Who frames the debate?
November 17, 2011 —
Persuasion leading to rhetorical victory leading to a buyer decision often comes from the side that can successfully frame the debate. Once that happens, it’s over before it begins.
A candidate says the election about the economy. His opponent says deficit reduction.
Your product is low-calorie, your competitor’s is bacon-wrapped.
The way to outsmart your competitor is to convince the audience to measure with the yardstick you provide: it’s about cost, so compare prices, or, it’s about about speed, so who has more horsepower, or, it’s about self-esteem, so pay a little more for the L’Oreal.
And one sure way to lose? Claim to be about more than one thing. Many a retailer, for example, sends out un-persuasive flabby messages claiming to be about quality and price and service. Tiffany, Wal-Mart and Nordstrom don’t fall into that trap, but take one each, thank you.
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