HOOK. LINE. AND STINKER?
Finalizing Russell Brunson’s “Hook, Story, Offer” marketing framework, the “offer” is the last, critical step. After grabbing their attention with the hook and reeling them in with a strong, authentic story, the offer is the moment where trust meets action. This is where your proposition ensures the sale doesn’t slip through your fingers—but it’s not just about netting a sale. The offer should secure mutual commitment between the customer and your brand.
However, a rotten or mismatched offer can leave your audience unimpressed and swimming away. To Communicreate℠, your offer must be more than a transactional pitch—it should honor the rapport you’ve built with your hook and story. The right offer doesn’t just solve a problem; it establishes attachments that leads to relationship and customer retention. Every great offer must consider three catches:
1️⃣ The catch: Everybody asks, “What’s the catch?” Be honest and clear about conditions or limitations. Instill confidence by keeping your offer simple and reasonable.
2️⃣ Their catch: Every customer wants to know, “What’s in it for me?” The offer must align with core values, make promises you can deliver, fulfill emotional needs, and ensure it resonates beyond the transaction.
3️⃣ Your catch: Every business demands, “What’s the return?” A great offer delivers ROI, fosters loyalty, and turns customers into brand evangelists.
No limits!
Great offers don’t just meet expectations. Great offers exceed expectations, delivering psychological and tangible ROI to your customer. These offers work because they align with the audience’s needs and aspirations, while tying meaningful connections. The result isn’t a one-time customer—but, rather, a loyal enthusiast for your brand.
Examples of great offers that catch and don’t release:
🙌 Netflix: “One Month Free Trial”
Netflix’s free trial became an industry standard, allowing prospects to try the platform risk-free and converting them into long-term subscribers.
🙌 Apple: “Back to School”
Apple’s annual campaign offers discounts on MacBooks and iPads for students and includes free AirPods, making education-focused buyers feel valued year after year.
🙌 Wendy’s: “Free Frosty Key Tag”
Customers could purchase a $2 Frosty key tag and get a free Frosty with every visit for a year, creating recurring foot traffic and an army of “Wannie’s”.
By exceeding expectations with risk-free trials, added perks, or low-cost loyalty rewards, these brands turn simple offers into strategies that drive purpose, nurture trust, and inspire community.
Landing the lunkers.
Your hook grabbed their attention. Your story kept them connected. Now, your offer lands the deal. But the best offers do more than catch. The best offers spawn champions who stay with you and cast their own lines to reel in others for your brand. And that’s a trophy keeper.
Did I catch YOU? Let’s chat.