The 5-Frame Formula That Makes Any Offer Irresistible
Make your message flow naturally from “why” to “now”
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Introduction
If your offer isn’t landing, it’s rarely because of the offer itself. It’s because of how you communicate it.
People don’t buy because they don’t understand. They buy when everything clicks, and there’s a simple way to make it click every time:
The 5-Frame Offer Formula.
It’s made up of five building blocks: Why, What, Why You, How, and Now.
When you structure your message using these frames, you naturally overcome every objection before it’s even voiced.
Let’s break it down.
01 - The why - why is this important (right now)?
Every great message begins with why. This is where you help your audience care.
Why is this problem urgent? Why should it matter to them today?
Example:
“Right now, businesses everywhere are struggling with inconsistent sales, not because their products are bad, but because their teams never learned how to sell in today’s digital world.”
You’ve immediately anchored relevance and emotion.
Without a strong “why,” the rest of your message collapses.
02 - The what - what’s going on?
Once you’ve captured attention, explain what’s actually happening.
Give people the big picture.
Here, you break the topic into logical chunks, the 10,000-foot view.
Example:
“There are four big reasons why sales teams fail: no clear positioning, weak lead generation, inconsistent follow-ups, and a lack of sales psychology training. Fix these, and your revenue turns around fast.”
The goal here isn’t to go deep. It’s to give context. People need to see the landscape before they can navigate it.
03 - The “why you” - why should they listen to you?
Now that they understand the issue, it’s time to build credibility and trust.
Why are you the right person to guide them through this?
This is where you subtly establish authority:
- Your experience or credentials.
- Your unique perspective or method.
- Your track record of results.
Example:
“After helping over 500 business owners scale past seven figures using structured sales systems, I know exactly where most teams get stuck, and how to fix it in weeks, not months.”
In short, why should they choose you over the alternatives?
Because authority creates comfort, and comfort drives conversion.
04 - The how - how does it work (and affect them)?
Now that they believe in you, explain how your solution actually works.
This is where logic meets empathy.
Demonstrate how the problem impacts their lives, and explain how your method addresses it.
Example:
“Each of those four problems affects your bottom line directly. Poor positioning means fewer inbound leads. Weak follow-ups mean lost revenue. But with a clear sales script, a repeatable process, and the right mindset, you start closing more clients consistently.”
This frame connects the dots between insight and impact. It’s where you turn awareness into understanding.
05 - The now (or next) - what should they do right now?
Finally, you close with action, because no matter how powerful your message is, it’s meaningless without a next step.
Boil everything down to one specific, doable action.
Example:
“You don’t have to change everything overnight. Just start by reviewing your follow-up messages today, update them to include one clear question that moves the deal forward. That single tweak alone can increase conversions within a week.”
This single, clear step creates momentum.
People leave knowing exactly what to do and feeling like it’s achievable.
Why this works
Each frame answers an unspoken question your audience already has:
- Why should I care?
- What’s this about?
- Why you?
- How does this work?
- What do I do now?
When you answer all five, you remove friction. People feel informed, safe, and ready to act, and that’s what great communication does. It turns attention into action.
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