{"id":10809,"date":"2015-04-19T01:00:55","date_gmt":"2015-04-19T05:00:55","guid":{"rendered":"http:\/\/www.wyliecomm.com\/?p=10809"},"modified":"2016-11-07T03:47:01","modified_gmt":"2016-11-07T07:47:01","slug":"reframe-the-problem","status":"publish","type":"post","link":"https:\/\/www.wyliecomm.com\/2015\/04\/reframe-the-problem\/","title":{"rendered":"Reframe the problem"},"content":{"rendered":"<h2>Break an egg? Make an omelet<\/h2>\n<p>Don&#8217;t you love the way <a href=\"http:\/\/adage.com\/article\/cmo-strategy\/h-r-block-ushers-refund-season-slew-ads\/296534\/\" target=\"_blank\">H&amp;R Block reframed tax season as refund season<\/a> this year? So do I.<\/p>\n<figure id=\"attachment_10810\" aria-describedby=\"caption-attachment-10810\" style=\"width: 400px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" data-attachment-id=\"10810\" data-permalink=\"https:\/\/www.wyliecomm.com\/2015\/04\/reframe-the-problem\/reframe-the-problem-break-an-egg\/\" data-orig-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2015\/03\/reframe-the-problem-break-an-egg.jpg\" data-orig-size=\"400,403\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;0&quot;}\" data-image-title=\"Reframe the problem &#8211; break an egg?\" data-image-description=\"\" data-image-caption=\"&lt;p&gt;&lt;strong&gt;Are you telling me the other guy makes you break your own eggs?&lt;\/strong&gt; That&#8217;s the art of reframing. &lt;em&gt;Image by Diego Diaz&lt;\/em&gt;&lt;\/p&gt;\n\" data-medium-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2015\/03\/reframe-the-problem-break-an-egg-298x300.jpg\" data-large-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2015\/03\/reframe-the-problem-break-an-egg.jpg\" tabindex=\"0\" role=\"button\" data-src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2015\/03\/reframe-the-problem-break-an-egg.jpg\" alt=\"Reframe the problem - break an egg?\" title=\"Reframe the problem - break an egg - make an omelette\" width=\"400\" height=\"403\" class=\"size-full wp-image-10810 lazyload\" data-srcset=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2015\/03\/reframe-the-problem-break-an-egg.jpg 400w, https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2015\/03\/reframe-the-problem-break-an-egg-150x150.jpg 150w, https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2015\/03\/reframe-the-problem-break-an-egg-298x300.jpg 298w\" data-sizes=\"(max-width: 400px) 100vw, 400px\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" style=\"--smush-placeholder-width: 400px; --smush-placeholder-aspect-ratio: 400\/403;\" \/><noscript><img loading=\"lazy\" decoding=\"async\" data-attachment-id=\"10810\" data-permalink=\"https:\/\/www.wyliecomm.com\/2015\/04\/reframe-the-problem\/reframe-the-problem-break-an-egg\/\" data-orig-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2015\/03\/reframe-the-problem-break-an-egg.jpg\" data-orig-size=\"400,403\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;0&quot;}\" data-image-title=\"Reframe the problem &#8211; break an egg?\" data-image-description=\"\" data-image-caption=\"&lt;p&gt;&lt;strong&gt;Are you telling me the other guy makes you break your own eggs?&lt;\/strong&gt; That&#8217;s the art of reframing. &lt;em&gt;Image by Diego Diaz&lt;\/em&gt;&lt;\/p&gt;\n\" data-medium-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2015\/03\/reframe-the-problem-break-an-egg-298x300.jpg\" data-large-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2015\/03\/reframe-the-problem-break-an-egg.jpg\" tabindex=\"0\" role=\"button\" src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2015\/03\/reframe-the-problem-break-an-egg.jpg\" alt=\"Reframe the problem - break an egg?\" title=\"Reframe the problem - break an egg - make an omelette\" width=\"400\" height=\"403\" class=\"size-full wp-image-10810\" srcset=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2015\/03\/reframe-the-problem-break-an-egg.jpg 400w, https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2015\/03\/reframe-the-problem-break-an-egg-150x150.jpg 150w, https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2015\/03\/reframe-the-problem-break-an-egg-298x300.jpg 298w\" sizes=\"(max-width: 400px) 100vw, 400px\" \/><\/noscript><figcaption id=\"caption-attachment-10810\" class=\"wp-caption-text\"><strong>Are you telling me the other guy makes you break your own eggs?<\/strong> That&#8217;s the art of reframing. <em>Image by Diego Diaz<\/em><\/figcaption><\/figure>\n<p>Take a tip from H&amp;R Block: Got a negative story to tell? Reframe it.<\/p>\n<h3>How P.T. Barnum reframed a truckload of white salmon<\/h3>\n<p>Listen in as campaign advisor Bruno Gianelli schools White House Communications Director Toby Ziegler, on <a href=\"http:\/\/www.westwingtranscripts.com\/search.php?flag=getTranscript&#038;id=52\" target=\"_blank\">The West Wing<\/a>:<\/p>\n<div style=\"margin:30px 30px;box-shadow: 0 0 10px;padding: 10px;\">\n<p style=\"padding: 10px; margin: 0px 6px;\">TOBY Listen, the OMB&#8217;s gonna come out with a recommendation for a new way to calculate the poverty level.<\/p>\n<p style=\"padding: 10px; margin: 0px 6px;\">BRUNO Show of hands?<\/p>\n<p style=\"padding: 10px; margin: 0px 6px;\">TOBY No. But the formula raises the poverty level 2,000 in change.<\/p>\n<p style=\"padding: 10px; margin: 0px 6px;\">BRUNO So what is it now?<\/p>\n<p style=\"padding: 10px; margin: 0px 6px;\">TOBY 20,000 a year. The problem is we&#8217;re without a campaign and with 4 million new poor people.<\/p>\n<p style=\"padding: 10px; margin: 0px 6px;\">BRUNO That&#8217;s the problem?<\/p>\n<p style=\"padding: 10px; margin: 0px 6px;\">TOBY Yeah.<\/p>\n<p style=\"padding: 10px; margin: 0px 6px;\">BRUNO Not that someone making 21,000 a year is considered comfortable?<\/p>\n<p style=\"padding: 10px; margin: 0px 6px;\">TOBY [looks at Bruno] We&#8217;re working on that one, too.<\/p>\n<p style=\"padding: 10px; margin: 0px 6px;\">BRUNO You keep working on that, also the other thing.<\/p>\n<p style=\"padding: 10px; margin: 0px 6px;\">TOBY How?<\/p>\n<p style=\"padding: 10px; margin: 0px 6px;\">BRUNO The same way P.T. Barnum sold a truckload of white salmon.<\/p>\n<p style=\"padding: 10px; margin: 0px 6px;\">They stop walking and face each other.<\/p>\n<p style=\"padding: 10px; margin: 0px 6px;\">BRUNO By sticking labels on them that said &#8220;Guaranteed not to go pink in the can.&#8221; &#8230;<\/p>\n<p style=\"padding: 10px; margin: 0px 6px;\">TOBY What the hell are you &mdash;<\/p>\n<p style=\"padding: 10px; margin: 0px 6px;\">BRUNO Are you telling me this formula has been broken for years and the other guys haven&#8217;t fixed it? [pause] Like that.\n<\/p>\n<\/div>\n<p style=\"text-align:center;\"><strong>Is there another way to look at your bad news story? How could you reframe it?<\/strong><\/p>\n<div id='MC-CYR-TLR' class='widgets_on_page wop_tiny1  wop_small1  wop_medium1  wop_large1  wop_wide1'>\n\t\t\t<ul><li id=\"custom_html-24\" class=\"widget_text widget widget_custom_html\"><div class=\"textwidget custom-html-widget\"><h3>How do you write messages that readers want to read?<\/h3>\r\n<p>If you want to Catch Your Readers, you need to think like a reader. Then you need to use the bait your reader likes, not the bait you like.<\/p>\r\n\r\n<p><a title=\"Catch Your Readers, a persuasive-writing workshop\" href=\"https:\/\/www.wyliecomm.com\/corporate-communications-training\/corporate-communication-training-programs\/persuasive-writing-course\/\" target=\"\" rel=\"noopener\"><img decoding=\"async\" data-src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2024\/02\/persuasive-writing-training.png\" alt=\"Catch Your Readers, a persuasive-writing workshop\" title=\"Catch Your Readers, a persuasive-writing workshop\" width=\"auto\" height=\"auto\" border=\"0\" style=\"--smush-placeholder-width: 250px; --smush-placeholder-aspect-ratio: 250\/250;float:left; text-align:left; margin: 0 auto; margin-right: 10px; margin-top: 2px; margin-bottom: 10px; background-color: #000000; font-size: 18x; line-height: 22px; padding: 0px; color: #FFFFFF; max-width:100%; max-height:100%;\" class=\"img-max lazyload\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\"><noscript><img decoding=\"async\" src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2024\/02\/persuasive-writing-training.png\" alt=\"Catch Your Readers, a persuasive-writing workshop\" title=\"Catch Your Readers, a persuasive-writing workshop\" width=\"auto\" height=\"auto\" border=\"0\" style=\"float:left; text-align:left; margin: 0 auto; margin-right: 10px; margin-top: 2px; margin-bottom: 10px; background-color: #000000; font-size: 18x; line-height: 22px; padding: 0px; color: #FFFFFF; max-width:100%; max-height:100%;\" class=\"img-max\"><\/noscript><\/a>So what\u2019s the bait the reader likes?<\/p>\r\n\r\n<p>Learn a four-step process for making your message more relevant, valuable and rewarding to your audience at <a title=\"Catch Your Readers, a persuasive-writing workshop\" href=\"https:\/\/www.wyliecomm.com\/corporate-communications-training\/corporate-communication-training-programs\/persuasive-writing-course\/\" target=\"\" rel=\"noopener\"><strong>Catch Your Readers<\/strong><\/a>, our persuasive-writing workshop.<\/p>\r\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\r\n<p>There, you\u2019ll learn <em>the<\/em> formula readers use to determine which messages to read. Discover two rewards you can use to boost audience interest in your message. And learn a magic word that focuses reader attention on your message.<\/p>\r\n\r\n<div class=\"btn btn--depth\" style=\"text-align: center;  margin: 10px 0 20px; width:100%;\"><a id=\"btnTT\" style=\"\" title=\"BOOK NOW\" href=\"https:\/\/www.wyliecomm.com\/corporate-communications-training\/corporate-communication-training-programs\/persuasive-writing-course\/\" target=\"\" rel=\"noopener noreferrer\" data-width=\"91\">BOOK NOW<\/a>\r\n<!-- [if mso]>\r\n<p style=\"line-height:0;margin:0;\"><v:roundrect xmlns:v=\"urn:schemas-microsoft-com:vml\" href=\"https:\/\/www.wyliecomm.com\/corporate-communications-training\/corporate-communication-training-programs\/persuasive-writing-course\/\" style=\"width:153px\" arcsize=\"8%\" strokecolor=\"#D96237\" filled=\"t\"><v:fill type=\"gradient\" angle=\"180\" color=\"#f16522\" color2=\"#f16522\"><\/v:fill><v:textbox style=\"mso-fit-shape-to-text:t\" inset=\"0px,11px,0px,11px\"><center style=\"font-size:16px;line-height:24px;color:#FFFFFF;font-family:sans-serif;font-weight:bold;mso-line-height-rule:exactly;mso-text-raise:4px\">BOOK NOW<\/center><\/v:textbox><\/v:roundrect><\/p>\r\n<![endif]--><\/div>\r\n<\/div><\/li><\/ul><\/div><!-- widgets_on_page -->\n","protected":false},"excerpt":{"rendered":"<p>Break an egg? Make an omelet<\/p>\n","protected":false},"author":6,"featured_media":10810,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[51],"tags":[31],"class_list":{"0":"post-10809","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-persuasive-writing-tipsheets","8":"tag-persuasive-writing","9":"entry"},"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v23.4 (Yoast SEO v23.6) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Reframe the problem - Wylie Communications, Inc.<\/title>\n<meta name=\"description\" content=\"Got a negative story to tell? 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