EVERYONE AT THE PARTY LAUGHED WHEN I SAT DOWN TO PLAY THE PIANO

THE SECRET TO MAKING PEOPLE LIKE YOU.

ARE YOU EVER TONGUE-TIED AT A PARTY?

HOW TO WIN FRIENDS AND INFLUENCE PEOPLE.

DISCOVER THE FORTUNE THAT LIES HIDDEN IN YOUR SALARY.

THOUSANDS HAVE THIS PRICELESS GIFT—BUT NEVER DISCOVER IT!

These are some of the best ad headlines ever written (based on sales results).  A great copywriter will spend hours crafting and re-crafting their headlines.  In ads, the headline is everything.

In the same way as the subject line in an email is everything.

So why don’t we spend as much time crafting the headline of the sales conversation?

It’s a fair question don’t you think?

I began to wonder if we could structure a sales conversation in the same way as we create a high-performing ad, and I came to the conclusion that you can, because they both do the same thing.

Ads and sales conversations are tools of conversion.  Their job is to convince others that they need to make a change and that change should incorporate what you’re selling.

If you study great ads, you’re really studying the structure of a great sales conversation.