The Framing Effect Will Change How People Think of Your Product
How to create memorable taglines around the Framing Effect.
Hi, I’m Ben Watkins 👋 Thanks for joining another edition of La Vie Ben Rose. Every week, I unravel copywriting examples from the most recognized brands. I also look at how to transform your writing with style, clarity, and stories so you can build an audience, transform your writing, and create endless opportunities.
Special announcement!
My 35th birthday is near, so to celebrate a bit early, I’m creating a new offer. I’m bundling my landing page, social ads, email, and write angle workshops for $100 - $100k Profits for $100 Bundle.
You get information to boost your business by $100k with the systems, tools, templates, and frameworks to write higher-converting landing pages, social ads, email sequences, AND you learn how to write on LinkedIn.
It’s essentially $25 a guide, whereas I charge $100 to $200 to attend workshops (closer to $200 beginning in 2025).
You also get access to:
Landing Page Course (taken by 208 folks)
Email Subject Cheat Sheet
Landing Page Optimization Checklist
Get the $100k Profits for $100 Bundle here (open to the first 25 signups - closing on Monday.)
P.S. I guarantee if you don’t love it, I promise to undo everything.
What Is the Framing Effect
Everything has a positive or negative framing.
This is especially important as a parent of five kids and putting a positive spin to get my kids excited about something.
Negative framing (let’s go on a long walk until we get tired)
Positive framing (let’s go on an adventure and see Halloween decorations!)
There’s also more than negative and positive framing. We are going to look at some examples of how to frame your brand to give it more appeal.
Exclusivity Framing
Porsche could have easily framed around something different. They could have said:
“Go Anywhere”
“The Ride of a Lifetime”
“Everyone Loves It”
But those don’t show the true value of Porsche. It’s a declarative statement that defines and compares to other vehicles.
It positions itself as the best by saying nothing matches Porsche.
Contrast Framing
If people have objections to your product, you should consider contrast framing.
Tylenol is a great example of this. In healthcare, people naturally have objections around safety concerns: “Will Tylenol give me a stomachache?”
Contrast Framing shows the effectiveness of your product while addressing your customer’s concerns. Win-win.
Certainty Framing
As a brand, you have to figure out what makes you different than your competitors.
FedEx does a great job of positioning itself as reliable. They have a tagline that shows the power of Certainty Framing.
Provocative Framing
Oatly is brilliant at making provocative statements. It’s also a part of their brand voice.
They are challenging assumptions of how milk is made. They are making you think twice about what kind of milk you drink.
Freedom Framing
Everybody hates braces (I mean, I hated them). Invisalign addresses it with a unique freedom framing.
They know that people don’t want to stop smiling because they have braces. They also know that people don’t want pain from having braces.
Invisalign puts emphasis on the freedom to have braces without discomfort.
Comparison Framing
This is my all-time favorite because it frames reliability and simplicity.
Apple knew that people typically carried around CD players to listen to like twenty songs. But this reframing changed how people carried music.
Framing your product the right way changes how people think of your product.
When you’re ready, here are two ways I can help you:
If you enjoyed this newsletter, share it with a friend, a neighbor, or a random stranger.
P.S. Refer a friend and become the ultimate leader of referrals!