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!”