In conversations we don't tell
everything. Rather, we tend to speak only about things that matter, emphasize
stuff and de-emphasize other topics, stress on some words and sentences and just
mention others without any importance
That is called "Framing",
and we do that all the time. And since marketing is all about communication,
you just can't give all the information about your product. That would be
impossible in terms of your time and your customers' time
Communication
is always compressed. And you have to follow this rule also in marketing
"Framing"
can be so effective if you understand it and use it right and in no
manipulative way. Examples:
-
"Invest X money in
that" instead of "that would cost you X money" …. That would give
them the feeling that they are giving money, not losing money. Though it is the
same meaning at the end
-
"You will pay X less than
---------- " instead of "we cost X money"
-
"This place is more
intimate, warm and welcoming" instead of "this place is smaller than
the other one"
Small ethical
note here; use "framing" all the time to focus on the benefits and to
stress things in the positive side, but if there are any serious important
info, people have the right to know about them. So don't be manipulative and
omit certain info that would harm your customers. That would just be against
your favor on the long run
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