ITBA
16 Mar 2026 · 0 min
0:23
Tamsen Webster explains the ITBA framework for persuasive messaging: if maps to what people want, then to the action or product offered, and because/and to the supporting principles that strengthen the statement.
Tamsen Webster explains the ITBA framework for persuasive messaging: if maps to what people want, then to the action or product offered, and because/and to the supporting principles that strengthen the statement.
The if is over here on the left representing what people want and the outcome that you are putting there. If you want X, the then is on the right, and that's where your ideas, your product, your service, etc. If you want this, then do that. And then the because and the and are the core principles that hold up and make that if-then really strong.
