How can you use framing and reframing to emphasize product benefits in a sales pitch?

1 What is framing and reframing?

Framing is the way you present information, facts, or arguments to influence how your audience interprets them. Reframing is the process of changing or adjusting the frame to create a different or more favorable impression. For example, you can frame your product as a solution to a problem, an opportunity to achieve a goal, or a way to avoid a loss. You can also reframe your product by comparing it to alternatives, highlighting its advantages, or addressing objections.

2 Why are framing and reframing important?

Framing and reframing are important because they affect how your audience feels and thinks about your product. They can help you create interest, curiosity, desire, urgency, and trust. They can also help you overcome resistance, skepticism, or indifference. By framing and reframing your product in a positive, relevant, and compelling way, you can increase your chances of persuading your audience to buy it.

3 How to frame your product benefits

To frame your product benefits effectively, you must have a thorough understanding of your audience, their needs, their pain points, and their motivations. Additionally, you need to be familiar with your product's features, benefits, and unique selling proposition. Once you have this knowledge, you can match the product benefits to the audience's needs and goals. There are various types of frames that can be used to appeal to different aspects of people's psychology. For instance, the problem-solution frame presents the product as a way to solve a specific issue the audience has or wants to avoid. The goal-achievement frame presents the product as a way to reach a desired goal. The loss-avoidance frame promotes the product as a means of preventing or minimizing a potential loss. And finally, the gain-maximization frame emphasizes how the product can obtain or increase a potential gain that the audience desires or wants to maximize.

4 How to reframe your product benefits

In order to reframe your product benefits effectively, you must understand the objections, concerns, or questions that your audience may have about it. You should also be prepared to adjust to their feedback and reactions. To do this, you can use various techniques such as contrast (comparing your product to other options and highlighting its superiority), relevance (linking your product to the current situation, needs, or interests of your audience), story (telling a narrative, anecdote, or testimonial to show how it has helped someone else or how it can help them), question (asking a rhetorical, provocative, or open-ended question to engage or invite them to think differently about it), and refute (addressing the objections, concerns, or questions they may have about it and providing evidence and arguments).

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?