cognitive bias

I am a big believer in the power of words. We often forget just how powerful they can be, whether it is talking to our friends, loved ones or – in this instance – potential customers.

In marketing, or CRO or any type of sales-like activity, just like with gamification, we are trying to encourage our users / customers to behave in a certain way. You need to capture their attention, keep them interested and then guide them towards an outcome of some sort – and this is really hard.

I built the the Hook – Frame – Action framework to see if I could create a clear and structured approach to achieving these goals, to create messaging that is both compelling and effective. I went back to the books (so to speak) and looked at cognitive biases again, a perennial favourite in gamification to see how those could be added to simple language to create higher impact.

Below is the fruits of me efforts. I look at the overall concept of Hook – Frame – Action, then some biases to use and finally some retail inspired examples.

I hope you find them handy and that they inspire you to consider your language more carefully.

Understanding the Hook – Frame – Action Framework

At its core, the Hook – Frame – Action framework simplifies persuasive communication into three essential steps:

1. Hook: Captures attention and sparks curiosity.
2. Frame: Shapes the audience’s perceptions and motivates engagement using emotional or psychological responses, often employing cognitive biases.
3. Action: Guides the audience with a clear and compelling call-to-action.

Step 1: Hook – Capturing Attention

The Hook is the starting point of any effective message. In a world filled with information, noise and distractions, the hook is your opportunity to stand out. It should grab attention, spark curiosity, and prepare the audience for what’s next. In arcade games, this was the attention screen, used to draw people into the game.

Crafting Effective Hooks

• Use the Curiosity Gap: Hint at a solution without revealing it straight away.
  • Example: “What if you could double your productivity in just one week?”
• Create a Sense of Urgency or Exclusivity.
  • Example: “Limited-time offer: Don’t miss out!”
• Tap into Novelty or Surprise.
  • Example: “This one change could save you thousands.”

Step 2: Frame – Shaping Perceptions

The Frame stage is where you shape how the audience perceives your message. It’s not enough to grab attention; you need to guide their thinking and motivate them. This is where the cognitive biases I mentioned come into play.

The Ten Key Cognitive Biases

Step 3: Action – Closing the Loop

The final step, Action, translates interest into behaviour. A strong call-to-action should be concise and clear:

1. Direct: Use action verbs like “Sign up,” “Order now.”
2. Benefit-Oriented: Highlight what the audience will gain.
   • Example: “Save £100 today!”
3. Immediate: Reduce hesitation by emphasizing urgency.
   • Example: “Offer ends at midnight—don’t wait!”

In the world of online retail, this might look more like a CTA button than a sentence. You have set the audience up, no you need to give them a simple call to action that reinforces the key message:

• CTA Button Text: “Shop the Sale”
• CTA Button Text: “Sign Up Now”
• CTA Button Text: “Get Started Today”

Retail Examples

1. Clothing Retailer (Scarcity Effect)
   • Hook: “Your perfect winter coat is waiting!”
   • Frame: “Only 5 left in your size—don’t let it slip away.” (Scarcity Effect)
   • Action: “Shop now and get free next-day delivery!”
   • CTA Button Text: “Shop the Sale”
2. Electronics Store (Anchoring Bias)
   • Hook: “Unbeatable savings on the latest tech!”
   • Frame: “Was £999, now just £699—save £300 today.” (Anchoring Bias)
   • Action: “Order now and upgrade your gadgets!”
   • CTA Button Text: “Order Now”
3. Beauty Products (Social Proof)
   • Hook: “Find out why everyone’s talking about this skincare set.”
   • Frame: “Trusted by 10,000+ happy customers for glowing skin.” (Social Proof)
   • Action: “Get yours today and receive a free gift!”
   • CTA Button Text: “Shop Now”
4. Furniture Store (Endowment Effect)
   • Hook: “Imagine your home transformed with this sofa.”
   • Frame: “Try it in your home for 30 days—risk-free!” (Endowment Effect)
   • Action: “Order today and enjoy free returns!”
   • CTA Button Text: “Buy Now”
5. Grocery Delivery (Zeigarnik Effect)
   • Hook: “Your basket is waiting!”
   • Frame: “Complete your order now and get free delivery on your first shop.” (Zeigarnik Effect)
   • Action: “Finish checking out today to claim your offer!”
   • CTA Button Text: “Complete Order”

Template

Use this template to design your campaign:

Product/Service: [Enter here]

• Hook: [Write your attention-grabbing statement here.]
• Frame: [Incorporate a cognitive bias to shape perception.]
• Action: [A clear and compelling call-to-action.]
• CTA: [A clear, very short version of your action]

Conclusion

With luck, this was interesting. I want the Hook – Frame – Action framework to be a practical and informed approach to creating messages that engage and convert – let me know in the comments if you think I managed it!

And before I forget – I trained a simple GPT to help https://chatgpt.com/g/g-6766e88c5280819185fc18528e492cbd-the-hook-frame-action-framework

Reading List

1. Loewenstein, G. (1994). The psychology of curiosity: A review and reinterpretation. Psychological Bulletin, 116(1), 75–98.
2. Nettle, D. (2006). The evolution of personality variation in humans and other animals. American Psychologist, 61(6), 622–631.
3. Tversky, A., & Kahneman, D. (1991). Loss aversion in riskless choice: A reference-dependent model. The Quarterly Journal of Economics, 106(4), 1039–1061.
4. Cialdini, R. B. (2001). Influence: Science and Practice. Allyn & Bacon.
5. Worchel, S., Lee, J., & Adewole, A. (1975). Effects of supply and demand on ratings of object value. Journal of Personality and Social Psychology, 32(5), 906–914.
6. Kahneman, D., & Tversky, A. (1984). Choices, values, and frames. American Psychologist, 39(4), 341–350.
7. Fogg, B. J. (2009). A behavior model for persuasive design. Proceedings of the 4th International Conference on Persuasive Technology, 40.
8. Kahneman, D. (2011). Thinking, Fast and Slow. Farrar, Straus and Giroux.
9. Ariely, D. (2008). Predictably Irrational: The Hidden Forces That Shape Our Decisions. HarperCollins.
10. Thaler, R. H., & Sunstein, C. R. (2008). Nudge: Improving Decisions About Health, Wealth, and Happiness. Yale University Press.
11. Heath, C., & Heath, D. (2007). Made to Stick: Why Some Ideas Survive and Others Die. Random House.