Start by answering "What's in it for me?"Talking PointsIs it lead or lede?What does it mean to bury the lead?Burying the lead in conversationUsing the pain point as your headlineKnowing when to ask the questionLetting the audience know what’s in it for themConversational emails that aren’t about contentBurying the lead means you’re not exhibiting authority and confidenceMaking sure that you’re being clear for your audienceChoosing the right audienceQuotable Quotes“Burying the lead in a conversation is just as bad an idea when you’re having a sales conversation as it is on your website.” –RM“If you know what your ideal buyer's pain is, and you can just say ‘hey, do you have this pain?’ That’s the headline.” –JS“If you do nothing else before a conversation, an email, a point on the website, the way you’re restructuring your website, you just ask from your viewer’s perspective, “what’s in it for me?” What do they get from this page?” –RM”You want to find the perfect language that will resonate with the people who you’re trying to reach, right? Well then you’re going to have to decide exactly who you're trying to reach.” –JS