Hook, Story, Offer

I learned this a few years ago as a method of creating good marketing.

• First, you gotta ‘hook’ people’s attention (you have about 7 seconds)

• Then you have to tell a story that (hopefully) connects to their heart

• Then you get to make an offer

I’ve realized now that this is actually the way to communicate anything to anyone. If you want me to listen to your story, you gotta hook my attention first. You could argue that it shouldn’t be that way - but it is. We’re all bombarded constantly with 100,000 messages a day. We’ve developed a numbness no matter how much we want that not to be true.

You can use this concept to your benefit and be way more effective in the way you communicate with others in business and in your personal life as well. You’ll get way better results!

As entrepreneurs, think ‘elevator pitch’. We always need to be ready to explain what we do very quickly. The first few seconds is critical there as well.

Try this out a few times this week…

What can you say in (literally) 5 seconds that will get me to stop and listen to the rest of it. Try this with a timer or stop watch app. 5 seconds is fast! Maybe 10 words? You better choose every single word carefully.

Then, how can you tell the story with just the right amount of detail and emotion. Too much and you’ll lose me again. Too little and I won’t get connected to the heart of the matter.

Only after all that will you get me (or anyone) to take the action you are hoping for. THEN and only then will you consistently get the result you were looking for.