THE “FRAME” METHOD
A 5-part structure to write magnetic copy that doesn’t just talk — it pulls.
F — Friction
Start with what’s hard.
People move when they feel tension.
Call out the pain they can’t name — or the annoyance they’ve gotten used to.
🧽 Instead of: “Our cleaner works fast.”
👉 Say: “Still scrubbing the same stain after 5 minutes?”
📄 For a paper: “Everyone agrees innovation matters. But most teams are paralyzed by their own approval process.”
R — Reveal
Introduce the shift.
This is the turning point: the new idea, tool, solution, or mindset.
But don’t oversell it. Let it feel like a discovery, not a pitch.
🧠 “What if your ad wrote itself?”
🛠 “There’s a reason the best copywriters start with the product manual.”
🎯 A — Anchor
Back it up.
Now give proof. A fact. A stat. A quote. A product demo.
This is the “weight” that makes your Reveal believable.
📊 “90% of cold emails go unread. But one subject line changed that overnight.”
🎥 “Watch how this vacuum eats a full bag of rice in 5 seconds.”
M — Mirror
Make them feel seen.
Pull out an emotion they’re feeling right now and speak directly to it.
This builds trust faster than hype.
😩 “You’re not lazy. You’re overwhelmed with options.”
😠 “If you’ve ever shouted at your Wi-Fi router, you’re not alone.”
E — Edge
End with a win or a warning.
You either close the loop with a benefit — or you show what happens if they don’t act.
This is your final push. No fluff. Just friction → action.
✅ “Finally, one tool that makes edits feel fun.”
⚠️ “Or keep wasting $300/month on features you never use.”
Next time you're writing copy, don't default to AIDA or PAS.
Use FRAME to build a mini-story that moves.
Friction
Reveal
Anchor
Mirror
Edge
god bless,
Jonas
personal note: any framework works for writing copy,
I personally use AIDA but it’s a bit more nuanced with understanding the words
of what AIDA actually means… (f.e. interest should be more interpreted as resonance)
that’s why this FRAMEwork is a lot easier (hopefully you got it :)