If you read my blogs regularly you may be familiar with my fondness of ‘Nudging’.
Don’t worry I don’t have an alarming habit of digging my elbow into the ribs of some poor unfortunate soul sitting next to me in a meeting or pushing the person in front of me whilst queuing for cinema tickets. What I’m referring to is the use of nudge marketing (Choice Architecture). Ok, I’m guessing that I had your attention with ‘nudge marketing’ and as soon as I mentioned ‘Choice Architecture’ you started to glaze over right? Don’t worry, it’s simpler than it sounds. A ‘Nudge’ is the art of subtly and indirectly influencing decision making. There are many types of nudge and they can be used for a wide variety of different things but when used correctly in business it can make a huge difference between a potential new customer choosing you over your competitor or saying ‘yes’ rather than ‘no’ over a sale. Interested? Ok – happy days – I’ll continue.
Nudge Marketing Framing: The type of nudge I’d like to share with you in this post is ‘FRAMING’.
When you’re trying to communicate information to a customer in the form of a marketing tool such as a brochure, on your website, or even in a sales presentation for that matter, most people have a tendency to communicate that information from their point of view, driven by what most interests them but your customer will very likely have a completely different way of looking at a situation than you. At this point I’m guess that some of you may be saying “that’s all well and good but it’s absolutely imperative that we tell our customer all about our features and benefits and how we are the biggest XYZ company in the South East”. The point I’m trying to make though, is that it’s not ‘what’ info you use but ‘how’ you say it. How you ‘FRAME’ it.
To demonstrate framing let me give you an example I recently used when presenting to delegates of the Business Evolution Event at the East Sussex National.
Ok here goes…
Of the 20% of businesses to survive their first 5 years…
…80% of those FAIL during the second 5 years.
That’s just 4% of businesses will make it past year 10
Sounds pretty harsh eh!
Absolutely correct information though and I can tell you that with half the audience of delegates at the event currently with businesses less than 5 years old and the other half with businesses less than 10 years old my information created a major downer! I spotted one or two people that looked positively pale. However, I created this hard hitting and somewhat negative feeling because that was exactly what I wanted to do.
I framed the information for that effect.
A little while later a brought the audience back to the same point and demonstrated how to use framing to completely change the way in which the exact same information would be viewed.
Ok here goes…
Out of 100 businesses on average 20 show they have something very special and successfully make it past the first five years.
Happy days right? Feeling better already aren’t you? Ok here goes for the next bit…
Out of those successful business owners a further 20% show they have the skill and entrepreneurial spirit to successfully reach 10 years in business.
Bingo! The future is looking bright eh! It’s the exact same information but framed in a different way.
Hopefully that gives you a taste of framing as a nudge.