1 · Three angles
40 minFill out the angle sheet three times, for three different pains of the same service.
Done when: you have 3 sheets, each with the pain in quotes, the landing headline, and the opening question.
Lesson 6 · 17 min
One angle from the ad to the salesperson: congruence and selling by asking
A generic ad attracts generic people. When the ad speaks to one pain point, the landing page, the first message, and the salesperson have to speak to that same pain point. And the salesperson opens by asking, not presenting: "juniors sell by talking; seniors sell by asking."
Start the lesson
In this lesson you will
- 1What an angle is and why generic loses
- 2One landing page, with text that changes based on utm_content
- 3Support and sales with the context of the ad
- 4Open the call with a question
Goal: write three angles, each with an ad, a landing page headline, and the salesperson's opening question, all about the same pain point.
01The same angle in four places
Example: "we renovate your property at no cost and become your tenant". Click each step.
Click each block in the diagram to see what it does.
Work several angles, find the winner, and adapt the script to it.
02Generic vs. angle
Examples for the same service.
1. Generic
"Get your hair back. One more summer with confidence."
Nice, but it doesn't speak to the real fear of someone considering a hair transplant.
2. Angle 1
"Hair transplant without shaving your head: in 10 days you're back at work and no one notices."
It speaks to the pain: not wanting to show up with a shaved head.
3. Angle 2
"Hair transplant with flight and hotel included."
On the landing page, the page talks about travel; the salesperson knows the lead came for that.
4. Selling by asking
Instead of introducing the company, ask: "what caught your attention in the ad?".
If the answer is the renovation: "I understand the property is old. Is it rented out today?"
03Simulated call: the renovation lead
Simulated conversation for practice. Choose what you would say; the feedback appears right after.
Owner of an apartmentcame from the no-cost renovation ad
Choose your answer. The comment appears right after, and the conversation continues based on your choice.
04Templates to copy
One block per angle. Three at minimum.
Angle sheet
ANGLE: <short name> utm_content=<short-name> PAIN (in the customer's words): "<phrase they would say>" AD · headline: <phrase with the pain> LANDING · headline: <the same pain + your solution> LANDING · subheadline: <proof or number> SUPPORT · first message: "I saw you were interested in <pain>. <question>?" SALESPERSON · opening: "What caught your attention in the ad?" SALESPERSON · second question: <question that digs deeper into the pain> NEXT STEP: <15-minute meeting, with a date>
Ad link with the angle
https://yoursite.com/landing?utm_source=meta&utm_medium=paid&utm_campaign=<campaign>&utm_content=<angle>
05Practice
Use a real service of yours or a client's.
2 · Simulated call
10 minDo this lesson's simulated call until you reach the top score.
Done when: you reached the "Meeting scheduled" ending with the top score.
3 · Competitor's ad
15 minOpen the Meta ad library, search for your industry, and pick a generic ad.
Done when: you rewrote that ad's headline around a concrete pain.
06Lesson 6 on video
The lesson's mechanism explained in about two and a half minutes.
Lesson 6 on video · 2 min 16 sVideo page with script →
07Quick quiz
4 questions.
Question 1 of 4
You have three angles. Do you need three landing pages?
Correct
One page, with the headline and subtitle swapped based on utm_content, keeps the message consistent without multiplying pages. The generic one loses that consistency.Not that one
One page, with the headline and subtitle swapped based on utm_content, keeps the message consistent without multiplying pages. The generic one loses that consistency.Review: The same angle in four placesQuestion 2 of 4
Which call opening is the one used by someone who sells by asking questions?
Correct
The open question gets the customer to describe the pain in their own words. The others talk about the company or postpone the conversation.Not that one
The open question gets the customer to describe the pain in their own words. The others talk about the company or postpone the conversation.Review: Simulated call: the renovation leadQuestion 3 of 4
Why store the angle in a CRM field?
Correct
Without the angle in the CRM, the salesperson calls with a generic script and breaks the consistency that the ad and the landing page created.Not that one
Without the angle in the CRM, the salesperson calls with a generic script and breaks the consistency that the ad and the landing page created.Review: The same angle in four placesQuestion 4 of 4
"Get your hair back, one more summer with confidence." What is missing from this ad?
Correct
The ad is pretty and generic. The strong angle names the concrete fear of the person deciding: showing up at work with a shaved head.Not that one
The ad is pretty and generic. The strong angle names the concrete fear of the person deciding: showing up at work with a shaved head.Review: Generic vs. angleQuiz complete
You got {a} of {n} right. Get them all right and the lesson is marked as complete.Pick an option. The explanation shows up after you try.
08Summary
The angle is the painA sentence the customer would say.
ConsistencyAd, landing page, support and salesperson talk about the same pain.
One landing pageThe text changes based on utm_content.
Selling by askingOpen with a question and end with a set date.