Why Your Content Gets Ignored (And How to Fix It With the AUTHOR Framework)
The 'Alice in Wonderland' Effect: Your Guide to Cutting Through Marketing Chaos
Ever feel like you're shouting into a void online? You create valuable content, but it gets buried under an avalanche of noise, drama, and distraction. There’s a reason for this, and it’s not just that the internet is crowded. It's by design.
The "Alice in Wonderland effect" is a manipulation tactic where an entity systematically dismantles your perception of reality with confusion and contradiction.
Once you're disoriented, they offer a simple, controlled "truth" that you'll cling to for stability. Understanding this is key to helping—not manipulating—your audience.
This post breaks down how this effect fuels the chaos your customers face daily and gives you a powerful framework to become their trusted guide out of it.
Here is the full talk we did inside the BraveBrains Mastermind:
What Is the 'Alice in Wonderland' Effect in Marketing?
Think of it as a deliberate two-step psychological play. Shady marketers, fake gurus, and even large-scale political campaigns have used it for years.
Step 1: Confuse and Dismantle Reality. The first goal is to create profound confusion. This is done by overwhelming a person with contradictory information, data overload, and emotional turmoil. Their ability to trust their own judgment is attacked until they feel lost and anxious. They're in free fall, desperately seeking a stable frame of reference.
Step 2: Provide a New, 'Simple' Reality. The manipulator doesn't leave them confused. That chaos creates a vacuum they are uniquely positioned to fill. They step in and present themselves as the only source of truth. They offer a simple, emotionally satisfying narrative that resolves the contradictions they manufactured, providing an anchor in a sea of confusion.
The analogy is stark: when someone is falling from a tree, they'll grab the first branch they can reach, even if it's covered in thorns. The manipulator's job is to push them out of the tree and then hand them a thorny branch.
How Do Social Media Platforms Amplify This Effect?
You don’t need an evil genius plotting in a dark room for this effect to take hold. Modern social media platforms have inadvertently created the perfect ecosystem for it to thrive on a mass scale.
The sheer volume of information is staggering. We’re talking 500 minutes of video uploaded to YouTube every minute and over 1,000 posts on Instagram every second. Gen Z now averages over 7 hours of screen time daily, primarily consuming entertainment.
This isn't just noise; it's an architecture of manipulation.
Engagement algorithms are designed to amplify outrage and novelty, meaning false news spreads 70% faster than the truth. Your feed naturally tilts towards extremes because that's what keeps you scrolling, reacting, and buying. This constant exposure to viral chaos and dark patterns fuels the exact confusion manipulators thrive on.
How Can You Ethically Counter the Chaos?
So, if the game is rigged to create confusion, how do you win? You don't play their game. You become the guide who ends the confusion.
Your job isn't to add to the noise or use these "dark arts" to trick people. It's to recognize that your ideal clients are lost in Wonderland and build a clear, stable pathway for them to find their way out—into your brand's oasis.
While manipulators offer a thorny branch, you offer solid ground. You do this by creating content that acknowledges their pain, demonstrates true understanding, and provides tangible help without the hype. Remember, marketing is about telling people what they want to hear so you can give them what they need. They want a way out of the pain and confusion, and you have the solution they need.
What Is the AUTHOR Framework for Creating a Video That Connects?
To cut through the noise, you need a signal that resonates immediately. The AUTHOR framework is a six-part script structure designed to do just that. It grabs attention, builds trust, and prompts action, making it perfect for an organic video or a paid ad.
Here’s the breakdown:
A - Attention: Start by triggering a pain point with a problem-based question. Get straight to the heart of their struggle. Example: "Are you a coach struggling to find a single new lead, no matter how much content you post?"
U - Understand: Make an observation that shows you get the consequences of their problem. Let them know you've been there. Example: "I get it. It feels like you’re doing everything right, but the silence is deafening and it makes you question if this is even worth it."
T - Tension: Build tension by contrasting where they are now with where they want to be. Highlight the gap between their pain and their desire. Example: "If this continues, you'll burn out creating content for no one. But imagine having a system that brings qualified leads to your calendar every single week."
H - Help Them: Show them how you can help by… actually helping them. Give them a tangible, quick win.
Example: "Here’s a quick tip: Instead of just posting, answer the top three questions your ideal client asks. I'll show you exactly how to find them in this short clip..."
O - Offer Evidence: Provide proof that your method works. Third-party results (client testimonials) are ideal, but statistics work too. Example: "This is the exact method my client Sarah used to book 10 calls in her first week after months of getting zero."
R - Response: Tell them exactly what to do next. Your call to action should be clear and directly relieve the pain you mentioned. Example: "If you want the full cheat sheet on this, download my free guide at the link below and stop posting into the void today."
Frequently Asked Questions
How long should a video using the AUTHOR framework be?
Aim for a script of around 2,000 characters. This keeps the video concise enough to hold attention on social media while giving you enough time to cover all six points effectively.
Do I need a big budget to make this work?
No. You can use this framework for an organic piece of content on your existing channels. The power is in the message structure, not the production budget. Get the script right first, shoot it on your phone, and test it before ever considering running it as a paid ad.
How can I find different angles for my videos? Your brand can always speak to multiple pain points. If you sell a weight-loss program, one angle could be "fit into your favorite dress again," while another could be "have the energy to keep up with your kids." Brainstorm the different emotional outcomes your service provides and create a unique hook for each one.
