A message framework is the shape of the first message a prospect gets on a channel. You decide the parts and their order. Wyra writes each part fresh for every person, from your offering and its research on them.
What a framework is
A framework is a short brief, one line per part: an opener about their world, a pain point, a proof point, a question. Wyra reads each line and writes that part for the person in front of it.
Every message draws on three things:
| Ingredient | What it gives the message |
|---|---|
| Your offering | What you can say: pain points, solutions, outcomes, proof and objection handling. For each part, Wyra picks the one item that fits this person best. |
| The prospect | Who they are: their role, responsibilities, challenges, career, company and recent signals. This is the bridge between what you sell and their situation. |
| The moment | The campaign's Why now: the reason to reach out today. It sharpens the opener and the ask. |
Two prospects on the same campaign get the same framework, but different messages. A VP of Engineering might hear about infrastructure overhead. A Head of Revenue Operations might hear about tools that don't talk to each other. The offering stays the same. The bridge changes.
Each channel has its own framework, and a framework shapes only the first message. Wyra writes the follow-ups itself. Writing for email and LinkedIn explains how the two channels differ.
What a framework is made of
A framework has up to three boxes:
| Box | What it holds |
|---|---|
| Subject | Email only. Put a description in braces, such as {Compelling subject connecting to their challenge}, and Wyra writes a subject for each person. Type a plain subject line instead and it's sent as written. |
| Greeting | The opening line, "Hi {first_name}," by default. See how tone changes it below. |
| Body | The parts of the message, in order. This is the framework itself. |
The body mixes three kinds of content. You can use all three in one framework.
| Content | How it works |
|---|---|
| AI variables | Ready-made parts Wyra prepares from your offering: pain points, solutions, outcomes, proof, cost of inaction, objections, calls to action. Type { or click {...} and pick one from Select AI Variable. It goes in as a slot that Wyra fills for each person. |
| Your own slots | Any instruction in braces, such as {opener referencing their most recent funding round}. Wyra follows it for every person. |
| Fixed text | Anything outside braces. Wyra copies it into every message exactly as written: a compliance line, a product claim, a phrase that must stay word for word. |
A few rules decide what ends up in the message:
- Wyra writes only what the slots ask for. Add a proof slot to get proof, and a call-to-action slot to get an ask.
- A note to Wyra shapes the message. A plain line such as "Keep it under 100 words" or "No exclamation marks" outside braces is treated as an instruction.
- Offensive text, or text aimed at Wyra rather than the reader, is dropped. The rest of the message is still written.
- Proof comes from your offering. Wyra uses only the figures in your offering.
- Close every brace. The editor warns you about an unclosed {, and that text is left out of every message until you close it.
- The body needs at least 120 characters before you can click Update. Descriptive slots get you there quickly, and they write better messages.
- Slots are for the body only. The greeting comes from its own box, and the sign-off is added for you.
The default frameworks
Every campaign starts from these until you change them:
| Channel | Default body |
|---|---|
| {Personalized opener connecting their role, company, or recent activity to a specific challenge they likely face} {Brief value statement showing how your solution addresses that challenge, grounded in the offering's most relevant proof point} {Clear, low-friction CTA — a question or specific next step} | |
| {Short personalized opener referencing their role, company, or a shared connection point} {Casual CTA — asking a question or suggesting a brief chat} |
Building a framework
In Chat
Ask Wyra to draft an email or LinkedIn framework for an offering, and say what matters: "lead with the compliance deadline, keep it to three parts". Wyra shows the draft. Ask for changes, then approve the card to save it. Saving a framework never sends anything.
When you plan a campaign in Chat, the Messaging editor opens beside the conversation. Adjust the framework there and click Use in plan. Your first campaign, built in Chat walks through it.
In the campaign builder
Open the framework editor in the Messaging step. Start from the default, write your own, or click Suggest. Suggest asks what the message should cover:
- Your Offering: solution, pain point, objection, competitive advantage, social proof, cost of inaction, campaign idea.
- Prospect Details: insights, trigger, job title, challenges, responsibilities, focus, career, company description, LinkedIn headline.
Tick what you want and click Generate Framework. Wyra drafts one slot for each pick, plus a closing ask. It drafts only from what your offering covers. On LinkedIn it always drafts two slots, whatever you tick.
Frameworks are saved with the offering, so any campaign for that offering can reuse them. You can rename and delete your own. The campaign builder, step by step covers the rest of the step.
Choosing a tone
Tone changes how a message sounds. The same framework and the same person give the same ideas in every tone. Only the voice changes. One tone applies to the whole campaign, on both channels.
| Tone | How it sounds, and when to use it |
|---|---|
| Default | Professional and human. Confident, plain-spoken and direct. Use it for most campaigns, and when you're unsure. |
| Direct | The fewest words that carry the meaning. Readable in seconds. Use it for executives, founders and anyone with a crowded inbox. |
| Informal | Peer to peer, with contractions and plain words. Use it for smaller companies, founder-led businesses and LinkedIn. |
| Bold | Strong statements, active voice, direct claims. Use it in competitive markets when your proof can back the claims. |
| Creative | Reframes a familiar problem from a fresh angle, grounded in real facts. Use it for audiences who have heard every standard pitch. |
| Challenger | Names the usual approach in their industry, then shows why it causes a problem. Use it only when you have a real, specific insight. |
Tone also decides two small things:
| Tone | Greeting and closing ask |
|---|---|
| Default | "Hi Sam," and a single question. |
| Informal | "Hey Sam," and a low-pressure question. |
| Creative | "Hi Sam," and an ask that ties back to the opening. |
| Direct | "Sam," and one plain next step. |
| Bold | "Sam," and a statement. |
| Challenger | "Sam," and a question that invites them to think. |
Your call-to-action slot still decides what the ask is about. The greeting follows the tone only while the Greeting box holds the default. Write your own and it's used as written. In another language, Wyra uses that language's greeting. The greeting appears when the prospect has a first name on record.
Length and personalisation
Two things set a message's length: its slots and the Length dots. Every slot is always written, in order, so removing a slot or making one more specific gives a shorter message.
The Length dots under the preview set how much Wyra writes for each slot, from short and direct with the fewest dots to fuller with the most. LinkedIn messages stay shorter than email at every setting. Wyra follows the length you choose in the preview and in every message the campaign sends, so what you see is what goes out.
Sentence length stays natural, so a slot with a complex instruction gives a longer sentence.
Merge tags
The Greeting and Subject boxes accept {first_name}, {last_name}, {company} and {title}. Each is swapped for the prospect's details. Every slot in the body is already written for that person.
Previewing
The preview shows the message for three real prospects who fit the campaign. Click through all three before you change anything. Changing the tone or language rewrites the previews, and Regenerate writes them again after a framework change.
If one message is off, it's probably that person's data. If all three are off, the problem is the framework, the Why now or the offering. Phrases that could look like spam are highlighted, with the reason on hover.
Preview prospects are examples. Only prospects scoring 50 or more on the Outreach Score are contacted.
Common mistakes
- A thin offering. Generic messages usually mean the offering is thin. Add specific pain points, outcomes and proof. See Building an offering in Chat.
- A vague Why now. "Increase sales" isn't a reason to write today. "Funding allocations close at the end of the quarter" is.
- Vague slots. {pain point} gets the most general pain point. {pain point for a team moving from self-serve to sales-assisted} gets the right one.
- Too much fixed text. Fixed text reads the same for everyone. Keep it for lines that must stay word for word.
- An email squeezed into LinkedIn. A LinkedIn message with a pitch, proof and a meeting ask reads like a short email. Keep two slots.