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- 1-2-3: The Framing Effect, Jeff Bezos and Penguin Books
1-2-3: The Framing Effect, Jeff Bezos and Penguin Books
1 framework, 2 lessons and 3 ads
1-2-3 Marketing
September 01, 2024
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Now onto, today’s edition…
🧠 1 Marketing Framework:
The Framing Effect
The Framing Effect is the principle that states the way information is presented influences how it is perceived and acted upon.
If a product is framed positively, people are more likely to be drawn to it.
For instance, labeling meat as "80% lean" VS "20% fat" affects customer choices despite the two being equivalent.
A brand might advertise a glass as "half full" to evoke optimism rather than "half empty."
The key is in the presentation: highlighting the positive aspects of a product or situation tends to be more persuasive than focusing on the negatives.
🧑🏫2 Lessons From The Best Marketers:
Lesson #1: Jeff Bezos on word-of-mouth marketing
Jeff Bezos on word-of-mouth marketing:
— Marketing Nerd (@Marketing_Nerd_)
12:09 PM • Aug 31, 2024
Lesson #2: The virality model Sean Parker taught the early Facebook team
The virality model Sean Parker taught the early Facebook team:
— Marketing Nerd (@Marketing_Nerd_)
12:05 PM • Aug 26, 2024
📱3 Ads That Will Blow Your Mind:
Ad #1: Travel with Words by Penguin Books
The "Travel with Words" ad from Penguin Books uses pictures where famous landmarks are made out of book pages.
It shows that by reading Penguin's books, you can go on exciting journeys without leaving your home.
This ad teaches us how powerful pictures can be to show what a product does, not just what it is.
It makes people see Penguin Books as their ticket to exploring new worlds, all through the magic of reading.
Ad #2: Security Glass by 3M
The "Security Glass" ad by 3M showcases a stack of real money behind their security glass at a bus stop, daring passersby to break it.
This live demonstration cleverly highlights the strength and reliability of 3M's security glass.
The lesson is the impact of showing a product's benefit in a real-world scenario.
Ad #3: China to Australia by FedEx
The FedEx "China to Australia" ad cleverly uses two people, one from China and the other from Australia to show how fast and reliable their shipping service is from China to Australia.
This smart use of images makes it easy for people to understand and remember FedEx for quick international deliveries.
The main takeaway is how creative visuals can make a brand stand out by showing its benefits in an easy-to-grasp way.
🔗Valuable Links:
The DOs and DON'Ts of Conversion Rate Optimization 🤔 (Full Podcast)
How to Build an 8-Figure Brand In 37 Mins 😱 (Learn Here)
The Boron Letters – by Gary Halbert 📕 (Read Here)
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See you next Saturday,
- Armaan