Framing the pitch, in baseball, is the catcher's subtle wrist movement at the moment of catch — pulling the ball a few inches toward the strike zone in the umpire's line of sight — to coax a borderline pitch into being called a strike.
The mechanic is well documented in catcher coaching: framing works only at the margin. A pitch that lands clearly outside the zone cannot be framed back in without obvious manipulation, and umpires notice. The art is the small correction on a pitch that could be a strike, never the dishonest sale of one that couldn't.
Brian's marketing application — repurposed from his time behind the plate and later in 📝Ghost Influence — is structurally identical: an offer can be framed to land inside an audience's strike zone, but only when the offer is almost a fit. Stretch the framing on a misaligned offer and the audience sees the stretch; trust collapses faster than the misalignment itself caused it.
The rule that travels: framing is the last tweak, never the whole pitch. If you're framing hard, the offer is wrong — fix the offer or change the audience, not the framing.