Say It So It Lands: The Art of Message Framing That Moves People
You ever say something important—maybe in a meeting, maybe in a client session—and watch it fall flat? Not because it lacked value. Not because you didn’t say it clearly. But because it didn’t land.
Real talk: being right doesn’t guarantee being heard. And in a world saturated with messages, the people who get through aren’t always the loudest or smartest. They’re the ones who frame their message so it resonates.
This is the art of message framing.
Why You’re Not Being Heard (Even If You’re Brilliant)
Let’s name the tension. You’re insightful. You prepare. You think deeply. And still—you get blank stares or lukewarm responses. It feels like people are listening past you.
But often, it’s not you they’re tuning out. It’s the framing.
Most people communicate from the inside out:
"Here’s what I think."
"Here’s what I want you to know."
That’s natural. But effective communication moves the opposite way. It starts where your audience is—and then brings them toward your insight.
Enter: The AIM Framework
I use a simple tool to help myself shift from expression to connection. It’s called AIM:
Audience: Who are they, and what do they care about right now?
Intent: What do you want this message to do?
Meaning: What story or value can you connect it to?
Let’s break that down.
A — Audience: Step Into Their World
You don’t have to pander to your audience. But you do have to understand them.
Ask yourself:
What are they likely feeling in this moment?
What’s competing for their attention?
What do they need from me (emotionally or practically)?
When you speak from their world, your message becomes a mirror—not a monologue.
Example: Instead of opening a presentation with, "I want to walk you through our Q3 priorities," you could say: "I know we’re all managing shifting goals and tight timelines—here’s how this plan helps us cut the noise."
I — Intent: Know What You’re Actually Trying to Do
Not every message is meant to inspire. Some are meant to clarify. Reassure. Challenge. Invite.
The more precise your intent, the sharper your words become.
Ask yourself:
Do I want to energize them?
Do I want them to trust me?
Do I want them to take one specific action?
If you’re unclear about your intent, your audience will be too.
Quick check: Write down your intent in a single sentence. If you can’t, pause until you can.
M — Meaning: Create the Connection
Most people don’t retain data. They retain meaning.
That doesn’t mean every message needs a story. But it does mean every message needs a hook into what matters.
Tie your insight to something they value:
Their goals
Their frustrations
Their vision for success
Example: If you’re introducing a new system, don’t just explain features. Frame it around how it’ll save time, reduce rework, or increase their autonomy.
Message framing is about translating, not just transmitting.
The Trap of Assuming Clarity
Ever say, "But I was clear!" and still feel dismissed?
Clarity in your own head doesn’t guarantee clarity in theirs. What’s obvious to you may be brand-new—or emotionally loaded—for someone else.
Take a breath. Step outside your message. Ask: How might this land for someone who’s tired, distracted, or skeptical?
Then adjust.
Practical Tools to Sharpen Your Framing
Here are a few tools I share with clients who want to become message-framing pros:
1. Start with their language, not yours
Mirror the way your audience describes the problem or goal. It builds instant rapport.
2. Use contrast
Frame your message with a “before/after” or “then/now” lens. People grasp ideas faster when they can see what’s changing.
3. Anchor with identity
Connect the message to who your audience wants to be, not just what they need to do.
Example: Instead of saying, "We need to improve our response times," say, "Let’s become the team known for reliability and speed."
4. Use emotional bookmarks
Lead with a feeling they’re likely experiencing (stress, frustration, hope), then build your message out from there.
One More Thing: Framing Isn’t Manipulation
It’s connection.
Framing with care means you respect your audience enough to meet them where they are. It’s not about softening truth—it’s about making it land where it matters.
You can be clear and kind. Direct and thoughtful. Insightful and resonant.
And when you are?
People listen.
Try This: Message Audit
Before your next meeting, email, or presentation, run your message through AIM:
Who am I speaking to, and what are they carrying?
What is the outcome I want?
What meaning or value does this message connect to?
Then speak from there.
You can use this free downloadable worksheet to help.
Final Thought
Your message deserves to be heard. Not because it’s perfect. But because it’s true, thoughtful, and rooted in purpose.
You don’t need to shout louder.
You need to frame better.
You’re ready.