Psychologically, people react to situations and make choice depending on how they are framed. People usually favor pain avoidance over benefit gains. They also struggle when faced with many different options. It is easiest to make a choice when faced with two polarizing alternatives. It's also important to understand that people like to compare themselves socially to those they are similar to, and try to emulate those who are doing better. When telling a story with ad copy, make use desire to avoid pain and the power of contrast.
- Marketing that is starkly about selling is not engaging. That is why framing is essential.
- Framing is the art of presenting a concept in a novel, storytelling manner that elicits a psychological response in the reader.
- One way to lead customers via storytelling is to ensure the options showcased are minimal and dramatically different in results.
"Telling a story that creates contrast between the pain of loss and those benefits, however, is a frame that works wonders."
Read more: https://copyblogger.com/contrast-stories/