A method of treating a portion of a subterranean formation that includes: providing a water-in-oil emulsion, inverting the water-in-oil emulsion to form a friction reducing treatment solution, and introducing the treatment solution into the portion of the subterranean formation. The water-in-oil emulsion has an oil phase, an aqueous phase and surfactants. The oil phase (O) and an aqueous phase (A) are present at an O/A ratio of from about 1:8 to about 10:1. The oil phase is present as a continuous phase and contains an inert hydrophobic liquid. The aqueous phase is present as a dispersed phase of distinct particles in the oil phase and includes water and a water soluble polymer. The water soluble polymer makes up from 10 to 25 weight percent of the water-in-oil emulsion. The water-in-oil emulsion is inverted by adding it to water to form a friction reducing treatment solution.