The “Reality Frame” Principle

Great copy doesn’t just sell products. It changes what people think is normal.

Most copywriters try to persuade the reader to buy.
The best ones do something even sneakier:

They shift the reader’s reality.

They reframe what the reader believes is normal, acceptable, or good enough —
so that NOT buying becomes the illogical choice.

This is called building a Reality Frame.

Inside your Reality Frame, the old world — their old beliefs, their old habits — no longer makes sense.
Your product becomes the only logical move forward.

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🧠 How to build a Reality Frame:

1. Destroy their old reality
   Expose why what they’re currently doing is outdated, inefficient, embarrassing, or dangerous.
   Make it emotional. Agitate the gap between where they are and where they could be.

Example:
"Still using 5-year-old marketing tricks? That’s like showing up to a gunfight with a butter knife."

2. Paint your new reality
   Describe your product not as an option, but as the new normal smart people are already adopting.
   Position it like the "obvious upgrade" every serious player is making.

Example:
"The fastest-growing brands aren’t guessing anymore.
They’re using Predictive Copy to map their next 6 months in advance. Are you?"

3. Trap them inside the frame
   Use social proof, data, emotion, and authority to seal the door.
   Make the old world look painful, lonely, and stupid.
   Make the new world easy, smart, and urgent.

Example:
"Last quarter alone, 83% of our users left their competitors in the dust.
The question isn’t if you’ll catch up.
It’s if you’ll survive long enough to try."

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Quick Exercise:

Before you write your next ad, landing page, or email…

👉 Ask yourself:
"What 'normal' belief do I need to destroy before they’re ready to buy?"

Then build your Reality Frame first.
The rest of the sale will almost happen automatically.

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If you don’t frame their reality…
someone else will.

And it’ll probably be your competitor.

god bless,

Jonas