What are the most effective message framing strategies for building relationships with customers and clients?

2 Value vs. Cost Framing

Another message framing strategy is to focus either on the value or the cost of your offer, product, or service. This is called value or cost framing, and it can influence how your audience perceives the worth of what you are offering. For example, if you want to promote a training program, you can either emphasize the skills and knowledge that participants will gain (value framing) or the time and money that they will save (cost framing). Depending on your audience's needs, challenges, and expectations, one type of framing may be more appealing than the other.

3 Problem vs. Solution Framing

A third message framing strategy is to present either the problem or the solution that your offer, product, or service addresses. This is called problem or solution framing, and it can affect how your audience relates to your message. For example, if you want to introduce a new software tool, you can either describe the pain points and frustrations that users face (problem framing) or the features and benefits that your tool provides (solution framing). Depending on your audience's awareness, curiosity, and desire, one type of framing may be more engaging than the other.

4 Logical vs. Emotional Framing

A fourth message framing strategy is to use either logical or emotional appeals to support your message. This is called logical or emotional framing, and it can impact how your audience evaluates your message. For example, if you want to persuade your customers to buy from you again, you can either use facts and figures to demonstrate your value proposition (logical framing) or use stories and testimonials to elicit positive feelings and associations (emotional framing). Depending on your audience's personality, attitude, and mood, one type of framing may be more convincing than the other.

5 Social vs. Personal Framing

A fifth message framing strategy is to leverage either social or personal influences to reinforce your message. This is called social or personal framing, and it can affect how your audience responds to your message. For example, if you want to encourage your clients to refer you to others, you can either use social proof and authority to show your credibility and popularity (social framing) or use personalization and reciprocity to show your appreciation and care (personal framing). Depending on your audience's values, beliefs, and norms, one type of framing may be more effective than the other.

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?