Sharp Hook. Wrong Bait?
Russell Brunson’s “Hook, Story, Offer” framework emphasizes the power of the “hook.” What is the hook? It’s a strategic marketing concept—a carefully cast attention-grabber. Its strategy requires that the cast be made with perfect aim to a very specific audience. The hook’s purpose is to stop them in their tracks, spark their curiosity, and get them to bite so you can reel them in with your story.
Yes, chumming out flashy, fancy tidbits to make a big splash is easy. Even novices can do that. But to captivate your potential customers and stimulate them to act, your hook needs to be baited with a message they can’t resist. The best hook must lead to something substantive—and that’s where using bait that Communicreates℠ gives your prospects something to chomp into.
What makes irresistible bait?
The most alluring bait smells and tastes like the real thing; it must deliver meaning and value. Here are three key ingredients of bait that catch (and keep) your audience hooked:
1️⃣ Core Values Alignment: Reflect the values of your business that resonate with your audience’s principles.
2️⃣ Exceptional Transactional Value: Clearly communicate the benefit or outcome they will receive.
3️⃣ Customer-focused Pain or Pleasure: Address the challenges they want to avoid or the aspirations they wish to achieve.
A message that aligns your core values with your prospect’s core values, provides exceptional transactional value, and promises to deliver on expectations is what nets ROI for both you and your customer.
Have you been caught?
Have you ever been hooked by an irresistible message, reeled in by a gripping story, and caught by a brand’s promise—and find yourself genuinely satisfied with the experience? Perhaps by:
🙌 Amazon: Hooked with convenience, baited with Prime perks, and delivered with lightning-fast service.
🙌 Starbucks: Hooked with consistent coffee, baited with loyalty rewards, and delivered with a cozy atmosphere.
🙌 Tesla: Hooked with sleek design, baited with innovation, and delivered with top-notch performance.
Great bait not only captures attention but also builds trust, leading to long-term loyalty.
Landing It.
The hook concept—when paired with ideal bait—is only the beginning. Storytelling is the line that keeps your audience engaged and guides them toward the offer. In the next blog of this series, we’ll explore how to craft compelling stories that intrigue your audience and prepare them to strike.
Hooked? Let’s chat.