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Everyone looks at the world around them in their own way. You look through a window from the inside out, as it were. A window that is formed by our values, experiences, wishes and ambitions. Do you want to convey a message well, mobilize your supporters or convince a group of people? Then make sure that your message fits in this window, that you connect with the values of this target group.
You can do this with framing . It is a tool that many communication professionals consciously, but often also unconsciously use. Framing forces you to look closely at the perception of your target group, to ensure that your message comes across better.
We saw a good example last week in Germany. brazil telegram data 30 million There, young people who are spending this winter at home, on the couch, are being positioned as heroes. The campaign consists of a number of videos in which older people look back on the 'corona winter 2020'. The videos strongly resemble documentaries about the Second World War, in
The only difference? If you want to be a hero now, you literally don't have to do anything. Just stay home. The bank is your front line.
The campaign seems to be a hit with young people. This is due to the humor and the frame of being a hero when you stay home. There is also perspective in it. The feeling that this situation is finite, even if it doesn't always feel that way.
Getting started with framing yourself? This is what you need to know
The most important thing is that you have enough knowledge about the receiver. Visualize the following:
values
motives
ambitions
disappointments
And also pay attention to the small details. What does he or she like to read? Where does he or she get information? Who are important influencers for this target group? By visualizing this, you know which frame and which message connects to the experience. Then you start working on the message.
How do you build a frame?
A frame consists of two parts: the frame and the message that comes in it. A frame, the framework, fits the values of a target group. You connect with what they find important. That works best if you know how to appeal to emotion or a feeling in your target group. Do not use facts and figures for this, but vivid examples. Because once we have an image of something, we can hardly forget it.
Also read: The 10 best storytelling & marketing campaigns of 2020
A classic example is 'don't think about the elephant'. As soon as someone gives you this command, all you can think about is an elephant.
Do you know what your message is and what values it is linked to? Then you choose the text. Because you have already thought so well about the recipient and the message, you probably need fewer words. That is good news, because the less you say, the better the message will come across.
A tip, use elements from storytelling. So always think of a hero and a victim, where we follow the hero on his or her journey. He or she goes from the current situation to a new situation, the goal! There are obstacles and challenges along the way, but fortunately there is victory in the offing! By taking a reader or listener along in the story and making them a participant in the victories, you evoke emotion. And thanks to emotion you stick better.
