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This framework is a tool you can freely use to help speak or write more persuasively. To get started, first notice a series of questions (Framework) followed by color corresponding example answers (Examples). Study the correlation between the color coded questions & answers before using the same questions yourself next time you aim to be more persuasive in your communication. The ultimate goal is to see the commonalities in empathy used to communicate so that you can gradually rely on this tool less and less.



a) What do you both believe?
b) What is it (speak to the benefits, not the features)?
c) How easy is it to implement?
d) Who are you to offer it to me?
e) How much does it cost?
f) What do other people think about it?

Answer the previous questions about the product, service or idea you’d like to communicate better about.


Helpful Examples

I believe that dishonest, fly-by-night roofing contractors have made customers weary about trusting roofing professionals, and so I believe it’s time to bring integrity back to the roofing business. Our reliable team of roofing experts can help get your roof repaired quicker and for less money out of pocket. One call is all it takes to schedule a free inspection to asset the damage. We never ask for money up-front, so you can rest assured the job will be done on time and to your satisfaction before every paying a penny. We’ve serviced & repaired over one thousand roofs in our community over the last 10 years & are independently licensed and insured. By working with your insurance company directly, we are able to save you time and sometimes get your roof repairs covered for free. Read our client testimonials below to see how our commitment to service and integrity has helped many local homeowners, like yourself, with their roofing needs.

I believe we all want to live in a world where we communicate more effectively and with more empathy towards others. Sharing this article on persuasion is a great way to help your friends and colleagues communicate better at work or inter-personally. If you share this belief, helping others can be as simple as emailing this link to a co-worker or tagging a few friends on social media. I’ve been a marketer and small business owner for the past 6 years, and my experience has told me that communicating with empathy is good for business and is good for people. This “persuasion framework” is free to use, and always will be. So I encourage you to check out feedback from other people in the comments section below (and leave your own!). And If you believe this framework adds value, I hope you’ll consider helping someone else by sharing it with them.


Helpful Tips

Explain what the ideal outcome looks like, not just the pain points.

Address pain points, but consider how you can use words to paint a picture of the ideal outcome. Prime your audience to be chasing an ideal instead of running away from a pain point.
Subtext: “If all goes well…”

Suggest ways to “See for yourself…”

In what ways can you ask your audience to “See for yourself…”? Consider how you can allow your audience to take ownership over the collection of facts.
Subtext: “Here’s how you can verify me…”

Show how this doesn’t contradict this person’s identity.

How do you believe what you are saying identifies with your audience’s identity? More simply, how can you show this is consistent with this person’s past self (or ideal self)?
Subtext: “It’s just like you’ve always said…”