Choose the Frame Carefully
The same fact said two ways lands differently, so pick the words that match what the listener cares about and keep the figures honest.
Framing effects are among the most replicated results in decision research; Luntz's specific word lists are practitioner advice.
Why it works
People judge by the words in front of them, not by doing the maths. A positive frame on the same number feels better, and a loss frame can create urgency. Luntz's point is simple: it is not what you say, it is what they hear.
How to do it
- Write the key fact both ways: what they gain and what they lose.
- Pick the frame that fits their worry.
- Keep both versions true. Never change the number.
- Test your words on someone outside your field.
What to say
Nine in ten of our placements were still in the job after a year.
Each month the territory stays empty, the dealers hear from a rival rep.
Avoid
Spinning a frame that hides a real risk. Once the client sees the other side, trust is gone.
Example
Instead of saying one in ten placements left in the first year, Deepak told a cold-chain company in Ahmedabad that nine in ten stayed past a year. Same data, said the way the HR head needed to present it to her boss.
Related