Disclaimer: The contents of the book DotCom Secrets, which is referenced to in this podcast, is owned by Russell Brunson of ClickFunnels LLC. You can get your FREE copy of the book, and a 14-day FREE trial of ClickFunnels with the links below.

Secret #2: Hook, Story, Offer.

Let me tell you a story about how Russell Brunson sold his $600 iPhone for more than $100,000 in 10 mins.

There are two ways to be the lowest priced product in your market. One is to decrease price, which eats into your margins. The other, is to increase the value, such that the price seems inexpensive compared to what your customer is paying for. Russell explains that he used the Hook, Story, Offer framework on his audience to sell his iPhone at $100,000. The hook is “in the next 10 mins, someone is willing to pay at least $100k for my phone”. Then, he told stories on how valuable all the assets in his phone are. Then, he made an offer, which is a live auction, starting at $600. And within mins, he was selling his $600 for way over $100k.

So, how can that work for you? Let’s work on things that are actionable.

Hook, Story, Offer. Let’s work backwards and start with the last section, Offer. Brainstorm with your team all the things that you can offer your customers to guarantee success. What are some of the things they wish they had with you? For example, with my shaver store, we are selling extended warranties, replacement heads, and more accessories to guarantee the ultimate shaving experience. If you’re a coach, can you include PDFs of swipe files, templates, and other assets in your offer? The bigger the difference between the value and the price, the easier it is to make the sale.

Now let’s look at Story. What stories can you tell that present the value of your offer stack in the best way possible? Continuing with the coaching example, can you tell stories of how your swipe files helped your clients 10x their revenue? List down and generate all the stories you can, and be actively looking out for new stories to tell.

And finally, let’s look at Hook. A Hook is what stops people from scrolling through their phones. If you’ve listened to the previous episode and understood the concept of the dream customer, then you’ll know what will hook your customers. What kind of headlines will they respond to? What video footage can you put in the first 2 seconds to get your customers to stop and click on your ad? I was once scrolling on IG, when I saw a person sawing a phone on his balcony. I was like “OMG. What?” Turns out, it was an ad for a mobile game app. I’m sure this scroll-stopper was very effective and they must’ve gotten a lot of video engagement.

So that’s it for Secret #2: Hook, Story, Offer. If you got tons of value from just this one episode, you could get so much more with the full original copy of the DotCom Secrets book. The good news is that you can get your FREE copy of the book, and a 14-day FREE trial of ClickFunnels with the links below. If you’ve enjoyed this episode, be sure to share, download or follow this podcast on Spotify, iTunes, or wherever you get your podcasts from, and I will see you in the next episode.

DotCom Secrets:

https://www.dotcomsecrets.com/dotcom-secrets?affiliate_id=3063032&cf_affiliate_id=3063032

ClickFunnels 14-day Trial:

www.clickfunnels.com