A warm welcome to those who have joined our solopreneurial journey of visual communication. We’re glad you’re here!

Hey, Reader 👋

If you’re like most creative professionals, when I talk about selling, your eyes glaze over. Or you squirm and shudder.

In my work with solopreneurs, one visual framework breaks through sales barriers — and it’s the simplest framework of all.

What is it, and why is it effective?

That’s today’s mini masterclass. Let’s get started.

One simple line, so much impact

The simplest visual framework is one you’ve drawn hundreds of times. It’s a vertical line that creates two panels.

It’s called a contrast frame, and we often use it in decision-making to chart pros and cons, pluses and minuses.

This visual framework changes the dynamic of a sales pitch and allows for an engaging conversation. You hear about a prospect’s goals and concerns, and can present your work as a solution to their needs.

Even if you’re not selling a product or service, you can use the contrast frame as a persuasion tool to sell your ideas. My coaching clients have told me it works great in family situations, like choosing a vacation spot or guiding teenagers in understanding potential consequences.

Three framework variations for selling

Here are the three most helpful ways to use the contrast frame in selling. Feel free to alternate between the three versions or to stick with your favorite. Practice will show what works best for your needs.

1: FEATURES AND BENEFITS FRAME

Many sales newcomers focus more on features than benefits, undermining half of the sales equation.

Features are the “what” of your product or service, such as size, color, number, length of time, etc. List them in the L column.

Benefits focus on the prospect’s positive return, or the “why” they should buy, in the R column. They are often elements of broad categories such as saving time, improved health, increased income, or enhanced lifestyle.

Pay attention to what you’re writing in that R column.
For example, for a fitness tracker:
​Feature: monitors your heart rate
​Benefit: feeling secure knowing your heart health is being constantly monitored

Your benefit can also focus on distinctive selling points.

If you offer an online course:
​Feature: lifetime access
​Benefit: continue learning and accessing valuable content at your own pace, stay current with the latest industry trends without extra costs

Do you sell digital products like customizable templates?
​Features: formats, quantity, and other descriptors
​Benefits: saving time, looking professional, ease of use, or making a notable impression.

Again, think what and why. Make sure you share the value of your product or service, not just its description.

2: TRANSFORMATION FRAME

Seasoned solopreneurs know customers aren’t buying a product or service. They’re investing in who they aspire to be.

Fill the L column with their comments from your conversation about current challenges. Use your experience to prompt these answers so you can match your solution in the R column.

For example, as an online marketing coach, a prospect may talk about their minimal online presence and low customer engagement. You can paint a verbal picture where, after working with you, they have an effective website and strong sales.

If you have a health-based business, the L column may reflect them feeling sluggish and lacking energy throughout the day. Your R column reflects the post-transformation state, with increased energy, improved health, and a positive outlook.

3: REGRET MINIMIZATION FRAME

This third contrast frame variation highlights the consequences of inaction versus the benefits of taking action. You point out potential regrets if action is delayed.

As a financial planner, you can highlight in the L column that ignoring financial planning leads to ongoing stress, unpreparedness for emergencies, and potential losses. In the R column, you can emphasize the positive emotional state of financial security and confidence that comes from a solid financial plan.

In this variation, highlight the emotional and psychological impact of inaction. For business coaches, the L column might highlight the consequences of not investing in professional development, such as stagnant growth and missed opportunities. The R column can showcase the potential for increased revenue, expanded client base, and improved business strategies resulting from coaching.

Versatility to the max

As you can see, the contrast frame is a versatile visual tool that adapts easily to various scenarios — especially selling. Plus, it's simple to draw.

Best of all, this simple visual framework facilitates meaningful conversations and helps prospects see the value in your offerings. Selling becomes enjoyable conversations.

Try it and let me know what you think. It's waiting for you to explore — with one simple line.

❤️ My favorite visual delights

Here are this week’s gems from around the Web for all types of visual thinkers:

🗣️ How to master the art of small talk
​With in-person events more frequent, are you finding you need to brush up on your conversation skills? Here's a guide to having some actually interesting conversations with strangers. Discover what to do if you get stuck, and what to talk about instead of work.

💎 Reshot — free illustrations and icons​
No cost, no attribution, no worries. Choose from 1500+ illustrations and 40,000+ icons to use in any project for any reason. This free collection is brought to you by Envato Elements (a paid creative subscription service).

⚙️ Overcoming Gear Acquisition Syndrome (GAS)​
Do you have office equipment or other tech that you bought and later think "meh" or worse, regret buying? You’re not alone. In this 10-minute video, my Canadian colleague Cat Mulvihill shares how to avoid this syndrome and the key questions to ask that will make future purchase decisions easier and smarter. (You may also enjoy her videos on upgrading your online presentation skills.)

Did you miss these?

Catch up on some recent popular issues of SOLO you may have missed.
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✅ Credibility: Build it or borrow it?​

✅ 3 ways design pros stop the scroll​

✅ Beware this painful solopreneur trap​

✅ Box up a competitive advantage!​​​​​

Want to check out other past issues? Visit the SOLO Newsletter archive.

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Thanks again for being a SOLO reader and coming along on this journey of visual exploration.
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See you next week,