The Skill of Powerful Convincing: The Framing Effect
Powerful persuasion is power. Being a good convincer is important to succeed at anything you do. It especially helps if you are a sales or business person.
It’s easy to get good at persuasion; you don’t need to vehemently state your beliefs or aggressively challenge the other person's opinions.
All you need to do is to present yourself differently. The framing effect changes people’s reactions when you present your idea/ product differently. You are more likely to be believed if you minimize unnecessary details and only convey valuable positive information to the other person.
Let's see how this works.
Framing in Business
Yesterday I went to the supermarket to get low-fat cottage cheese. The product said “ 90% fat-free”.
90 % fat-free is the same as saying 10% fat.
What did the product manufacturers do?
They simply used the framing effect, ignoring unnecessary information and presenting information in a positive light.
Another example is expensive restaurants. You are unlikely to see elite dining places advertising themselves as “unreasonably- high priced” or “ expensive cuisine”.
The pricing information is something they neglect.
Instead, they frame themselves positively, highlighting the unique dining experience, exclusive cuisine, and perfect ambiance.
That’s how they make money!
Framing in Personal Life
We all know of a time when someone persuaded us to do something. You might not have realized, but these people were making use of the Framing Effect.
For example, when your parents persuaded you to go somewhere, they tried to focus on the good side of things.
“If you go to accompany me on that family trip, you might end up getting a present/ money from your relatives”.
They never said how bored you’d be or what a waste of time it would be.
“If you are respectful to your relatives, people will respect you back.”
Well, my relatives criticized me regardless of whether I respected them or not.
However, since the situation was framed positively, I believed in my parents, hoping to get the rewards they emphasized.
Key points:
How to make use of the Framing Effect?
- Don’t bother with superfluous and insignificant information. Keep your reasoning short and simple.
- Always highlight the positive side of a story. Forget that the negative part exists.
- Say it with conviction.
