The framing effect has consistently proven to be one of the strongest biases in decision-making. It is a cognitive bias where people decide on options based on whether the options are presented with positive or negative connotations (loss or gain) Hot Tip: loss is seen as more significant, and thus more worthy of avoiding than an equivalent gain. Framing your messages in a positive light – pointing out what’s to be gained – is a useful way to position the ‘lifestyle’ (value systems) you’re se...