The following is a slightly edited group discussion I had with a new copywriter.
His question to the group:
“Maybe I'm just complicating it all, but what's the difference between framing and angle? Both look to focus on a benefit or an area...”
My response:
Framing is how something is said, angle is the subsegment of the topic.
Angle vs Framing
Angle Examples:
Should you organize your closet by color or by season?
Angle: women
How to teach your seven-year-old to organize their closet
Angle: practical parenting
How to organize a baby’s closet on a budget
Angle: new parents, living on a shoestring
Organizing one closet for two
Angle: couples, roommates, newlyweds
Organizing a winter closet (or spring, summer, fall)
Angle: transitions
Why you should eliminate half the shoes in your closet
Angle: minimalism
Organize your closet in less than an hour
Angle: time management
Best times of the year to organize your closet
Angle: seasonal
How to make money from your cluttered closet
Angle: saving money
What I learned from my friend’s empty closet
Angle: loss, inspiration, personal experience
Framing
Framing is perceptual. And in the copywriting context, framing is done through the use of loaded words because individuals make decisions based on how an issue is presented, or “framed,” rather than on the facts presented.
While doing your groceries, you see two different beef products. Both cost and weigh exactly the same. One is labeled “80% lean” and the other “20% fat.” Comparing the two, you feel that 20% fat sounds like an unhealthy option, so you choose the 80% lean option.
You want to buy honey. You see two bottles of honey with different taglines. Bottle A says “Contains 10% sugar” and bottle B says “90% sugar-free. One is framed in a positive way, one is framed in a negative way.
It's not just for copywriting either.
I can coach someone through a distressing experience by helping them change their perception of it. In other words, reframing the experience for them.
Wait - Are you still a bit confused?
Couldn't you say that you angle the beef product towards health (80% lean) or towards being energetic (20% fat)?
Or the honey towards being low in calories (90% sugar free) or tasting sweet (10% sugar)?
Don’t overcomplicate it, please!
The angle and the framing will be dependent on your audience/market.
The angle for the closets is simple: they are spacious and have drawers - those are features.
You can frame the benefits to be positive...
space = happy there's room for more stuff
drawers = relieved to be able to hide stuff
What market would you frame the positive for? Ikea.
You can frame the benefits to be negative...
space = the anxiety of not enough stuff
drawers = frustrated at the work needed to fold and store stuff
What market would you frame the negative for? Marie Kondo.
One more question from the new copywriter…
What would the angle be for the "happy there's room for more stuff"?
The angle is … there is room for more stuff. And because you want someone to see how their life could be much better because there is room for more stuff, you show them through a story with words that evoke good feelings. You frame it has a happy experience.
That’s all I have on this for right now.
Have questions? Want to know more? Feel free to ask in the comment section. I’ll be happy to answer them and maybe turn them into an email.
Talk soon -
Charlene Burke
Let's Connect
“If you would persuade, you must appeal to interest rather than intellect.” ~ Benjamin Franklin
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