---
title: "KindOfFraming"
description: "a way a sale is framed, a register a person extends by a row: mechanistic, emotional, motivational, social proof, risk and loss, time and urgency, status, curiosity, authority, belonging, reciprocity, scarcity, simplicity, craft, and more"
section: concepts
address: /concepts/kindofframing
contract: 0476e35e6e275db5
---

# KindOfFraming

a way a sale is framed, a register a person extends by a row: mechanistic, emotional, motivational, social proof, risk and loss, time and urgency, status, curiosity, authority, belonging, reciprocity, scarcity, simplicity, craft, and more

[figure: KindOfFraming is a row at platform scope. The drawing shows its fields and the objects that they point at.]

| property | value |
|---|---|
| kind | row |
| scope | platform |
| key | its name |
| store | postgres |
| family | strategy |



## Fields


| field | type | required | note |
|---|---|---|---|
| `name` | `text` | yes |  |
| `order` | `count` | yes |  |
| `appeals_to` | `text` | yes | what in the buyer it speaks to |
| `needs` | `text` | yes | the evidence from the buyer it needs before it is chosen |



## Routes that use it
No route takes or returns KindOfFraming directly. The record holds it, and the objects that point at it reach it.