Message Framework M13

Promote

[Relevant customer context]. [Offer/value]. [Legitimate reason to act now]. [Terms/qualification]. [CTA].

Shell

[Relevant customer context]. [Offer/value]. [Legitimate reason to act now]. [Terms/qualification]. [CTA].

Customize

barrier, offer economics, urgency, terms, audience and suppression.

[Acknowledge exact customer action]. [State what happens next]. [Provide immediate essential detail]. [Support path if needed].

[What changed/is available]. [Why it matters to this customer]. [Key factual detail]. [Optional next action].

[Customer situation/question]. [Simple explanation]. [Key implication]. [What to do next].