Persuasive Framing

Daniel Pink

Lesson time 24:50 min

Discover how taking advantage of innate glitches in the human mind can help you craft your messages for maximum efficacy.

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Topics include: Understanding Cognitive Biases · The Opportunity Frame · The Experience Frame · The Less is More Frame · The Contrast Frame · The Blemish Frame · The Potential Frame · The Sunk Costs Frame · The Anchoring Frame · Choose Frames Wisely


[00:00:00.00] [MUSIC PLAYING] [00:00:13.35] - One aspect of contemporary society is that people are stimulus rich but context poor. They don't know what it all means. They don't know where to focus their gaze. And one thing that always helps people see in any realm of life is a frame. It's hard to-- there's so much stuff going on around us that we don't know what to focus on. [00:00:33.76] And so if you put something in a frame, it actually makes things a little clearer, and it can lead to a better outcome in part because it focuses the issue on what you want to focus on. It avoids people concentrating on extraneous things. In some ways, it sets the terms of the discussion. You don't have to use a frame every single time, but what I want to try to equip you with is a whole set of frames, so almost like you have a workshop. [00:01:01.41] And you have all these frames arrayed on your shelf. And in certain circumstances, you say, oh, I want to use that one. Oh, I want to use that one. That's going to give you a greater persuasive repertoire and allow you to be more convincing, more likely to get people to go along. [00:01:18.75] [MUSIC PLAYING] [00:01:25.06] We like to believe that we are purely rational characters making intelligent decisions all the time. But in fact, we get faked out by shortcuts, by things that don't make sense, by taking the short view rather than the long view. A cognitive bias is a way that our thinking doesn't go straight, our thinking goes sideways. It's a glitch in the human mind. We all are subject to it. We have to watch for it because in 99 times out of 100, it's going to lead us astray. [00:01:56.81] And these cognitive biases are important. They help you frame your message to other people, but they also offer a sense of caution for yourself not to fall prey to these biases. And so if you understand cognitive biases, you understand message framing, you understand human thinking. If you know that people are subject to certain cognitive biases, you can actually enlist those in your persuasive efforts. [00:02:19.03] If we know, for instance, one big cognitive bias is something called loss aversion-- we experience losses more severely than the equivalent gain. So the prospect of losing $10 is far more daunting than the thrill of winning $10, even though economically, it's essentially the same. [00:02:41.20] And so in certain circumstances, you want to actually put the loss frame around your message. Not what do you have to gain if you agree to buy what I'm selling, if you agree to consent to what I'm proposing, but what do you have to lose if you don't? [00:02:59.93] And so a lot of times, we're always talking about benefits. We're always talking about, here's what's in it for you. But what I'm going to suggest to you is that in many cases, you want to tell people what they have to lose. And the quintessential example of this in the sales realm is insurance. [00:03:18.10] Insurance is all about what do you have t...

About the Instructor

With four NYT bestsellers, Daniel Pink is an influential voice in the evolving landscape of sales and motivation. Now the author of To Sell Is Human teaches you science-backed principles for effective and ethical sales and persuasion. Learn tactics for achieving better outcomes in any interaction—at home or at work—and tools for framing your message, navigating cognitive biases, and pitching ideas, products, or yourself.

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Daniel Pink

NYT-bestselling author Daniel Pink shares a science-based approach to the art of persuading, selling, and motivating yourself and others.

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