Hook, story and offer – the secret ingredients to online sales

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It’s often said that the best things in life come in threes.

If you’re looking to create a sales funnel that generates leads for your business, the hook, story and offer framework is a fantastic way of achieving your goals.

In this article, we’re going to take a look at how you can create a hook, story, and offer that your prospective customers can’t say no to.

What is the hook, story and offer framework?

The hook, story and offer framework is a three-part way you can get peoples’ attention and encourage them to convert.

It’s a method for writing engaging copy, not just for sales funnels and landing pages, but for the rest of your marketing channels as well. Emails, social media posts and PPC ads can all benefit from using this system.

With this framework, it’s vital to ensure all three parts work well. If your hook and story are compelling, but your offer is weak, your prospects won’t be interested.

However, get it right and the sales and leads will start rolling in!

Let’s review the three parts in detail and see how they work together.

Step one: Create a compelling hook

The hook is the first part of the content that your prospective customer will come across. You need to make sure it grabs their attention and encourages them to keep reading.

On a sales funnel landing page, your hook will be your headline and the sub-headline. Alternatively, a hook may be the social media post or advertisement that encourages people to click through and read your landing page.

What makes for a good hook? Here are some of our thoughts.

  1. Look at the problems your target audience has. How can your product or service solve these problems?
  2. Make your customer curious. Don’t lay everything out in your hook, just enough so they are tempted to read on
  3. Keep it short and sweet. Given that the average person has an eight-second attention span, it’s essential to make sure every word counts!

Stuck for some ideas? These headlines will get you results:

  • Ask a question: ‘3 reasons why you aren’t getting results from the emails you send?’
  • Sell a benefit: ‘Say goodbye to boring admin work and hello to more free time’
  • Be direct: ‘How to achieve record profits for your business this year without losing your sanity’

A hook doesn’t necessarily have to be just words. A compelling image, video or meme can work well too. Experiment and see what works best for your business needs.

Step two: Sell with a story

The primary aim of your hook is to get people to move on to the second part of the framework – the story.

On a sales funnel landing page, your story will be your main body of text. This step is definitely the most substantial part of the framework!

Your prospective customers need to connect with your story. Ultimately you want your story to make them feel more attached to the product or service you are selling.

Emotion is critical when telling a story. Think of a film or book that made you feel happy, sad, or triumphant. Odds are that the storytelling really resonated with you.

Here’s how you can create a story with a happy ending.

  1. Plan ahead – all stories need a clear beginning, middle and end. Once you have these in place, you can fill in the rest of the details. If you get stuck, we recommend writing the middle part first
  2. Create a hero that your prospective customer can identify with. If they can imagine themselves in the hero’s position, you’re more likely to make that all-important connection
  3. Don’t talk about your product or service and its features. Instead, talk about what your customer can achieve when they work with you. Will they be richer? Happier? Have more time to spend doing the things they enjoy?

Sometimes it can be good to get a second opinion with this part of the framework. Ask someone else to read your story – ideally someone who doesn’t work in your business. Do your words inspire them and make them want more?

Step three: Reel them in with an offer

Your hook and story will have ideally engaged your prospective customer and got them to the final step. This is when you make your offer.

By offer, we mean something that encourages your customer to take action. This can be buying your product or service, subscribing to your newsletter, or signing up for a free webinar or eBook.

Your offer needs to be compelling and concise. Here are our top tips for creating an offer your customers will find hard to refuse.

  1. This is the time to mention all the features and benefits your product or service has. Let your prospective customer know what they will get and the added value they will receive
  2. Provide a sense of urgency to encourage your prospective customer to act – a deadline or saying there is limited stock available can create a fear of missing out
  3. Include one, clear call to action. You need to make the conversion process as easy to complete as possible

How will you use the hook, story, and offer framework to boost your sales funnels?

We hope this article has given you some good insight into how you can utilize a hook, story and offer to compel your prospective customers to act.

Don’t forget that all three parts of the framework are equally important. They all come together to lead your customers to complete your call to action.

Regularly revisit your stats to see how your hook, story and offer are doing. That way, you can see which parts of the sales funnel are underperforming and make tweaks to ensure as many people as possible convert.

Still not sure how to develop a compelling hook, story and offer for your sales funnels? Our team of experts will work with you to audit your existing sales funnel and create recommendations that bring results. Don’t hesitate to reach out.

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