Hook, Story, Offer

Russell Brunson’s book Hook, Story, Offer (HSO) is a marketing concept that teaches businesses how to engage and persuade their customers. It is a proven formula that has helped countless businesses increase their conversion rates and grow their assets.

The HSO formula consists of three essential elements:

The Hook: This is the first point of contact between a business and its customer. It should be a headline, a statement, or a question that captures the attention of the customer and compels them to learn more. The hook should be relevant, intriguing, and relevant to the customer’s needs. Financial advisors should start with a headline or a statement that piques the interest of potential clients. For example, they can ask a question related to their area of expertise, such as “Are you tired of worrying about your finances?” or “Do you want to retire comfortably?”

The Story: Once the customer is hooked, the story takes over. This is where the advisor/agent showcases its products or services and explains why they are the solution to the customer’s problems. The story should be relatable and connect with the customer on an emotional level. It should be communicated in a way that makes the customer feel that they are understood and that their problems can be solved. The financial advisor should share a story that connects with the potential client. This story could be personal, such as the advisor’s own journey to financial stability, or a client success story. The story should be relatable and show how the advisor has helped others overcome similar financial challenges.

The Offer: The offer is the final piece of the puzzle. It is the solution that the advisor is offering to the customer’s problems. The offer should be compelling, irresistible, and unique. It should be something that the customer cannot refuse, and it should be presented in a way that makes it easy for the customer to say “yes.” The financial advisor/agent should present a solution to the client’s financial problems. This could be a customized financial plan, an investment strategy, or a retirement planning package. The offer should be compelling, backed by research and data, and presented in a way that makes it easy for the client to say “yes.”

By using the HSO formula, financial advisors can create a marketing message that is both persuasive and effective. They can engage potential clients, build trust, and show that they have the expertise and experience to help their clients reach their financial goals. By focusing on the client’s needs and presenting a personalized solution, financial advisors can increase their conversion rates and grow their business.