Framing

This is a preview of a concept contained in The Personal MBA by Josh Kaufman, a book that will help you master the fundamentals of business, hone your business instincts, and save a fortune in tuition. The Personal MBA distills the most powerful principles of business and delivers them quickly and concisely. Order your copy now…

What is “Framing”?

“Everything we hear is an opinion, not a fact. Everything we see is a perspective, not the truth.” — Marcus Aurelius, Roman emperor and philosopher

Key Points:

• Framing is the act of emphasizing the critical details of your offering and deemphasizing the others.
• You can’t include every detail on your message. We frame because we have limited time and people have limited attention.
• By emphasizing certain benefits of your offer, you can maximize persuasive power.
• Framing is not the same as lying. Few more sales in the short term will eventually decrease customer satisfaction and permanently harm your Reputation. It’s critical not to leave out information that your customers have the right to know.

Questions for Consideration:

• What particular parts of your offer are you emphasizing, and why?
• How can you use framing to present your offer in the best light?
• In the interest of honesty, are you minimizing any important details that your prospects should know?

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