What Is Framing in Marketing?
Framing is how you present information to influence how prospects perceive your product or service. By carefully positioning your pricing, features, and benefits, you shape the context in which customers evaluate your offer.
Table of contents
Open Table of contents
Why Framing Matters for Growth Marketers
Growth marketers rely on experimentation and data-driven insights to improve results. Framing directly impacts your conversion rates, customer acquisition costs, and overall marketing effectiveness.
Effective framing helps you:
- Make pricing feel more attractive and affordable
- Clearly highlight benefits to increase perceived value
- Reduce perceived risk and create urgency to buy
Examples of Effective Framing in Marketing
A classic example of framing is breaking down pricing into smaller units. Instead of saying your product costs £99 per month, frame it as “just £3 per day”. This makes the price feel smaller, easier to justify, and more appealing.
Other effective framing techniques include:
- Comparing your price to a higher-priced alternative to make your offer seem more affordable
- Highlighting the cost of not taking action to emphasise urgency and potential loss—leveraging the psychological principle of loss aversion
- Positioning your product as an investment rather than an expense to shift perception towards long-term value
How to Use Framing to Improve Your Marketing Results
To leverage framing effectively, follow a structured approach:
- Identify your audience’s reference points: Understand what prospects compare your product against—competitors, alternative solutions, or the cost of doing nothing.
- Test different frames: Experiment with various ways of presenting pricing, features, and benefits. Measure which frames resonate best with your audience.
- Optimise based on data: Track how different frames impact conversion rates, customer acquisition costs, and overall ROI.
How Growth Method Helps You Master Framing
Framing is just one part of running effective growth marketing experiments. To consistently test, measure, and optimise your framing strategies, you need a structured approach and the right platform.
Growth Method is the only work management platform built specifically for growth marketers. It simplifies your workflow by combining ideation, experimentation, and analytics into one powerful platform.
- Ideation: Capture and categorise framing ideas aligned with your growth goals. Our intuitive ideation system ensures your hypotheses follow best practices, are automatically categorised, and shared across your team for feedback.
- Experimentation: Run structured framing experiments through clear stages—building, live, analysing, and complete. Growth Method enforces best practices to increase your experiment velocity and maximise learnings.
- Reporting: Clearly demonstrate the impact of your framing experiments with professional, detailed reports. Impress stakeholders and prove the value of your growth marketing efforts effortlessly.
“We are on-track to deliver a 43% increase in inbound leads this year. There is no doubt the adoption of Growth Method is the primary driver behind these results.” Laura Perrott, Colt Technology Services
Start Framing Your Product for Growth
Framing isn’t just clever wording—it’s a strategic approach to influencing how prospects perceive your product’s value. By testing and optimising your framing strategies, you can significantly improve your marketing results.
Growth Method helps growth marketers implement a systematic approach to framing and experimentation, driving measurable increases in leads and revenue.
Ready to see how Growth Method can help your team master framing and accelerate growth? Book a call today.