The Frame
"The same fact lands differently depending on how it's wrapped."
'95% lean' and '5% fat' describe the same thing. The frame you choose tells the audience what to feel about the data before they read it.
Same hack. Three very different choices.
Frame highlights the truth most relevant to the customer's goal.
Frame technically true but misleadingly favorable.
Frame hides material facts the customer would care about.
A formula you can steal
List the facts → ask 'what does the customer care about?' → choose the frame that surfaces it.
Where you've already seen this
- '95% fat-free' yogurt outselling identical '5% fat' yogurt 3-to-1.
- Tesla quoting 'estimated savings vs gas' on every Model 3 trim.
- Airlines showing 'from $99' (one seat, Tuesday, 6am) instead of the median fare.
Any time you describe a number, choice, or trade-off. The frame is the message — picking it deliberately is just doing your job.
When the frame conceals something material to the decision. Frames are how you tell the truth, not how you avoid it.
Try the trick today
Take your three core stats. For each, write the gain frame and the loss frame. Pick the one that matches the emotional state of the buying moment.
Free Marketing Hacked module included. See more cautionary tales and learn the playbook from the inside.
3 teardowns use this trick
Six lines. Four tricks. One reply rate that beats the agency average by 4×.
How sponsored content borrows authority and reciprocity to land harder than any ad.
A six-line outreach that lands because every line is doing one job — specificity, reciprocity, and a small-yes ask in that order.