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Framing technique in marketing
How to create frames that would prompt customers to think about your product in a more positive way.
You’re about to launch your first Facebook ad campaign. You figured out the location, the age, the interests — phew, the challenging part is done. Now, let’s choose the income level and life events and go ahead with creating a compelling copy that would resonate specifically with the audience you have chosen.
For instance, you have chosen “Away from family” and start putting together an emotional text “Being away from your loved ones is tough….”
But think for a moment: do all those people who are away from family feel the same? What if at least 1/4 of them are excited to finally get away from the routine? What if another 1/4 are introverts who value their solitude and are dreaming of recharging their batteries away from family?
Context matters — maybe even more than some other important aspects like demographics. A research that was run 30 years ago proved that nothing can beat context in the decision making process. You can read more on this research here or here.
Framing: what is it about
The good news is that you can actively create context in which your product should be…
