Your customers bite!
Following Russell Brunson’s “hook” concept in the “Hook, Story, Offer” marketing framework, is … the “story.” When a target prospect has bitten the hook (the attention-grabbing message), it’s time to reel them in with an unbreakable storyline. The story is your chance to connect on a deeper level and create a desire for more, ensuring your audience stays engaged so you can land them with your offer.
But not all stories will hold. A weak storyline—spun with hype instead of honesty—snaps under scrutiny. A worn-out storyline—filled with trite clichés or fleeting trends—fails to discern even the slightest nibble of genuine interest. And a reel with no line at all—a story disconnected from your base’s core values—leaves you with nothing at all. To Communicreate℠ effectively, your storyline must be braided with integrity, honesty, and alignment of shared principles. These are the stories that stick, resonate, and ultimately lead a hooked prospect to bite harder.
Real to reel.
A great marketing story does more than entertain; it bridges the emotional gap between your brand and your intended buyers. Here are three reasons why being real is the secret to the best stories:
1️⃣ Core Values Alignment: People connect with brands that reflect their values. A story rooted in mutual principles creates an emotional bond that goes beyond transactions.
2️⃣ Honesty and Transparency: Consumers are constantly bombarded with marketing gimmicks, so authenticity stands out. A truthful, no-fluff story earns trust and builds credibility.
3️⃣ Genuine Care: People want to feel seen and understood. A real story demonstrates that your brand genuinely cares about solving their problems and achieving their aspirations.
What’s the angle?
Addressing an obvious objection early in the storytelling journey allows a qualified lead to focus on more pressing and relevant concerns. The honesty in these campaigns is compelling and memorable:
🙌 Buckley’s Cough Syrup: “It Tastes Awful. And It Works.”
Buckley’s didn’t shy away from the unpleasant taste of their product, instead embracing it as proof of its potency. This blunt narrative stood out in a market filled with sugar-coated alternatives, and their honesty built lasting customer loyalty.
🙌 Volkswagen: “Think Small”
In the 1960s when Americans preferred big cars, Volkswagen acknowledged their Beetle was small and unconventional. This honesty, combined with clever storytelling about efficiency and practicality, won over skeptical buyers.
🙌 Patagonia: “Don’t Buy This Jacket”
Patagonia’s campaign urged folks to reconsider buying their products unless necessary, focusing on reducing waste and environmental impact. This counterintuitive honesty resonated with environmentally conscious consumers, reinforcing Patagonia’s commitment to sustainability, and driving customer loyalty.
Get the net.
In the next part of this series, we’ll dive into the “Offer” – the buyer’s investment and its return in value. But for now, take a moment to reflect on the stories your brand is telling. Are they real? Do they reflect your values? And, most importantly, do they resonate with your audience?
Snagged? Let’s chat.