How do you use framing to highlight the benefits of your product or service?

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Framing is a powerful persuasion technique that can help you influence how your potential customers perceive your product or service. By presenting your offer in a way that emphasizes its benefits, value, and relevance, you can increase your chances of making a sale. In this article, you will learn how to use framing and anchoring to highlight the benefits of your product or service and overcome objections.

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Kervis B.

Bringing Strategic Value to Teams
?zer Kaya

Linkedin Top Voice || General Manager || Keynote Speaker || Managing Partner || C-Suite High Performance Mentor || 25+…

1 What is framing and anchoring?

Framing is the process of shaping the context and meaning of your message to appeal to your audience's emotions, goals, and preferences. Anchoring is the tendency of people to rely on the first piece of information they receive as a reference point for making decisions. By using framing and anchoring, you can set the tone and expectations for your product or service and make it more attractive and compelling.

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Kervis B.

Bringing Strategic Value to Teams
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Framing is about learning the state of mind the client is in now and the state of mind they want to achieve and retain forever more. That is how you create a life long professional partner and maybe if the conditions are correct, a friend.

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?zer Kaya

Linkedin Top Voice || General Manager || Keynote Speaker || Managing Partner || C-Suite High Performance Mentor || 25+ Years of Experience
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Framing is the process of shaping the context and meaning of your message to align with your audience's emotions, goals, and preferences, influencing how they perceive and interpret the information. Anchoring, on the other hand, refers to the cognitive bias where people rely heavily on the first piece of information they receive as a reference point when making decisions. Both framing and anchoring are powerful tools in communication and persuasion, as they can significantly impact how messages are received and how decisions are made.

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2 How to frame your product or service benefits

One of the most effective ways to frame your product or service benefits is to use the value proposition formula. This formula consists of four elements: the target audience, the problem, the solution, and the unique selling point. For example, if you are selling a fitness app, your value proposition could be:

For busy professionals who want to stay fit and healthy, our app is a personalized and convenient fitness coach that adapts to your schedule, goals, and preferences. Unlike other fitness apps, our app uses artificial intelligence and gamification to keep you motivated and challenged.

By using this formula, you can frame your product or service benefits in a way that shows who you are helping, what problem you are solving, how you are solving it, and why you are different from your competitors.

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3 How to anchor your product or service value

Anchoring can be used to frame the value and worth of a product or service in a way that makes it more appealing and persuasive. For instance, you can show the original price and discounted price of a product or service to create a sense of urgency and savings. Additionally, you can demonstrate the cost of not using the product or service to highlight the pain points and risks of inaction. Moreover, you can emphasize the positive outcomes and rewards of action by showing the value of using the product or service. Lastly, you can showcase social proof and testimonials from satisfied customers to demonstrate the credibility and popularity of your offer.

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?zer Kaya

Linkedin Top Voice || General Manager || Keynote Speaker || Managing Partner || C-Suite High Performance Mentor || 25+ Years of Experience
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Anchoring can be effectively used to frame the perceived value and worth of a product or service, making it more appealing and persuasive. For example, by presenting the original price alongside a discounted price, you create a reference point that highlights the savings, often generating a sense of urgency and encouraging the customer to act quickly. This technique leverages the initial higher price as an anchor, making the discounted price seem like a better deal.

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4 How to frame your product or service relevance

You can use relevance to tailor your message and offer to your audience's specific situation, challenges, and goals. This includes segmentation and personalization to address unique characteristics, preferences, and pain points. Additionally, storytelling and examples can illustrate how your product or service can help your audience achieve their goals and overcome their obstacles. Lastly, asking questions and collecting feedback can help you understand your audience's concerns and objections, so that you can provide solutions and reassurance. Ultimately, using relevance will show how your product or service can help your audience solve their problems and fulfill their aspirations.

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5 How to frame your product or service differentiation

Differentiation is an effective way to showcase your competitive advantage and unique value proposition, helping you stand out from the competition. You can use comparison and contrast to emphasize how your product or service is better, faster, cheaper, or more reliable than others. Additionally, features and benefits can be used to explain how your product or service works and what benefits it brings. And by offering guarantees and warranties, you can demonstrate your confidence in the quality and performance of your product or service. Ultimately, using differentiation will enable you to frame your product or service benefits in a way that shows why your offer is superior.

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Sam M.

Student Experience Marketing & Communications | Strategic Communication Planning | Multi-Channel Engagement | Advocate of People, Processes, and Technology for Transformative Success ??????
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I believe it's important to highlight what sets your product or service apart from the rest. Rather than simply focusing on the features and benefits, emphasize the unique advantages that your offering provides. One way this is achieved is by pinpointing the pain points of your target audience and demonstrating how your product or service addresses those specific needs. This approach allows you to connect with potential customers on a deeper level, showing them that you understand their challenges and have the solutions they need. Another way yu can differentiate yourself is by providing exceptional customer service and support. Going above and beyond to ensure your customers have a positive experience will create fans and referrals.

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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How do you use framing to highlight the benefits of your product or service?

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1 What is framing and anchoring?

2 How to frame your product or service benefits

3 How to anchor your product or service value

4 How to frame your product or service relevance

5 How to frame your product or service differentiation

6 Here’s what else to consider

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