Hook, Story, Offer

The secret to generating incredible volume of sales really boils down to these three simple steps:

  1. Get someone’s attention.
  2. Tell them a story that builds belief, emotion, and trust.
  3. Offer something absolutely irresistible that they have no choice but to purchase.

The reason why some people are unable to make sales online is because they suck at one of these things.

If no one pays attention to you, they won’t know about you and what you have to offer. As a result, you won’t make any money.

If you somehow managed to get their attention, but if you fail to create a desire for them to take action, you still won’t make any money.

If you managed to build up their desire to do something about the problem they have, but they don’t see what you offer as the answer then you still won’t make any money.

Those are a simplified version of a sales process, or also called sales funnel. In brief, it is a structured process of qualifying and converting prospects into consumers, who are willing to pay for what you are offering.

If your Facebook Ads are not converting (not making you any money), the problem is likely related to one of these three things:

  • The Hook,
  • The Story, or
  • The Offer

So, if you’re looking for a way to succeed on Facebook with your driving school, you need to master those 3 things.

It doesn’t matter if you have a great offer, if you can’t hook the customer in the first place, then they won’t stop on your Ad to read the offer.

Likewise, if you have a good hook but a terrible offer, then you still won’t convert and get any leads.

The hook, story and offer all have to rely on each other. But in my experience, if the offer sucks, then you’ll never get any leads regardless of how good your hook or story is. Let me go into a bit more detail about each of these areas.

The Hook
We all know that hooks are used by anglers to catch fish. Simply put, hooks are “baited” with things that attract attention so that fish will take the lure. Without a hook, you would have a much more difficult time of catching fish as while you might be able to attract them, you need a way of reeling them in.

The right bait combined with the right hook though. That’s a recipe for success. The bait pulls them in, and the hook keeps them from swimming away and helps you land your prey. The hook is essential as it serves two purposes:

  1. It interrupts people from their regular activities – be that reading, scrolling or surfing.
  2. It directs their attention towards you- your ad, your landing page, or your offer.

The hook lets you pull in your target through a variety of different methods. You can stimulate their attention through the title, a video, an image or even a question in your text.

Imagine going through your feed on Facebook or Instagram and you saw something that jumped out at you. Perhaps a post that talked about “How I made £1 million by working from home” along with a video. You’d probably click the link or read the post right? After all, we’re all looking for financial success.

This is a good hook. It grabs your attention and keeps you focused and looking for more. Hooks are everywhere, you look online and they should be part of all of your interactions. All of your Facebook Ads need to have hooks, or people will just ignore you and scroll on by.

Finding a Hook
Finding a hook that works isn’t easy. However, once you’ve found a hook that works, you’ll be set and you’ll find things to be a lot simpler. Here are some ideas to help you get started –

  1. Look at your hardships. Is there something specific that your pupils find difficult or struggle with? Would it make a good story? Pick the best part of that and lead with it as a hook to entice others in the same place.
  2. Find a story from your past.Can you talk about the success of an ex pupil? Use that and pick a specific element that you can use as a hook to draw people in.
  3. Do something exciting. If you don’t have a struggle to talk about or something from your past, don’t fret. Perhaps this is time for you to take a risk by doing something crazy. How would that pull people in?
  4. Challenge the status quo. Is there something out there that everyone believes in but you know is wrong? Don’t be frightened of poking holes in common wisdom. Perhaps you can use this as a way to bait your hook.

The Story
Ok, you’ve managed to attract your prospects’ attention, but what’s next? Well, from the hook you need to get into the story. The story gives people the reasons to purchase whatever you’re selling (driving lessons). Remember, we buy things emotionally, not logically. We only backup our emotional purchase with logic afterward.

This is why a story is so important. You want to entice your potential pupils with something they can connect to at an emotional level. By bringing on these emotions they are more likely to buy lessons from you.

A story ties to a hook by giving it context and helps bond the buyer and seller together. You’ve probably read a book where you simply don’t care about the title character? If you’re anything like me, you probably ended up putting that book down unfinished. That’s because the author didn’t tell you the right story with the right detail that let you feel something. Selling is an emotional process, so you need to be really good at telling stories.

If you’re interested in learning some secrets from the pros on this, I recommend that you read the books: Dotcom Secrets and Expert Secrets. By reading these books, you’ll get a simple script that you can follow which will guide you to success. Expert Secrets is especially good at showing you how to portray yourself as an expert. This is key in attracting customers as they are much more likely to trust someone with experience than otherwise.

The Offer
If you have a good hook and story, so that the customer is in the right frame to buy, but they don’t commit, then your offer probably sucks.

The Offer is probably the most important part of your sales funnel. You could do terrible at the hook and story, but if you have an amazing offer that people can’t resist then you would still be able to make the sale. It’s important to ensure that your offer really matches their needs. It has to be what the customer wants, not what you think they want.

Hopefully you’ve realised that I’m talking about an “offer” here and not just a specific product. This is because, products are commodities. They are the same from business to business, with prices being the same or similar also. If you’re trying to compete only on price, your margins are constantly going to erode leaving you with less and less profit.

Building a Great Offer
An offer can be explained as a package of products and/or services that is tailored to your specific needs. And because everything included in the package is perfectly for your needs, the perceived value is much higher than buying a product by itself. For that reason, the offer is irresistible for you not to make the purchase.

By focusing on an offer though, you’re changing the argument entirely. You’re removing the competition from the equation and focusing on the differentiating factors.

This is why lots of online sites provide freebies like eBooks etc. These things don’t cost significantly aside from the initial creation. The value to the customers though is quite large. In this case, customers don’t really have to think too long and can easily make a decision.

So, if you’re running Facebook Ads for your driving school and their not giving you the desired result, take a look at your hook, story and offer. It’s likely that one of these three misses the mark, but with some simple tweaks you can make the changes you need to achieve success.

You can see examples of the “Hook, Story, Offer” inside my ADI Marketing Academy.