What are the most effective message framing techniques for your audience?

Message framing is the way you present information to your audience, highlighting certain aspects and downplaying others. It can influence how your audience perceives and responds to your message, whether it is persuasive, informative, or motivational. In this article, you will learn about the most effective message framing techniques for your audience, based on your goals, context, and audience analysis.

1 Gain vs. Loss Framing

One of the most common message framing techniques is to use gain or loss framing, depending on whether you want to emphasize the positive or negative outcomes of your message. Gain framing focuses on the benefits of accepting your message, such as increased satisfaction, productivity, or health. Loss framing focuses on the costs of rejecting your message, such as missed opportunities, risks, or harms. Research suggests that gain framing is more effective for messages that promote prevention behaviors, such as wearing a mask or saving money, while loss framing is more effective for messages that encourage detection behaviors, such as getting tested or checking your credit score.

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Asad M. Taj

Marketing & Communication | Strategic Planner | Brand Storyteller | Social Media Specialist | Senior Manager, Communications at IRD Global
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Framing the message according to gain or loss depends on the situation. Most of the times your audience wants feel like a winner or gain something. In that situation core messaging should be about their benefits/gains while also helping you to gain profit.

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2 Positive vs. Negative Framing

Another message framing technique is to use positive or negative framing, depending on whether you want to elicit positive or negative emotions from your audience. Positive framing uses words and images that convey optimism, happiness, or hope. Negative framing uses words and images that convey pessimism, fear, or anger. Research suggests that positive framing is more effective for messages that appeal to the audience's self-interest, such as buying a product or service, while negative framing is more effective for messages that appeal to the audience's social responsibility, such as donating to a cause or supporting a policy.

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3 Episodic vs. Thematic Framing

A third message framing technique is to use episodic or thematic framing, depending on whether you want to illustrate your message with specific examples or general trends. Episodic framing uses stories, anecdotes, or testimonials that feature individual cases or experiences. Thematic framing uses statistics, facts, or graphs that show aggregate data or patterns. Research suggests that episodic framing is more effective for messages that aim to generate empathy, sympathy, or identification with your audience, such as sharing a personal story or a customer review, while thematic framing is more effective for messages that aim to educate, inform, or persuade your audience, such as presenting evidence or arguments.

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4 Active vs. Passive Framing

A fourth message framing technique is to use active or passive framing, depending on whether you want to emphasize the agency or the outcome of your message. Active framing uses verbs, imperatives, or questions that imply action, choice, or involvement. Passive framing uses nouns, adjectives, or statements that imply state, condition, or result. Research suggests that active framing is more effective for messages that require the audience to take action, such as signing up for a newsletter or completing a survey, while passive framing is more effective for messages that require the audience to process information, such as learning a new concept or understanding a problem.

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5 Framing Tips and Tricks

Now that you know the most effective message framing techniques for your audience, here are some tips and tricks to apply them in your strategic communications. It's essential to understand who your audience is, what they care about, what they know, and what they expect from you. Utilize audience analysis tools like surveys, interviews, or personas to gather insights and tailor your message accordingly. Additionally, you need to define what you want to achieve with your message - whether it is to inform, persuade, motivate, or entertain. SMART goals can help clarify your purpose and measure your results. Finally, consider the context in which you deliver your message - such as the channel, the medium, the tone, and the timing - and use the appropriate framing technique for each context. For instance, if you use social media, positive and episodic framing may capture attention and engagement; however, if you use email, negative and thematic framing may convey urgency and importance.

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Alicia Beard

Marketing Strategist | Communication Expert | Digital Maven
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They key to framing your messaging is to have a deep understanding of your audiences, both demographics and psychographic. Once you have that, undertake a competitive review to see how similar companies in your industry are going to market and framing their key messages and stories. This is helpful to know so 1) you don't pull a me too and you do something that stands out, and 2) you can understand what is resonating with your target audience.

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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?

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Mustafizur Rahman Rajib

Chief Operating Officer (COO) ll Operational Excellence I Strategic Planning I Business Growth I Marketing & Supply Chain l IE l Budget & Cost Control I Process Excellence I CSR l PPM I Lean Six Sigma l $ 100M turnover
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Effective message framing depends on your audience and goals. Consider using positive framing to highlight benefits, emotional framing for connection, and clarity in conveying your message. Tailor your approach based on the values and preferences of your audience for the most impact.

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Dr Anjali

Corporate Trainer I LinkedIn Top Voice I Content Writer I Image Consultant l Brand Consultant I Featured on LinkedIn News I Published Author
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What’s in it for me? (WIIFM): Audience want to know how the thing you are communicating about will affect their lives. Will it make their life better? Can they implement it? Your entire message needs to should center on how the audience will benefit. WIIFM. No one cares about the Tarzan chest-beating, which communicators do from time to time. They are trying to show how great their company is, but often it misses the mark. Instead, communicators should show how their company gives their customers’ value.

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What are the most effective message framing techniques for your audience?

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3

4

5

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1 Gain vs. Loss Framing

2 Positive vs. Negative Framing

3 Episodic vs. Thematic Framing

4 Active vs. Passive Framing

5 Framing Tips and Tricks

6 Here’s what else to consider

Strategic Communications

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What are the most effective message framing techniques for your audience?

1

2

3

4

5

6

1 Gain vs. Loss Framing

2 Positive vs. Negative Framing

3 Episodic vs. Thematic Framing

4 Active vs. Passive Framing

5 Framing Tips and Tricks

6 Here’s what else to consider

Strategic Communications

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