Source:

Tversky, A. Kahneman, D. (1981). The framing of decisions and the psychology of choice. Science, 211, 453-458

Dream Category:

Desire

The DREAM framework, created by Vivid Labs, represents a research-backed framework for effective marketing messages. It stands for Desire, Routing, Emotion, Attention, and Memorability.

AIDA Category:

Decision, Action
AIDA is a well-known framework for assembling a marketing message. It stands for the four steps of human decision-making: Attention, Interest, Decision, and Action.

Get The Book:

Snake Oil walks you through using and testing NeuroTactics in your own marketing, along with other critical skills marketers need to have these days.