How to Hook Your Audience

Hook -> Story -> Offer

This is the advertising framework to get people’s attention, drive traffic and make sales online.

Throw out an attention grabbing hook.
Tell them a compelling story that builds desire for your product.
Make them an offer so good they feel silly saying no.

In this post I’m going to give you 3 hooks (and follow up stories) you can use to do that for your own offer today!

Let’s get to it …

THIS LITTLE MISTAKE COST [TARGET CUSTOMER] [EXPENSE]

Chauncey Depew, an American attorney, businessman, and politician, once said, “I would not stay up all of one night to make $100 but I would stay up all of seven nights to keep from losing it.”

In short, people will fight tooth and nail to avoid losing something that they already own – even more than they’d fight to acquire something of equal or greater value.

This hook makes the reader wonder, what mistake was it? Am I making it without knowing? Can I afford to lose $3,000 a year – or more?

When should you use this hook?

Use it when your product helps your [Target Customer] avoid an unnecessary [Expense]. Even if your product helps other people too, it’s important you target a specific type of person. It has to feel relevant to them:

This Little Mistake Cost Someone $3,000.

This Little Mistake Cost A Digital Marketing Newbie $3,000.

Which one would you click?

What story should you tell?

Tell the story of how someone like your [Target Customer] lost out by not avoiding the mistake. Then the story of how that person fixed it or someone else avoided it using your product.

Examples:

This Little Mistake Cost a Single Mother $400 a Month
This Little Mistake Cost a Retired Couple Their $700,000 Home
This Little Mistake Cost a Web Developer Four Months
This Little Mistake Cost One Plumber His License

ARE YOU EVER [UNDESIRABLE FEELING] IN/AT/ABOUT [SITUATION]?

Do you struggle with X? Are you familiar with the heartbreak of Y? This hook is familiar to all of us, because it’s so effective. In one fell swoop, it calls out the audience, describes their deepest problem, and hints at a solution to be found.

This hook asks a question the reader desperately wants an answer to. It stirs up curiosity as well as “twists the knife” – i.e. exacerbates the problem in the reader’s mind. It also lets them know they’re not alone. This hook understands them, it gets their biggest insecurity. And maybe – just maybe – reading more will give them the solution they’ve been looking for.

When should you use this hook?Use it when your product removes an [Undesirable Feeling] about a [Situation or Experience]. It must be painful and on their mind, no half measures:

Are You Ever Worried Your Ads Won’t Convert?

Are You Ever Worried Your Ads Are The Wrong Color?

Which one would you click?

What story should you tell?

Tell a hero’s journey that’s from your own experience or a customer of your product. Someone that went from having the problem to not having the problem because they discovered and used your product.

Examples:

Are You Ever Self-Conscious About Your Nose?
Are You Ever Talked Over in a Conversation?
Are You Worried About Tax Increases?
Are You Always Passed Over For Promotions?

WHY SOME [ITEMS] “EXPLODE” [CUSTOMER’S THING]

“Why Some Foods “Explode” In Your Stomach” – face it, you already want to know what this hook will go on to explain. In just a few words, this relatively simple hook accomplishes a hell of a lot…

“Why” incites curiosity, but even more importantly, distracts readers’ expectation of being sold to when they see a hook. They click because they expect an interesting explanation, not a boring, high-pressure sales pitch. “Some foods” is vague enough to speak to a universal experience, but you could even use this part to qualify your prospects (by narrowing it down to “vegan foods” to target vegans). “Explode” is a power word that leads on to the pure curiosity of “in your stomach”. How do foods “explode”? Is it dangerous? Or fun? Am I eating those foods?

When should you use this hook?Any time there’s an industry myth you can debunk or competing products have negative side effects you can call out. Make sure the myth or side effect is compelling to your target customer.

What story should you tell?Tell the story of someone that suffered the issue. Agitate your prospect’s pain by making them see how bad it was through the person in your story. Then move to how it can be avoided with your product.

Examples: