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Hook, Story, Offer : The Blueprint to Marketing

Before we get started talking about offer hacking, sequencing, the psychology of eCovers and creating your first product… we need to cover what it is that even makes sales funnels successful.

That way, when you’re doing these tasks after learning about them, you know what to look out for.

Hero´s_Journey

Hook: Catching Attention

There needs to be what is called a “hook” to grab attention. What is going to be curiosity provoking and make them compelled to click your ad or link or give you their email? What is the pattern interrupt that stopped you and made you read? These often serve as the headline as well. 

Certain hooks are labeled “clickbait.” We all know those clickbait titles. The title in my example sales funnel would definitely be considered clickbait. “HOW ONE NEWBIE BANKED $11692 IN 2 DAYS WITH NO PRIOR KNOWLEDGE”.

Love them or hate them, “clickbait” headlines do work! The objective here is not to lie or fool the consumer; the offer does need to be true. The goal is to make it so intriguing they need to know more. We want to entice them to move on to the next stage.

Story: Epiphany Bridge or Hero's Journey

Now that you have an amazing hook and you got some people to click on your title, what’s next?

You need to give them a compelling story about what you’re going to offer. It usually starts out with a personal struggle detailing how those obstacles were overcome. This is often done with an epiphany bridge or hero’s journey.

Those are two concepts that I will have to cover at a later date and can definitely be full posts themselves.

Offer: Make it irresistible

At this point, you have hooked them in and given your customer a story that takes them through the emotion and pain of not being able to draw murals, for example.

You’ve walked them through your epiphany of needing training to learn how to make a good mural. Now is the time for you to offer to teach them how to paint a mural.

Keep in mind that your goal is to make the offer irresistible. Think back to those infomercials you would see on T.V…“But wait, there’s more!”. The idea is the same, add in relevant bonuses to your mural painting tutorial.

Some quick ideas for that could be a list of the materials you use, best practices, best complementary color pairings– the list is indefinite.

You can offer anything that someone who purchases your product would also benefit from.

Offer Hacking - Learning From Others

Once you have determined what you’re going to be selling, you should be offer hacking, i.e. doing research. What that entails is looking for other sales funnels in the same or a similar niche as you.

For this example, let’s say that we are looking to sell an eBook teaching others how to paint murals. I would begin by searching Google for keywords related to painting murals.

With this search, we see there is a video that comes up showing us how to create a mural. Google then gives us the suggested questions such as:

  • What kind of paint do you use for wall murals?
  • Can I paint a mural with acrylic paint?
  • How do you make a mural?

These are great questions that a lot of people are looking for answers to also. This is a great place to start if looking for what kind of content you should be creating.

With this quick search, we found two new questions and a variation to our question. These are good to note down in a sticky note or word document while you are doing your research. 

But back to offer hacking, go through the different search results and look for different sales funnels. You should already know what a sales funnel is and what it looks like from yesterday’s post. If you didn’t see yesterday’s post, be sure to check out what a sales funnel looks like and their importance. 

Find 10 or more sales funnels that you like. Sign up for their product (you do not have to do this on your main email account) and take note of a few things:

  1. What was the hook that lured you in?
  2. What did they offer in exchange for your email address?
  3. What was the story and what emotion did it evoke?
  4. What was the offer and bonuses associated with it?

Do this for 10 or more funnels to get an idea of what is being offered in your niche. This will later make creating your own hooks, story and offers a lot easier later.

Funnel Graphics

Creating Your First Offer Stack

Now that you have 10 or more sales funnels picked out. Start looking at the offers they have and what their bonuses are. Take note of what others are offering that you could also offer and what others are not offering that you could to make the offer even better. An offer stack will look something like this

  • Core Product – Tutorial How To Paint Murals 5 Video Series
  • Add-On Product – List of the best mediums to paint on
  • Bonus #1 – Color Wheel 
  • Bonus #2 – 7 Page eBook: How to use the color wheel
  • Bonus #3 – Mural Painting Methods (Tips and Tricks for Creating Large Scale Artworks)

And the bonuses can go on and on. The more you can come up with, the better. Make yourself an offer stack. If you were to sell your service what would you offer as the main product and what would compliment those as bonuses? Come up with more than you think you could use, because they can be used later for other giveaways or products in the future.

Stackable Slide

Offer Sequencing

Now that you have a bunch of offers to model from, along with your own set of offers you could give, you must next figure out the sequence to present those offers.

Remember in the last post, we talked about the squeeze page, sales page and OTO (one time offer) page. Now we need to determine, based on the offers created, which will be your free giveaway, core product, addon, bonuses, and lastly, the one time offer upsell. While this is completely up to you, the best practice is to put your BEST bonus as the free offer on the squeeze page.

Offer Sequencing

Secret of eCovers: Make It Look Tangible

Once you have determined which offers are going where, you will need to give your offers catchy names. “Mural Artists Must-Have Acrylic Paint Selection Guide” as an example. Each one of the offers needs to have its own name, because we will need to create 3D mock ups and eBook covers for them.

There needs to be a real looking book or something that looks tangible for the offer. Look at these two images below. Notice how the left image is nice looking but it doesn’t look real, whereas the picture on the right looks like a physical product. Even though it’s just an eBook. It is super powerful when someone is looking at your offers that they feel they’re about to get something physical.

Creating Products: The Greatest Part

Last thing for you to do here is create the product and bonuses. There are no wrong ways to create the material. They can be videos, eBooks, audio books, flyers– really anything. I would recommend a little variety so that you are not just offering 10 eBooks to your buyers.

Some people may like reading, some are more visual, and others like listening to audio on the go. A variety of media types in the offer makes it more interesting to create and for the consumer. You could create all of the products yourself or hire them out. I prefer a mix of the two.

put it all together

So get started with offer hacking so you can then create your first offer stack. Keep in mind, this type of research can take some time; please do not think you will find other sales funnels sitting down for ten minutes. Some niches are very difficult to find sales funnels for. Keep at it, and once you start finding them, they’ll be a lot easier to spot. 

1 thought on “Hook, Story, Offer : The Blueprint to Marketing”

  1. Pingback: Best Way To Build Sales Funnels Fast – Talking Entrepreneurship

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