🍿 Hook > Story > Offer

The simple 3-step framework for selling ANYTHING online

Author

Dyani Janga
January 24, 2025

Russell Brunson charges $100K for a day of his consulting. When he comes in and looks at your marketing, he will tell you there’s something wrong with your Hook, Story, or Offer. It’s never anything else than that.

Why?

Because H.S.O (Hook, Story, Offer) is the foundation of all your marketing.

Drill this framework in your head, because you will use it… a lot! 

Let’s go over it, shall we?

🍿 Hook > Story > Offer

Source - Clickfunnels

🪝 Hook:
A hook is the initial attention-grabber. Its design is to capture your audience's interest quickly.

It needs to be something compelling or extremely intriguing.

Let’s say you had a business selling healthy dog treats, you could hook prospects in with a hook like this 👇🏽

WILD DETAILS EMERGE ABOUT NEW DOG TREATS MAKING ADULT DOGS LIVE AN AVERAGE OF 2 YEARS LONGER THAN LIFE EXPECTANCY

If I had an elderly dog I loved dearly and came across this hook, my first impulse would be to stop everything I was doing to check it out.

That’s the hook - It gets people to pay attention.

🍿 Story:
After hooking your audience, you tell a story that resonates with them so they continue listening to what you’re telling them.

Going back to the dog treats business, here’s an example 👇🏽

It’s sad but true: The average dog only lives to 10-13 years old.

And between me & you, I know your dog is more than just a pet—they're family. It's devastating and confronting to think about how little time we truly have with our loyal, furry friends…

Every joyful wag, every cuddle, every sad moment transformed into happiness by their presence—they mean the world to us. But the thought of saying goodbye too soon is something we all fear.

Your story should be relatable and emotionally engaging, helping to build a connection with the viewer.

It's about exposing and agitating pains & fears. As you can read in the story section above.

🎁 Offer:
Now they’re engaged and invested in your story, you make them an offer.

The offer should be clear, compelling, and perceived as highly valuable.

It’s the solution to the problem or need highlighted in the story, and it should feel like an irresistible opportunity for the audience.

Example👇🏽

Now imagine giving your dog the gift of more time.

Because after countless days & nights in the lab, we can finally, happily, announce the delicious Longevity Boosting Dog Treats. These snacks are designed to help your beloved companion live a healthier, longer life.

Don't wait to make a difference in your dog's life. And give them the chance to stay by your side for more adventures and more love.

You can press on “Learn More” and get a month worth of free samples to see if these are the right snacks for your furry best friend.

Look, I don’t know about you—but after reading this, I want to get my hands on these “Longevity Boosting Dog Treats.”

→ And I wrote the damn advertisement…

🔑 The reason the prospect would click learn more, is to get a month of FREE samples for their dog.

why wouldn’t they… it’s free!

This is a strong example of the HSO framework at play.

But let’s say the advertisement wouldn’t work, I could check the analytics to see where people are falling off and adjust either my Hook, Story, or Offer until it DOES work.

👞 Today’s Action Step:

Look at your current communications, and look at ways to improve it by following the HSO framework.

📖 Today’s Book Bit
Russell Brunson

Every great sales funnel starts with a Hook that grabs attention, a Story that builds connection and trust, and an Offer that compels the audience to take action. The Hook pulls them in, the Story engages them emotionally, and the Offer gives them a reason to act.
Book: DotCom Secrets

The great marketer, Russell Brunson preaches this framework all of the time, he does it in ALL of his books, webinars, and even to his $100K consulting clients!

🚿 Today’s Shower Thought

Because of AI video generation. Throughout the entire thousands of years
of human history, “video proof” is only gonna be a thing for around a hundred years.
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