How can you use the framing effect to persuade and motivate your listeners?

1 Use positive or negative frames

Depending on your goal and audience, you can use positive or negative frames to emphasize the benefits or costs of a certain action, decision, or outcome. For example, if you want to encourage people to donate to a charity, you can use a positive frame and say "Every dollar you give will save a life" or a negative frame and say "Every dollar you don't give will cost a life". Both statements convey the same information, but they appeal to different emotions and motivations.

2 Use concrete or abstract frames

Another way to use the framing effect is to vary the level of detail and specificity in your message. Concrete frames use vivid and tangible examples, stories, and images that make your message more memorable and relatable. Abstract frames use general and vague terms, concepts, and statistics that make your message more logical and rational. For example, if you want to persuade people to adopt a healthy lifestyle, you can use a concrete frame and say "Imagine how you would feel if you could run a marathon without getting tired" or an abstract frame and say "Studies show that regular exercise reduces the risk of chronic diseases".

3 Use gain or loss frames

A third way to use the framing effect is to highlight the potential gains or losses associated with your message. Gain frames focus on the positive outcomes and rewards that your listeners can achieve or receive if they follow your advice or recommendation. Loss frames focus on the negative outcomes and penalties that your listeners can avoid or prevent if they follow your advice or recommendation. For example, if you want to motivate people to sign up for a course, you can use a gain frame and say "By enrolling in this course, you will learn valuable skills that will boost your career" or a loss frame and say "By not enrolling in this course, you will miss out on a great opportunity to advance your career".

4 Use active or passive frames

A fourth way to use the framing effect is to emphasize the role and responsibility of your listeners in your message. Active frames use verbs and phrases that imply action, choice, and control by your listeners. Passive frames use verbs and phrases that imply inaction, fate, and dependence by your listeners. For example, if you want to inspire people to take action on a social issue, you can use an active frame and say "You have the power to make a difference" or a passive frame and say "You are at the mercy of the situation".

5 Use consistent or inconsistent frames

A fifth way to use the framing effect is to align or contrast your message with the existing beliefs, values, and expectations of your listeners. Consistent frames use words and tone that match and reinforce what your listeners already think, feel, and want. Inconsistent frames use words and tone that challenge and provoke what your listeners already think, feel, and want. For example, if you want to influence people to change their behavior, you can use a consistent frame and say "You are already doing a great job, but you can do even better" or an inconsistent frame and say "You are doing it all wrong, and you need to change".

7 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?