Posted on September 1, 2025

The way you present information can have a significant impact on how it's perceived. The framing effect demonstrates that people react to a particular choice in different ways depending on how it is presented; e.g. as a loss or as a gain.

Instead of focusing on what a prospect might lose by not buying, frame the conversation around the positive outcomes and the gains they will achieve by choosing your solution.

Highlighting the benefits and focusing on the positive future they can create with your offering can be far more persuasive than dwelling on potential negatives.

Think of it like this: your brain is always looking for the best deal. You can get a hot dog that is "75% fat-free" or a hot dog that is "25% fat." Which one sounds healthier?

They are exactly the same, but the first one sounds a lot better because it's framed in a positive way. Your brain sees the "75% fat-free" as a win, even though it's the same hot dog.

This is a super simple but powerful trick you can use every day in business. Instead of talking about the problems you are helping a customer avoid, talk about the good things they will get.

Imagine you're a salesperson for a company that helps other companies keep their computers safe from viruses.

You could say, "Our service will keep your computers from getting a virus, so you won't lose all your important files." That's true, but it might make them feel worried.

Or, you could say, "Our service will make sure your company's computers are always safe and running smoothly so you can focus on your work without any stress."

Both sentences talk about the same service, but the second one is much more positive. It makes the customer feel good about the future and what they will gain (safety and peace of mind).

So, the next time you're talking about your product or service, stop and think about how you're presenting it.

Are you making it sound like you're taking away their problems, or are you making it sound like you're giving them a better future? By framing your message in a positive way, you can help people see the real value you offer and feel excited to work with you.