Before we go into the seven phases, it’s important to understand what pre-framing is and how important it is. Framing is all that your visitors see and hear about you before they get to know you. So, in a standard funnel, that would be an advertisement or article they read before they enter the product page.
To describe what he meant, Russell Brunson recalled a study that was described in Sway: The Irresistible Pull of Irrational Behavior. The study details an economic class in which there was a substitute professor for a day. Before the students saw him, they had to read his biography. There were, however, 2 version of the biography handed out. The only difference between them was one sentence, that described the professor as either “a very warm person” or “rather cold”. After the class, the students were asked to evaluate the professor. The students who got the first version of the biography described him as more sociable, good-natured, and considerate to others. The second group of students, however, described him as self-centered, formal, irritable, and ruthless. And all after the exact same class. This shows how important and how powerful pre-framing is.