Your Message Framework is the difference between Wyra producing personalized, channel-native outreach and Wyra producing well-structured generic messages. The framework is what you control. Everything else — personalization, tone, language, length — is how Wyra executes your instructions.
What feeds the framework
Three data sources. One message that lands.
Before generating a single word, Wyra pulls from three layers of context. Understanding what each one contributes helps you write better frameworks and diagnose output problems faster.
01
Offering Data
Your pain points, solutions, business outcomes, social proof, and cost of inaction. This is the substance. The richer your offering, the more specific Wyra can be. Sparse offerings produce generic messages.
02
Lead Data
The bridge between your offering and this specific person's world. Wyra doesn't just match offering to job title — it connects what you do to what this person in their industry, at their company stage, with their likely challenges actually needs to hear.
03
Campaign Idea (Why Now)
The strategic angle for this campaign. A market shift, a program deadline, a seasonal pressure point. This turns your CTA from generic (“want to chat?”) into specific and timely.
what to sayLeadbridges your offering
to this person's realityWhy Nowtells Wyra
when and why
Same offering, different leads
The framework stays constant. The bridge changes everything.
Two leads. Same offering. Watch how lead data shifts what Wyra emphasizes — not just the language, but the entire angle of the message.
AWS Partner — Migration SI
VP of Engineering at a 300-person ISV on hybrid infrastructure
“Running a hybrid stack for a product that needs to scale means your engineering team is managing infrastructure instead of shipping features. We've moved 40+ ISVs to AWS-native architecture — average 60% reduction in infrastructure overhead within the first quarter. With AWS MAP funding covering up to 25% of migration costs, Q1 is the window to move. Worth 20 minutes before the allocation closes?”
SaaS GTM — RevOps Tool
Head of Revenue Ops at a PLG SaaS company scaling from 50 to 200 seats
“Scaling a PLG motion from 50 to 200 seats usually means your RevOps stack starts breaking — attribution gaps, CRM hygiene issues, too many tools talking to each other badly. We help RevOps teams get to a single source of truth before the next growth milestone hits. What does your current stack look like?”
Why the messages are completely different
Same framework structure. But Lead A is in an AWS ecosystem with a specific funding window (MAP program) and a technical pain (hybrid infrastructure debt). Lead B is in a growth motion with operational pain (RevOps fragmentation at scale). The offering didn't change. What changed is how Wyra built the bridge — finding the intersection between what you sell and what each person's world actually looks like.
What the framework is made of
Three types of content. Full control over every line.
A framework is not a message template with fixed text. It's a set of instructions you write that tell Wyra what to include, in what order. Within the framework, you have three types of content to work with — and you can combine all three in the same framework.
AI Descriptors
Pre-generated slot labels that Wyra creates from your offering data — pain points, solutions, outcomes, proof, cost of inaction, and objections. For list-based campaigns they are generic rather than offering-specific. In the Framework editor, type { } and pick one from the Select AI Variable list; it lands in your framework as a slot, and Wyra fills it per lead at generation time, which is where lead data and the campaign idea come in. If the descriptors Wyra generates work for you, use them as-is. If they don't, write your own slot.
Example: Wyra generates a label like “Short social proof with specific outcomes” — pick it and it appears as {Short social proof with specific outcomes}, filled with the strongest proof point for each lead.
Slots — Custom AI Variables
When Wyra's pre-generated descriptors don't fit, write your own. A slot is a curly brace instruction {like this} that you place in the framework. Wyra reads your instruction, draws from the available data and campaign context, and fills it in uniquely for every lead.
Example: {opener referencing the lead's most recent AWS certification or partner tier} — Wyra finds the right data per lead and writes the opener for each one individually.
Exact Verbatim Text
Text you want in every message, written exactly as you intend. Wyra copies it into every message exactly as written — it is not rewritten, softened, or grammar-corrected. The only exceptions: profanity or text addressed to the AI is dropped, and a plain writing instruction such as “keep it under 120 words” is followed rather than copied.
Example: A specific product claim, a compliance statement, or a branded phrase that must appear word-for-word.
Combine all three in one framework
A single framework can use AI descriptors for some slots, custom curly-brace variables for others, and exact verbatim for phrases that must stay fixed. The combination gives you maximum flexibility — Wyra handles personalization where you want it, precision where you need it. If you would rather not start from a blank framework, click Suggest and tick what the message should cover under Your Offering and Prospect Details — Wyra drafts a framework with one slot per pick, plus a closing CTA. On LinkedIn it always drafts the two-slot shape, whatever you tick.
Framework structure
Labeled slots that Wyra fills per lead. You control the shape.
3-slot framework — punchy (C-suite email)
Framework using a mix of slot types:
5-slot framework — thorough (mid-market email nurture)
Framework using AI descriptors and custom slots:
Two editor rules to know
A framework must be at least 120 characters before you can click Update — the editor shows how many more characters it needs, so give short frameworks descriptive slot labels rather than two-word ones. And the Subject (email only) and Greeting lines are edited in their own boxes above the framework body — don't add a greeting or sign-off slot to the body itself.
Slot count is your primary length control
More slots = longer messages. Fewer slots = punchier messages. Get the slot count right before touching the length setting. At the same length setting, a 3-slot framework will always produce a tighter message than a 6-slot framework.
A note on length
Length is a tendency, not a guarantee.
The length setting sets how many sentences Wyra writes for each slot — it doesn't enforce a word count. Total length is slot count times that depth, so you may occasionally see a message at length 1 that's longer than expected.
Why this happens: if a slot contains a complex instruction — like referencing a specific ecosystem signal or bridging a nuanced pain point — the sentence Wyra writes for it has to carry more. Wyra writes each sentence at a natural length for the idea rather than cutting it short to hit a size. Wyra chooses coherence over brevity in those cases.
If length feels inconsistent
Check your slot instructions first. Slots with broad or complex descriptions naturally generate more content regardless of the length setting. Tighten the slot instruction — be more specific about exactly what you want — and the output will tighten with it. Length and slot specificity work together.
What breaks output quality
Most problems trace back to one of these.
Sparse offering data
If messages feel generic, the issue is usually the offering, not the framework. Wyra can only build a bridge with what you give it. Add specific pain points, concrete metrics, real proof points.
Vague campaign idea
“Increase sales” is not a campaign idea. “AWS MAP funding allocations close Q1 — partners have 6 weeks to commit” is. The more specific your Why Now, the more actionable your CTA.
Overloading LinkedIn frameworks
If LinkedIn messages read like short emails, the framework has too many slots. Wyra’s suggested LinkedIn framework is always 2 slots — a line about the recipient and one easy question — so anything longer is something you added by hand. Strip it back. LinkedIn is a conversation starter, not a pitch deck.
Choosing tone before framework
Get the structure right first. Tone amplifies what’s already there. A great tone on a weak framework still produces weak messages.
Ignoring the preview
Click through all 3 leads before changing anything. If most messages feel off, the problem is the framework or campaign idea — not the individual lead.
Mismatching slots and length
A 5-slot framework at length 1 gives you five one-sentence beats — the full structure, but each point stated only once. A 2-slot framework at length 5 spends four to five sentences on each of just two points. Match them intentionally.
Where to go next