The well framed product that sells
There are mainly two types of product slogans - product centred and user centred. You don’t need to look further than BMW’s “The ultimate driving machine“ and Apple’s “Think different“ to understand the, well, difference.
While the first type is descriptive, the second tells us how it will make our lives better. It does that, by changing how we look at the product, by changing our frame of thought. Here is an example:
Let’s look into cooking. Let’s say we want to change how and what people eat.
First we need to see what cooking and food means to them - how important they are, how much value do people place on them?
For some it might be fun and relaxing, but for many others it is a responsibility, a chore, something we’d gladly skip if we could. That is because it takes time, it’s tiring, requires extra activities like planning, shopping and cleaning afterwards. Plus, who likes to cook for another 1-2 hours after coming back from work and feeling hungry, everyday?
But now let’s try to change the frame of how we perceive cooking. Let’s try to change the frame of how we perceive food.
What if food was not just something that gets us through the day? What if it was not merely there to satisfy our hunger? What if food could actually influence how healthy we are, how long we live, the quality of our sleep and even how we feel, everyday? Three times per day, actually.
Are we really not interested if we could live 10 years longer? Are we really not interested in preventing us getting incurably sick or fat? Are we really not interested in waking up rested in the morning?
And if we are, what is the antidote? That’s right - good food. Good home-cooked food.
So back to the beginning - what is cooking for us? Is it still just a chore we do badly or has it become an investment in our future and happiness?
It’s hard to sell people on something they don’t want. So how do you turn it into something they do?
Change the frame and you change how people see the role of your product in their lives.