Understand Your Buyer > Selling Communication Basics > The Framing Effect
What is it?
The Framing Effect states that we perceive things differently when they are in a different context.
Why does it work?
When you take something out of context you can see it differently. A Ferrari on the motorway is a special thing, but a Ferrari at a Ferrari Owners Club meeting in a field of hundreds of them, it’s perceived differently. The car itself is the same, but when the surroundings change it can affect how we perceive it.
How can you use it?
Take your offering and reframe it into a new context. This could be presenting new ways to use your product or service, new benefits it provides or NEW problems it solves (Repurposing). Anything that will change the natural perception of your offering will work.
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