Why Framing Is Everything

Marketing School - Digital Marketing and Online Marketing Tips

Eric Siu and Neil Patel

Careers, Business, Marketing

4.6 • 1.3K Ratings

🗓️ 1 October 2025

⏱️ 17 minutes

🔗️ Recording | iTunes | RSS

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Summary

In this episode, Neil and Eric dive into the psychology of framing, from how child-mortality data shifts when reframed to the power of decoy pricing in guiding customer choices. They discuss why consistent brand building compounds most after 10 years, share lessons from Single Grain’s reset, and explore how SEO, referrals, and content mix evolve over time. Plus, they highlight tools, strategies, and the long-term mindset marketers need for lasting results. TIMESTAMPS (00:00) Framing effect explained (03:00) Decoy pricing case studies (05:01) Single Grain reset story (08:01) SEO and referrals mix (10:27) Why marketing compounds after 10 years 𝗔𝗕𝗢𝗨𝗧 𝗧𝗛𝗘 𝗖𝗛𝗔𝗡𝗡𝗘𝗟 Welcome to Marketing School, one of the top business podcasts with over 61 million downloads. Each episode delivers actionable marketing tips and strategies from two entrepreneurs who truly practice what they preach. The show is hosted by Eric Siu, founder of Leveling Up and Single Grain, and Neil Patel, co-founder of Neil Patel Digital and recognized by Forbes as a Top 10 Marketer. LEARN MORE ABOUT THE HOSTS Eric Siu – Leveling Up: https://www.youtube.com/@LevelingUpOfficial Neil Patel: https://www.youtube.com/@neilpatel FREE RESOURCES Growth Newsletter: https://levelingup.beehiiv.com/subscribe Ubersuggest: https://www.ubersuggest.com/ Answer The Public: https://www.answerthepublic.com/ https://www.youtube.com/@neilpatel

Transcript

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0:00.0	What is it? Why framing is everything?
0:01.9	This comes from this guy, Caleb Waitney on Twitter. So there's, this is, you like data. Okay, this is framed in data over here, what I'm showing here. On the very left side, you can see the framing here is the world is awful. Okay. And globally, it says 4.4% of all children die before they are 15 years old. This means every day 16,000 children die.
0:22.1	Right. So the way you look at this, it's a, it's negative framing. Yeah, the world is awful.
0:27.1	How many children die again?
0:28.6	16,000 children die every day.
0:31.4	Oh, that's sad.
0:32.2	Which is a lot.
0:32.9	It's like, oh, crap, I didn't know that, right?
0:34.3	Yeah.
0:34.7	But then you look at the middle one, the world is much better.
0:36.8	In the past, around 50% of all children died.
0:39.9	Today, 4.4% of children die. So it actually has gotten a lot better. It's like, oh, okay. Okay, that's good. And then you go to the very right side, the world can be much better, okay? So 4.4% of all children worldwide die. In the European Union, only 0.47% of all children die, half a percent, right?
1:00.7	Meaning that, hey, we know we can already do this so we can actually make this even better.
1:05.4	Yeah.
1:06.3	But this is all the same. It's all the data being manipulated into a different headline.
1:07.7	Yeah.
1:11.9	It was either New York Times or the economists or one of them ended up doing framing with pricing on their page for like an upgrade subscription to like their digital newspaper.
1:12.3	And it was three plans that I'm butchering this because I don't have the pricing in front of me.
1:22.7	But it was something like that I'm butchering this because I don't have the pricing in front of me. But it was something like a monthly, a yearly or something like that, and like some bonus offer.
1:27.6	And they made one of the plans look so bad, or yearly or annual or every six months.
1:36.7	They made one of them look so bad
1:43.9	so you would just take the middle offer or the right offer.
	...

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