Writers Deep Dive: Frame Control

What is frame control, and why is it the difference between good and bad communication??

What up copy nerds! If you love writing, or communication in general, this one's for you.

All human communication is guided by frames.?

A frame is the suggested emotional response to the context described.

“Wet dogs are a nightmare on a clean floor.”?

The context is a wet dog on a clean floor. The frame is the supposed emotional response- nightmare.?

Because frames are assumed, they must also be agreed upon.?

If you believe that wet dogs on clean floors are a wonderful thing, you would accept the context and reject the frame. Your response in opposition would present a new assumed frame.?

“Wet dogs on clean floors are amazing, because they find any crumbs I missed.”?

Whenever the emotion from the context is agreed upon, the frame is set.?

Every good story requires frame control.?

The reader daydreams along with the emotional frames presented through the story.?

Frames connect us emotionally with words.?

They are the emotional context.?

The best live speaker you’ve ever heard, held frame control.?

The speaker you felt second hand embarrassment for, did not.?

What’s the difference??

Well, it’s probably safe to assume that the best speaker you’ve ever heard had confidence and poise.?

Those attributes instill trust and build rapport.?

If someone you respect and trust shares a perspective there’s a much higher likelihood that you’ll accept the frame.?

Maintaining frame control is the difference between an ad flopping, or catalyzing growth.?

Maintaining frame control is the difference between a sales deck conveying value or not.?

We all know the saying, “It’s not what you say, it’s how you say it.”?

It’s true in spoken and written words.?

In business we’re making statements to the public constantly.

Every social post, ad, email, or presentation is putting an assumed frame out into the world.?

The best writers and speakers have mastered the art of frame control, and it’s not because they have some skill you don’t.?

They understand their audience.?

Every audience has personas, and personas have values and beliefs.?

Maintaining frame control effectively is speaking towards the emotional response your audience has towards the context.?

Here’s what this looks like in the wild.?

After an egregious officiating error in an NFL game with the ref standing in front of the offense, Lasik reshared the photo with the tag, “Better vision. Better calls.”?

?

Anyone who sees the ad knows it worked, but if you’re interested in why, let’s break it down.?

The context, an official looking directly at a penalty taking place, and not calling a penalty.?

The assumed emotional response, disbelief, “are you blind? How could you miss that!”

Lasik uses the context of the onlooking official and locks in on the agreed upon frame of the audience (disbelief in the officials inability to see the play).?

It works because Lasik’s context applies to the situation's context.?

That last sentence isn’t a throw away, it’s actually quite important.?

If you haven’t defined your business context, the specific sandbox where your company operates, nailing your moment like Lasik won’t come easy.?

What’s the business context for a data pipeline tech platform??

How about the context for an AI agent??

Here’s an easy way to get into the headspace of writing with frame control:

The problem your company solves is your company context. (eg: Lasik, vision loss)

The emotional language used to describe this context determines the frame for your audience.?

If you’ve done your homework, you should know how your audience feels about the context.?

Framing this emotion with the context is brand articulation.?

Here’s an example of how Deckability frames the context of the problem we solve.?

Presented Context: Understanding is required to buy

Persona: Founders / Leaders, desired outcome- scaling revenue

Frame / Emotion: FOMO, I want to be understood and sell

Deckability Context: Decks that drive revenue

Choosing how to describe context in a way that both resonates with your audience and aligns with your solution is tricky, but there is a sweet spot!

From the context a case toward action can be made.?

CTAs rely on the context frame hitting on an emotion powerful enough to cause action.

Frame control is the secret to good communication, it’s happening all the time whether we are aware of it or not.?

But I guess, now you know.?