Bit-size: Next time you're selling a creative idea internally, try using the framing effect to influence stakeholder decisions. How an idea is presented (e.g., situation, context) can change how people think about it.
Full-size:
Here’s one example: gain-framed messages are more effective for people who are more approach-oriented, and loss-framed messages are more effective for people who are more avoidance-oriented. To make a case for elevating the creativity in a campaign, a CMO might be motivated by, "to gain market share," while finance or procurement departments are comforted by, "to avoid wasted ad spend."
Selling emotional creative to exec teams that often see advertising as fluffy – at best – is no easy feat. This is where cognitive psychology (how people process information) can come in handy.
It's important to understand the motivations behind key groups to overcome the negative impact that they can have on producing exceptional creative work. So you have to understand who you are selling to to sell good creative. Some common challenges marketers face:
(1) The effect of risk-averse committees that are limited by common-ground thinking.
*Days have changed from one CMO (or one key marketing decision maker), to half a dozen (or more) people that have to come to an agreement on creative. Consensus can be good for smaller decisions but carries risks with more complex decisions, like those in advertising that require creativity (aversion to change, desire for harmony, groupthink). Make sure stakeholders have a structured decision-making process.
(2) The procurement departments are limited to financial-only decisions
*Procurement departments, which have always been influential in large companies, have crept down to smaller departments. And they all too often are being filters to the creative.
Consider the motivations/priorities of key stakeholders or even the emotional influence that goes into their decisions. Try framing problems/ideas differently for your stakeholders. For example, gain-framed messages are more effective for people who are more approach-oriented, and loss-framed messages are more effective for people who are more avoidance-oriented. To make a case for elevated creativity in a campaign, a CMO might be excited by, "to gain market share," while finance or procurement departments are comforted by, "to avoid wasted ad spend."
This is #Bitesize #BehavioralScience for #Brands. A little series on psych shortcuts that marketers can use without more research or data.