IT IS ALL IN THE FRAMING

It’s All in the Framing! Today, I was ad-watching and observed something missing in several cases. You can have the best product or solution in the world, but if the value proposition isn’t framed correctly, which I consider an art, you may be missing a lot of potential for engagement.

The secret? Positioning, meaning how you highlight the benefit in a way that feels irresistible, meaningful, and relevant.

The product doesn’t change. The story you tell does. I learned a lot from the teachings of David Ogilvy about positioning. here are a few strategic ways I do it, with examples. 

1. The “Gain” Positioning: Focus on what your customer gets.

Example: Instead of saying, "Our sunscreen has SPF 50 protection,"

Say: "Enjoy 12 hours of sun without a single burn."

You’re selling freedom, not SPF.

2. The “Loss Avoidance” Positioning: People fear loss more than they value gain. Use it wisely.

Example: Instead of, "Our security system has 24/7 monitoring,"

Say: "Never wake up to find your valuables missing."

Now, you’re positioning as a safeguard from regret.

3. The “Unexpected Twist” Positioning: Surprise your audience with something counter-intuitive.

Example: Instead of, "This mattress adjusts to your sleeping position,"

Say: "A bed that knows you better than your partner does."

You’re giving personality and uniqueness to the product.

4. The “Relatable Benchmark” Positioning: Tie your value to something familiar.

Example: Instead of, "Our electric car charges in 30 minutes,"

Say: "Charges faster than it takes to grab a coffee and answer a few emails."

Makes the benefit tangible.

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