I agree about avoiding those long, terrible, narratives that introduce something completely unrelated, but I don't think he's suggesting that. Framing can simpl

I agree about avoiding those long, terrible, narratives that introduce something completely unrelated, but I don't think he's suggesting that. Framing can simply be one opening sentence that states the real life human problem you're solving (the "why" they should read it that he's talking about). That should be following by the lede -- which is the solution to the problem you just mentioned. The rest of the writing is your proof of the solution. It's a pretty simple formula that works. I've been doing it since 2009 and my blog has won copy writing awards and a webby award.