‘Framing’ Winning Communications | Nudging

Don’t judge a book by its cover. But most times we are guilty of judging it by its cover, aren’t we?


We are given two dishes that taste exactly the same. The only difference in the two is- one is plated very well and a lot of thought has been put into the presentation; the other one is simply cooked and put on the plate. In this case, which one looks more appetizing? The one that is well presented, right?


Similar is the case with communication. For it to be effective, you need to put some thought and present it well. That’s where the technique of “framing” comes in.





What is framing?

Framing means crafting your communications carefully to ensure that the negative sentiment is minimized. And the key is to focus on the incentive/positive sentiment. Using this technique you can increase the chances of your customer choosing your desired outcomes.


Example:

If you were to convince a person to opt-in for a surgery that had a 5% chance of failure, how would you communicate it to them?

Option #1: 5 out of every 100 people that go through the surgery don’t survive it.

Option #2: 95% of the times people that opt for the surgery sail through.


Option #2 is how framing is done. In this case, the focus is on 95% success rate instead of focusing and highlighting the negative outcome/possibility of 5% failure.


I want to leave you with two questions right now:

Q1. What is the biggest communication challenge that you are currently facing? Q2. How would you frame it using the ‘Framing’ technique?







P.S.: I learnt about ‘Framing’ in this wonderful book called Nudge- Improving Decisions About Health, Wealth and Happiness.

You might want to read it to understand more about behavioral economics and tap it to your advantage.

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