Frameworks · Craft · 34

Refute, don't mention

Answer the strongest objection, and take it apart.

SWe reviewed the research on it.Content that people actually watch

Hand-drawn diagram of framework 34, Refute, don't mention: Answer the strongest objection, and take it apart.
Framework 34 · in one look
How to use it

Answer the strongest objection head-on and take it apart. Two-sided messages that refute the other side persuaded best; ones that only mention it did worst.

How sure we are

S Evidence: strong. Large trials or many studies, pointing the same way.

Sources

O'Keefe (meta-analytic review of two-sided messages).

Not medical, legal or financial advice.

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