Briefle words · Writing & copy
Framing
Also called loss vs. gain
Presenting the same fact as something the reader loses by not acting, or something they gain by acting.
Say it to an AI
In-app card under the monthly bill for time-of-use customers. Use loss framing grounded in their own data: the dollars they overpaid last month and their share of peak-hour usage, then what the bill would have been. Calm, factual tone, no hedge words; CTA 'Set up Smart Hours'.
How an expert would brief the stronger version of “Energy app savings card”.
See it
Try it as a puzzle →Brightwell Energy's app shows a card under the monthly bill, nudging customers on time-of-use pricing to move usage off-peak.
Why: A: 'You paid $21 more than you needed to in September'. B: 'Off-peak timing would have saved you $21 in September'. Same money, same month, opposite frame.
Related words
Room 4 · Persuasion
Learn “Framing” in a five-minute lesson