Framing Effect: Turn Bland Services Into Tasty Benefits

Picture this: You’re shopping for a new laptop.

You walk into a store, and you see a laptop that looks interesting. But the only information you can gather are the features:

• 16GB RAM…

• 1TB SSD…

• Intel i7 processor…

• 15.6-inch 4K Display…

• NVIDIA GeForce GTX Graphics…

and on and on…

Your eyes glaze over. You think to yourself: “Ok but will this work for what I want? Can it do what I need?”

Then, one of the employees comes over and says, “This laptop will let you run all your favorite programs without any lag, store all your photos and videos with ease, and see everything in great detail with the large screen.”

Suddenly, you’re locked in. This is exactly what you need.

That’s the framing effect at work.

What is the Framing Effect?

The framing effect refers to the impact that the presentation and wording of information have on people's decisions and judgments.

By framing information in a positive or relevant way, you can influence how it is received.

For example, consider how these 3 examples say the same thing but in different ways:

1. "We serve organic, locally sourced meals." vs. "Enjoy delicious, healthy meals that support local farmers."

2. "This car has great fuel efficiency." vs. "Save money on gas and reduce your carbon footprint with this car.”

3. "Includes daily exercise routines." vs. "Get fit and feel energized every day with our easy-to-follow routines.”

The first options all frame a feature while the second options all frame the feature as a benefit (and are more appealing as a result).

Why is the Framing Effect important for architects?

It’s easy to get caught up in the technicalities of your work.

And this leads to one of the most common mistakes I see on architecture firm websites…

Listing out all of the services provided rather than focusing benefits.

Clients want to know how your work will make their lives better. They are looking for outcomes, not service lists.

Framing your services in terms of benefits helps potential clients envision the positive impact you can have, addressing their desires and alleviating their concerns.

How to implement the Framing Effect on your website

So let’s take those unhelpful and boring service lists and convert them into client-attracting benefits using the Framing Effect. Here are three mechanisms you can use:

01 // Address common objections

Frame a service in a way that alleviates common objections that you hear from your clients. This will reassure clients and build trust.

For example:

Let’s address this common objection:

• “I’m worried about the cost and delays.”

With these two services:

• Cost Management

• Timeline Assurance

By framing the benefit:

• Cost Management: "Maximize your budget with our expert cost management, ensuring every dollar is spent wisely without compromising on quality."

• Timeline Assurance: "Relax knowing your project will be completed on time, thanks to our proven planning process and efficient project management."

02 // Focus on impacts and outcomes

Remember: Clients want to know how you will make their lives better. Make it easy for them to imagine a better life by painting the picture (with words). This helps clients visualize the benefits they will enjoy, making your offerings more attractive.

For example:

Let’s take two common services:

• Construction Administration

• Sustainable Design

And push them through an “impact” frame:

• “How will this improve my life or work environment?”

To make your value clear:

• Construction Administration: "You won’t have to lift a finger - we’ll monitor the building process, keeping your project on track and ensuring that your vision is realized."

• Sustainable Design: "Pay less for utilities and save on energy costs with our sustainable design solutions."

03 // Emphasize emotion

At their core, most buying decisions are made with emotion rather than logic. So show how your services will make clients feel and lean into the strong motivations of emotion.

For example:

Let’s take two common services:

• Interior Design

• Project Management

And answer this question:

• “How will this service make me feel?”

To effectively frame the benefits:

• Interior Design: "Feel the joy of coming home to a beautifully designed space that reflects your personality and is tailor-made for your needs."

• Urban Planning: "Experience the pride and satisfaction of a vibrant and sustainable community that builds richer, more fulfilling relationships."

TL;DR

The Framing Effect impacts how information is received - it’s not just what you say but how you say it.

Architects can use the framing effect to rework their list of services as clear, descriptive benefits to their client.

Try by framing each service through one of these mechanisms:

1. Address common objections

2. Focus on impacts and outcomes

3. Emphasize emotion

And enjoy turning bland services into tasty benefits 🙂