In this post, we’ll unpack all you need to know about Hook, Story, Close, defining exactly what it is, explaining the different components, how we can use it to optimise our marketing content and more.
What Is Hook, Story, Close?
Hook, Story, Close is a systematic marketing technique used for influencing potential customers to take a desired action. The process involves three simple steps:
- Hook ― Capture your potential customer’s attention.
- Story ― Tell your potential customer a story.
- Close ― Encourage your potential customer to take a desired action.
If any piece of marketing fails to convert, it is always because of the hook, the story or the close. Firstly, if you fail to capture the attention of your potential customer, you won’t be able to tell them your story. Secondly, if you fail to create a compelling story, you won’t be able to encourage your potential customer to take a desired action. Thirdly, if you fail to create a compelling close, your potential customer won’t take the desired action.
Hook, Story, Close Unpacked
Below we’ll unpack each component of Hook, Story, Close in more detail.
Hook
The hook is designed to capture the attention of your potential customer.
In today’s fast-paced world, you only have a small window (literally seconds) to grab the attention of your customer. Failure to immediately capture their attention and you’ll lose them forever. A strong hook will have your potential customer wanting more. The better your hook, the more attention you will have.
You can hook your potential customers through a variety of different methods. For example, text, audio, images or video.
Once you have captured the attention of your potential customer, you can tell your story.
Story
The story is designed to build rapport with your potential customer.
People don’t buy products, they buy states. In other words, people purchase things because of how those things make them feel and then they rationalise their decision afterwards.
This is your opportunity to create credibility by becoming instantly relatable and explaining why you are most qualified to solve this problem for them. Credibility comes from providing examples of where you have delivered this for yourself or others.
An effective story contains the following:
- Backstory ― What led you to this point?
- Desire ― What is your ultimate goal?
- Wall ― What prevented you from succeeding?
- Epiphany ― What was your “light bulb” moment that triggered your solution?
- Plan ― What did you do to make a change?
- Conflict ― What challenges did you have along the way and how did you overcome them?
- Achievement ― What did you achieve?
- Transformation ― How did it make you feel and what changes did it lead to?
Once you have told your story, you can end with a close.
Close
Thirdly, the close is designed to encourage your potential customer to take your desired action.
You always need a call to action (CTA) in your marketing material.
It is essential that your offer meets your potential customer’s needs. It has to be what the customer wants, not what you think they want.
If you are presenting an offer, the more you increase the perceived value of your offer, the easier it will be for your prospect to commit.
Summary (TL;DR)
Hook, Story, Close is a marketing strategy used for influencing potential customers to take a desired action.
The hook is designed to capture the attention of your prospect long enough so that they listen to your story. The story is designed to build rapport and increase the value of what you are selling. The close is designed to increase the perceived value of what you are selling and to make what you are selling unique to you.
The key to effective marketing is maximising the effectiveness of your Hook, Story and Close.
