They All Did Unpleasant Things...Headline Formula

They All {Did Unpleasant Thing} When {Unexpected Thing}, But When {Ideal Result of Using Unexpected Thing}! Selling stationery example: “They all looked at each other when I said I’d host the shower, but when they saw the invitations!” Selling art school example: “My dad didn’t say a word when I told him I was going to art school. But when he walked into my gallery!” Starting your own business example: “Everybody scoffed when I applied for a patent, but when I made my first $100K!”