I recently recorded a podcast with with Melissa Hughes, author, speaker and subject matter expert about the brain and neuroscience. This is the second episode we have recorded and in each episode we talk about how the brain works and how our awareness of how it works can benefit us in everyday life and in routine business interactions. In the first episode, we talk about how the brain processes during stressful times. Check out that video here.
In the most recent episode, Melissa introduces the show topics using Sketch Notes. This is a new concept to me, but a concept that has immediate appeal. The Sketch Notes really catch your attention and draw you into the topics being discussed more so than a normal ‘agenda’ would do. 4 Framing Secrets to Amplify Your Message!
Amplify Your Message
What are Frames?
According to Michael A. Roberto, DBA, Bryant University in an article published December 20, 2016 in “The Great Courses Daily”, “Frames are mental models that we use to simplify our understanding of the complex world around us. In other words, frames are mental models that help us make sense of the world.” So, in our chat with Melissa, she presents ways to Amplify the Message using four different frames. Each one of these frames are applicable in different situations. And, this process of using the right frame to present your message is applicable in countless settings, including personal and business.
Decisions can be influenced by the opportunity presented. Experiences are powerful ‘opportunities’ that are used to influence decision making. The emotional aspect of an ‘experience’ is what makes this such a powerful influencer. Many times, the ‘opportunity’ frame is the number one decision influencer. People will make decisions based on the opportunity presented.
Less is More Frame
This is an interesting frame and one that is contrary to logic. The layman’s definition of this frame is that decisions are influenced based on the variables available to chose from. In the Jam Experiment, consumers bought less when they were presented with more variables to purchase. In this study, consumers purchased fewer items of jam when they were given more varieties of jam to purchase. The Jam Experiment is a study about jam purchases conducted by psychologists in 2000.
The Contrast Frame is a cognitive bias to influence decisions based on comparison of items to highlight differences. Light versus dark, high versus low, etc. Or, if you compare something old or worn out to something new and shiny, the new and shiny object will be viewed more favorable and have a higher value. A fast car compared to a slower one, can be more appealing also and influence decisions. For more on the Contrast Effect, check out this article, The Contrast Effect: When Comparison Enhances Differences.
Interestingly, the Blemish Frame actually presents a blemish or flaw in the product or service. This method has been shown to increase sales. Small blemishes can highlight the good qualities of the service or product and can make the it seem more believable, since after all, if it is ‘too perfect’ it is too good to be true. In a study presented in the June 1, 2011 Stanford Business journal, ‘researches say ‘blemished’ news about a company or product may actually strengthen consumers’ positive impressions.’
The episode provides great information on how to improve your sales process and every day interaction with family, friends and co-workers. Enjoy the show.