Sacred values are not only religious. Take a family for whom cooking and eating together every evening is sacred: the heart of their week, not a chore to optimise away. You run a meal service and you would like them to try it.
How to play: tap each approach to see how it lands. Only one truly works, and it is not the one with the best facts.
Their frame: the shared evening meal is a value they hold as non-negotiable, not a preference and not up for trade. Which approach actually reaches them?
A frame is not an argument you win fact by fact. Facts that clash with it bounce off, attacking it entrenches it, and sacred things cannot be bought. What works is fitting the message to the frame, connecting to a value the person already holds, carried by someone they find credible because that someone visibly shares their world. This is how worldviews work, religious and secular alike: to reach people you have to understand and respect the frame, not just marshal the facts. One honest caveat, because it matters: these are the same levers a manipulator uses. Respecting a sincerely-held frame means communicating within it truthfully, and never manufacturing a sacred threat or weaponising what people hold dear.