a single source, nothing corroborates it

State every figure in its flattering direction

The identical fact expressed as lives saved rather than lives lost changes how many people choose it, so go through the page and restate each number in the positive direction. The same applies to what you leave unsaid: choose the wording that skips the part buyers are afraid of rather than the wording that reassures them about it.

The method

1. 01

   Restate every number on your page in its positive direction, since the same fact in the negative direction loses you buyers.

2. 02

   Pick the wording that leaves out the part buyers are afraid of, rather than reassuring them about it.

What it returned

• 72

  Amos Tversky and Daniel Kahneman offered one treatment two ways: 72 percent picked it when told it would save 200 lives and 22 percent when told it would lose 400, for an identical outcome; Katelyn Bourgoin's own swaps include 75 percent lean over 25 percent fat and an 80 percent success rate over a 20 percent failure rate.

• Airbnb never says let strangers into your house, it says to Airbnb it and talks about the money you could make, which sidesteps naming the house at all.

Sources

• Framing - Why We Buy 🧠Katelyn Bourgoin · customercamp.co · 🧐 Inside Your Buyer’s Mind · undated