At the Inner Circle mastermind this week, Russell Brunson dissected the hook-story-offer technique that precedes building the funnel. Can you build a sales funnel before you have a hook and a story? Yes. But you might have trouble gaining traction, especially if you’re competing in a red ocean. Red oceans are entrepreneur-infested waters competing for the same pool of customers, whereas blue oceans are a place where few entrepreneurs are swimming in.
However, the important thing to understand about the hook-story-offer is that you could have a terrible offer with a great hook and a story, and you’d crush it. Inversely, however, if you have a terrible hook and story but a great offer, you’ll falter and likely fail. Jason Fladlien says something similar about webinars and funnels. He says that “An exceptional webinar in an average funnel will always outperform an exceptional funnel with just an average webinar.”
What does that tell you? Spend the time on the hook and the story. Yes, the offer is also important. But it’s the hook and the story that’s going to reel prospects in. For example, Brunson used the narrative of fit-to-fat-to-fat founder, Drew Manning. Manning, who was in great shape, went out there and gained a bunch of weight over a 6 month period to better understand what it feels like to be fat. But then he went out there and lost all the weight.
That right there is an incredible hook and story. It’s unique. And, because of that, Manning has experienced a meteoric rise, even though his offer isn’t that good. But when the hook and the story is just so good, the offer is almost unimportant. Effectively, you can sell just about anything when the hook and the story just crush it. Another example is the story of Robert Allen who would always say he could be dropped in any city in the country and buy a home no money down within 60 days. And that’s exactly what he did. His brand has done over a billion dollars in sales because of it.
Those are all great hooks and stories. Without that, your offer will struggle. If you can come up with a unique way to create your hook and story, the rest will fall into place. Since there is so much red ocean out there, this is probably one of the most important points to make before you launch any sales funnel.