Practical Sales Training™ > How to connect with your buyer > Trojan Horse Message
What is it?
A Trojan Horse Message is a strategic way to package your offer in a way that your audience already wants. It’s not about tricking people — it’s about meeting them where they are, using language that resonates with their immediate interest or desire.
Like the legendary wooden horse, it gets you in the door — and once inside, you can deliver your full value.
Think of it as:
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A headline they care about
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With a solution they don’t see coming
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That leads to a transformation they actually need
How does it work?
Most messages go ignored because they’re too obvious, too self-serving, or too vague.
A Trojan Horse Message works by:
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Grabbing attention with a problem, promise, or perspective your audience already relates to
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Reframing the solution in a way that aligns with what they truly need (but may not realise yet)
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Delivering real value once you have their focus
Example:
💬 “Tired of chasing leads? Here’s how to get them to come to you.”
Inside: a system for improving your sales messaging, building inbound funnels, and converting better conversations.
How can you use it?
You can use a Trojan Horse Message anywhere your business communicates:
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In your ads to boost click-throughs
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On your landing pages to keep people reading
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In emails to improve open and reply rates
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On social media to stop the scroll
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In videos or webinars to frame your offer in a fresh way
The goal? Get past people’s mental spam filter with a message they can’t ignore, then deliver what they truly need.
Example
This message uses a complement on my LinkedIn recommendations to then segway into LinkedIn as an acquisition channel to start a conversation.
Beware Leading with lies
See also
