I get it. You want more sales and conversions from your emails.
But constantly hitting that send button and hoping for the best isn’t working. Crickets in your inbox when you expected $$$ is beyond frustrating.
What stings the most is seeing a competitor smashing it with emails and getting customers that should have been yours.
Where’s the difference?
⇢ It’s less about the offer and more about the framing in your emails.
Getting your email’s framing right is mission critical.
By “critical” I mean a 2X or even a 5X lift in conversions. I’ve seen it happen time and again over my 6+ years in this industry.
One client using all 5 frames in a welcome sequence saw a ~2X revenue bump in 120 days.
So, you MUST get the framing right to survive. When done well, the rewards for your business are immense. We’re talking $$$, rapid growth and real momentum.
Yes, it could take you some time in mastering these frames. (What doesn’t?)
But with some effort, your emails can make you a fortune.
How?
Let’s jump right to it. ✊
Contents
Problem-Focused Frames
This frame is entirely about the problems or struggles that your ideal customer has.
The goal is to go hard on the struggles and generate clicks to the sales page or replies.
The selling will happen later on.
In any email based on the problem-focused frame, you ONLY talk about the problems or struggles.
Pinpointing your prospect’s struggles is powerful stuff.
This framing taps the “ouch” moment people want to avoid. Make no mistakes though – you have to get the problem right.
Say you sell project management software.
An overwhelmed exec may lose sleep over missed deadlines. They dread explaining delays to the CEO with a shaky voice and sweaty palms.
This is a problem. A genuine struggle.
Use relatable examples like this in emails. Show that you know their reality. The root frustrations, worst case scenarios and anxiety linked to the problem.
With problem-focused frames, you set the stage to position your solution as the antidote to their pain. When done with care and nuance, you get empathy and rapport.
Solution-Oriented Frames
This email frame is all about establishing your offer as the white knight.
In the last email, you only talked about the problems. In this email you’d ALSO introduce the solution.
Precisely nail the fit and simplicity of your solution. Position it as the straightforward way to alleviate their suffering.
Let’s go back to our project management example:
Your software becomes the seamless fix for the exec’s sleepless nights. Stop freak-outs over missed deadlines. Regain sanity without the messy overwhelm.
Share specific examples of clients you’ve saved from calamity.
You’d use clear yet benefit-rich language here: “easy to implement”, “instantly boosts productivity”, “regain nights and weekends”.
With solid solution-oriented framing, you show that your product/service solves their problem like nothing else can.
Benefit-Driven Frames
Last frame about positioning your offer as the solution to their problems…
In this frame, you’d laser focus on the exact benefits and wins tied to your prospect’s goals.
Frame your emails around the concrete outcomes you deliver. More money made, time freed up, peace of mind won.
Say for a finance platform, shift from shouting “easy to use dashboards” or “customisable reports”. That stuff makes your eyes roll.
Rather, spotlight REAL gains like “uncover hidden profits” and “make decisively smarter money moves”. Even better, quantify it. “15 hours saved weekly on reporting” or “2X more insights to drive ROI”.
The kicker is tying this to what your prospects care about most: their aspirations.
Does a restaurant owner want a 3rd profitable location?
Help them get there.
Comparative Frames
Here you contrast your solution with alternatives rather than ignoring the competition.
But we are good people. We avoid trash talk. We take the high road.
Highlight legitimate shortcomings of other options with facts. Show precisely where the competitor drops the ball so your solution shines brighter.
You can easily find what your target customers dislike about your competitors when you’re doing customer research.
Say if you sold accounting software, you can compare it to Quickbooks. Even though it’s widely used, you can still spotlight weaknesses around custom fields, aggregation tools and advanced metrics.
Then showcase your app’s expanded customisation and analytics depth tailored to the prospect’s role. Prove concretely why you deliver more value.
Again, the goal isn’t to bash but educate. Draw fair contrasts between solutions so yours clearly comes out on top.
Emotional Frames
Logic opens the door. Emotion closes the sale. Don’t shy away from tugging the heart strings in your framing when done authentically.
Put yourself in your prospect’s shoes. Tap into their deepest frustrations and truest motivations tied to the problem you solve.
Really feel what keeps them up at night. The anxiety when cash flow stalls. Missing a daughters dance recital for work fires. Promising employees you can’t pay this month.
You know… the gut punch stuff.
Then craft a compelling story and imagery around overcoming those emotional pains. Appeal to their aspirations of stability, freedom, peace that your offer enables.
This frame is purely emotion-based.
How do you use these frames though?
Two ways:
→ You can combine multiple frames in a single email, like problem + solution or Problem-solution-comparative.
→ You can create a welcome sequence with one email for each frame stacked on top of each other.
Try, test and see which one works the best for your audience.
But remember:
The impact comes from practicing empathy, nailing details and conveying emotional gravitas.
Now, I challenge you. Go send some emails using these frames and watch those conversions.
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