Conservatives have mastered the art of framing issues in a way that moves people to act, and liberals keep trying to get a dead horse to giddyup. Hereâ€™s how conservatives manage to frame ideas people may want to buy.
Conservatives view the decision-making process as simple. They believe consumers need to know that the choice is easy. When conservatives view the issue of healthcare, they offer one big choice: Say “No” to the government controlling your healthcare decisions. The audience gets it. They donâ€™t have to spend too much time studying the nuances of our healthcare industry.
By giving the consumer a simple choice, the conservative frame inspires hope. It tells the audience: this issue is easy to solve if we act now. Itâ€™s no coincidence that the book Gross National Happiness found that conservatives are happier than liberals. They are given a more customer-friendly lens to view issues.
Hereâ€™s how liberals sometimes fail to sell their ideas.
Liberals view the decision-making process as complex. They believe consumers need to know all the information before making such a complex decision. To persuade the consumer, they offer a cluttered list of benefits, features and attributes. Healthcare reform is about Joe who was just laid off. Itâ€™s also about the Mom-and-Pop shop that canâ€™t afford rising insurance rates. But, itâ€™s also about saving our economy. And, letâ€™s not forget that too much fast food can cause diabetes.
The liberal frame tells the audience: the issue is more complex than you could ever imagine. The audience is paralyzed by too much information and choice. More importantly, they donâ€™t feel like such a complex issue can ever be solved, so why engage?
I’m not arguing that consumers are too dumb to grasp a complex issue, but they are busy and saturated with marketing messages. They want a brilliant, but simple choice.
Smart brands and communications strategists get this. They wade through exhaustive research, arguments and counterarguments to find the marketing gem â€” a brilliant, simple choice. And when they find that precious gem and offer it to consumers, they make the choice effortless.