FRAMING: WHY WE’RE INFLUENCED BY THE WAY INFORMATION IS PRESENTED

Summary from the TLDR Marketing newsletter

Snickers changing their slogan to “You’re not you when you’re hungry” resulted in a 16% increase in sales. Research shows that the way something is framed influences people’s choices. In particular, making an offer more positive (e.g. “75% lean” instead of “25% fat”) tends to improve results. Brands should frame their product as the obvious choice among competitors and always sell the benefits rather than the contents.