Paraprosdokian: How to Use Surprise Sentences to Sell More

What is a Paraprosdokian?

A paraprosdokian is a sentence or phrase that takes an unexpected turn at the end. The word comes from Greek, meaning “contrary to expectation.” You start the sentence one way, leading your audience in one direction, and then flip it unexpectedly to grab attention, make them think, or trigger emotion.

In sales communication, paraprosdokians can be a powerful tool. They break patterns, engage your audience, and make your message more memorable — all crucial elements when you’re trying to influence buying decisions.

Famous examples of paraprosdokian include:

• “I want to die peacefully in my sleep, like my grandfather. Not screaming and yelling like the passengers in his car.”

• “The last thing I want to do is hurt you. But it’s still on the list.”

They work because the brain enjoys surprise and resolution. That makes paraprosdokians a secret weapon for sales messaging.

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How Does Paraprosdokian Work in Sales?

In selling, attention is currency. If you don’t have their attention, you don’t have a sale.
Paraprosdokians work by:

• Disrupting expectation: Your buyer anticipates one outcome, and you give them another.

• Creating memorability: Unexpected phrasing sticks. People remember what surprises them.

• Triggering emotion: Laughter, curiosity, even a slight jolt — emotions that help drive buying behaviour.

• Positioning authority: If you can make your audience think or laugh, you demonstrate control of the conversation.

Used well, paraprosdokian sentences can:

• Open a cold email

• Hook an audience in a pitch

• Make social content more shareable

• Simplify complex ideas

• Make objections easier to handle

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How Can You Use Paraprosdokian to Sell?

Here are practical ways to apply paraprosdokian in your sales messaging:

1. Attention-Grabbing Openers

Use them in subject lines, headlines, or opening statements. For example:
“Selling isn’t about pressure. It’s about making them want to say yes before you ask.”

2. Objection Handling

Flip resistance with humour or unexpected reasoning:
“You’re worried it won’t work? Good — that means you’re serious enough to care if it does.”

3. Pitching Benefits

Highlight your USP with a twist:
“We don’t deliver faster because we cut corners. We deliver faster because we’ve eliminated them.”

4. Social Media & Content

Boost engagement with shareable, thought-provoking posts:
“People don’t buy because they understand you. They buy because they feel understood.”
(This is actually paraprosdokian in structure — familiar in your own Clear Sales Message™ work.)

5. Call to Action

Even your CTA can benefit:
“Don’t book a call if you want things to stay the same.”

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Why Paraprosdokian Is a Sales Skill You Should Master

If you’re serious about improving your sales communication, learning how to use paraprosdokian sentences can give you an edge. They help you:

• Grab attention in crowded markets

• Deliver a clear sales message with emotional punch

• Make your words more persuasive and memorable

• Overcome buyer resistance with unexpected logic

By combining clarity with surprise, paraprosdokian becomes a simple yet highly effective way to communicate to sell.

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Quick Paraprosdokian Examples for Sales