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Magnetic Messaging Framework: Seven Filters for Copy That Pulls People In

The Framework

The Magnetic Messaging Framework from Allan Dib's Lean Marketing provides seven binary filters for evaluating any piece of short-form copy — ads, emails, social posts, headlines, CTAs. Each filter is pass/fail. Copy that passes all seven filters is magnetic: it attracts attention and generates response naturally. Copy that fails even one filter has a leak that reduces effectiveness. The framework works as both a creation checklist (write copy that passes all seven) and a diagnostic tool (find which filter your underperforming copy is failing).

The Seven Filters

1. About Them (Not About You). Does the copy speak to the reader's situation, desires, and problems — or does it talk about your company, your features, your awards? "We've been in business since 1998" fails. "You'll never worry about unreliable service again" passes. The filter is simple: would the reader care about this sentence if they'd never heard of you? If no, rewrite it to be about them.

2. Easy to Understand. Can someone grasp the message in under 5 seconds without re-reading? Simple words, short sentences, no jargon, no ambiguity. Dib cites the "bar test": could you say this to someone at a bar and have them immediately understand? If it requires explanation, it's too complex. Complexity doesn't signal sophistication — it signals confusion.

3. Believable. Does the claim pass the sniff test? "Double your revenue in 30 days" triggers skepticism. "Add 8-12 qualified leads per month using a system that takes 15 minutes daily" is specific enough to be credible. Believability comes from specificity: odd numbers, specific timeframes, concrete mechanisms, and social proof ("147 businesses have used this system").

4. Interesting. Does the copy earn continued attention or does the reader's eyes glaze? Interesting doesn't require humor — it requires novelty, tension, surprise, or relevance. "Our services are affordable" is boring. "The most expensive marketing mistake isn't overspending — it's under-investing in the wrong place" creates tension that demands resolution.

5. Good Without Bad. Does the copy promise benefits without introducing doubts? Copy that hedges ("This might help some businesses..."), qualifies excessively ("Results may vary significantly..."), or introduces negatives ("While not perfect...") plants seeds of doubt that undermine the positive message. Say what's good. Period. Qualifications belong in terms and conditions, not in marketing copy.

6. Clear Audience. Does the reader immediately know this is for them? The call-out function from Hormozi's Call Out + Value + CTA framework applies here: the copy must signal its intended audience within the first sentence. "Attention Seattle real estate investors" is clear. "Grow your business" could be for anyone — which means it's for no one.

7. Clear Next Action. Does the reader know exactly what to do? One action, stated specifically. "Download the free guide" passes. "Learn more" is vague. "Check out our website and feel free to reach out if you have questions" gives two actions, both weak. Single, specific, immediate.

Using the Framework

As a creation checklist: After writing any piece of copy, run it through all seven filters. Score each pass/fail. Rewrite any failing sections before publishing.

As a diagnostic tool: When an ad, email, or post underperforms, test each filter. The failing filter identifies the problem: low click rates = failing Filter 6 (audience) or Filter 4 (interesting). Low conversion = failing Filter 3 (believable) or Filter 7 (clear action). Low engagement = failing Filter 1 (about them) or Filter 2 (easy to understand).

Cross-Library Connections

Hormozi's Call Out + Value + CTA from $100M Leads maps to three of the seven filters: Filter 6 (clear audience) = Call Out. Filters 1, 3, 4 (about them, believable, interesting) = Value. Filter 7 (clear next action) = CTA. Dib provides seven granular filters; Hormozi provides the three structural sections.

Cialdini's Influence principles enhance specific filters: social proof strengthens Filter 3 (believable). Scarcity strengthens Filter 4 (interesting) and Filter 7 (urgency in the CTA). Authority strengthens Filter 3 (credible claims backed by expertise).

Berger's Contagious explains why copy passing all seven filters spreads: Filter 4 (interesting) creates Social Currency. Filter 1 (about them) creates Practical Value. Filter 5 (good without bad) creates positive Emotion. Each filter aligns with a different STEPPS principle.

Implementation

  • Print the seven filters and keep them next to your writing workspace. Run every piece of copy through all seven before publishing.
  • Score your last 5 ads or emails against the filters. Which filter fails most frequently? That's your biggest copy weakness.
  • Rewrite your website hero section to pass all seven. What I've got (Filter 6), how it helps you (Filter 1), what to do next (Filter 7), in simple language (Filter 2), with a credible claim (Filter 3).
  • Use filters to diagnose underperforming campaigns. Low metrics point to specific failing filters.
  • Practice Filter 1 relentlessly. Making copy about them rather than about you is the single hardest habit for most business owners to develop.

    • 📚 From Lean Marketing by Allan Dib — Get the book