Most. But. Instead.
A 3-line copywriting structure that instantly sharpens your message
Most writers think the hardest part of writing online is finding something to say.
But the real challenge is saying it in a way that makes people stop, pay attention, and remember you.
That’s where the MBI Framework comes in.
It’s a copywriting tool that sharpens your message, reframes assumptions, and makes your words stick.
Let me explain.
The MBI Formula
Most → Show the default belief or behavior.
But → Explain why that approach fails.
Instead → Offer the better way forward.
In short:
“Most people do X. But here’s why that fails. Instead, here’s what works.”
It’s simple. But don’t let that fool you.
This structure injects contrast into your writing, and cuts through noise. Everyone else just says what to do. You, instead, show why the default is broken, and then position your way as the smarter option.
That little jolt of tension is what earns you attention.
Examples in Action
1. RXBar Packaging
Instead of: High-protein bar for healthy people.
Try the MBI pitch:
Most nutrition bars hide ingredients behind jargon.
But people are tired of mystery labels.
Instead, RXBar lists every ingredient in big bold type.
2. SaaS Marketing
Instead of: We help SaaS companies grow with SEO.
Try the MBI pitch:
Most SaaS teams obsess over traffic.
But traffic without conversions is vanity.
Instead, focus on BoFu content that drives signups.
3. Personal Brand Writing
Instead of: I write content that helps you grow online.
Try the MBI pitch:
Most personal brands chase reach.
But reach without resonance is forgettable.
Instead, I write positioning-first content that attracts leads.
Where You Can Use It
The MBI framework is flexible. You can drop it into:
LinkedIn hooks and Twitter posts
Sales decks or cold emails
Short-form video scripts
Landing page intros
Even sales calls when you need to explain your approach fast
Basically: anywhere you want to say, “Here’s why we’re different.”
How to Try It
Start with this fill-in-the-blank prompt:
Most [people in your industry] do X.
But [the problem is Y].
Instead, [you do Z].
Say it out loud. Sharpen the words.
You’ll notice your message instantly feels clearer and stronger.
Common Objections to MBI
“It feels too simple.”
That’s the point. The best copy frameworks aren’t complex, but they’re memorable. If your audience remembers your 3 lines tomorrow, you’ve already won.
“Won’t everyone sound the same if they use this?”
No, because the content inside your MBI is unique. The “Most” is what your industry defaults to. The “But” is your critique. The “Instead” is your positioning. Those ingredients are yours alone.
“Can I really use it everywhere?”
Yes, but adjust the tone. In a LinkedIn hook, it can be bold. In a sales call, it can be conversational. The structure stays the same; the voice flexes.
Final Note
You don’t need complicated frameworks to sound sharp.
You just need a way to show what most people do vs. what you believe in.
That’s what the MBI Framework gives you:
Three lines.
One shift in perspective.
A more memorable message.
Try it today.
And if it clicks, hit subscribe to this newsletter. I share frameworks like these every week to help copywriters and marketers write sharper, smarter, and more effective messages.
This is a great value email/post. Very insightful.