Hook, Story, Offer: Start Implementing Sales Funnels into Your Business

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You’ve been hearing about it everywhere. You’ve been listening to people’s success stories that happened almost overnight. Companies scaling to millions of dollars per month and regular people leaving their corporate jobs and impacting thousands of others.  

And all of this makes you wonder: “How the hell have they done it?!”  

Well, the answer is in the title. People have used sales funnels to reach out to thousands if not millions of people quickly and then turn them into their long-term loyal customers.

But how?

Hook, story, offer?

What are these anyway? How do they work? Will it work for me and my business? 

I’ll answer these questions and much more later on. By the end of this article, you’ll not only know what a sales funnel is but also see some of the examples and figure out which type will work for your business.  

So without any further to do, let’s start! 

What is a sales funnel

Although being there for a long time, sales funnels really started trending in the digital age. There are a lot of definitions of the online sales funnel but I’ll tell you the most simple one.  

Hook, Story, Offer

Sales funnel is a process of turning a complete stranger into your long-term loyal customer.  

Basically, a funnel is a collection of steps. And after every step the visitor goes through, they are more and more likely to become your customer. The visitor goes from a person that has never heard about you or your brand before to liking and trusting your brand and buying everything you have to offer.  

Sales funnel is not a business. It’s just a part of it. It’s a revenue stream that makes sales for your business automatically. It’s like having the best salesperson you could ever possibly hire close sales for you, 24/7, without ever complaining or taking a break.  

And it works by hooking a person up and grabbing their attention, telling them a story and then offering them your product.  

Which brings us to…

How does a sales funnel work: hook, story, offer 

Whenever most people hear of a term ‘sales funnels’, they think it’s about Facebook ads, landing pages, coding, sales calls, fulfillment etc. All these things get them overwhelmed or even scared and they end up ignoring sales funnels and not implementing them into their business.  

And as a result, they miss out on a ton of potential customers and money.  

But the thing is, these are all the technical stuff. And the technical work is actually pretty easy, believe it or not. With the right tools, resources and inexpensive freelance markets, you can take care of most of the technical work yourself and also hire some people to do the rest of the stuff you just don’t get.  

When you go deeper, a funnel consists of 3 main components. And those are Hook, Story and Offer. Coming up with these 3 is the hard part. So, what are they? 

A hook is something that grabs people’s attention and makes them read your story. The goal of the story is to trigger emotions within the reader. People buy based on emotions, not facts or features of the product. And once you finish your story, you’ll make them an offer. 

And don’t worry, I’ll cover each of these deeply in just a moment. But when you think about it, it makes a lot of sense.  

When you’re scrolling through Facebook and see an ad. You stop to read it because of the catchy image/video and headline. That’s the hook. The seller tells you a story and makes you an offer as to what you’ll get when you click on ‘Learn More’ or ‘Download’.  

When you land on a landing page, a catchy headline is a hook. The freebie somebody is offering you is an offer.  

On a sales page, a catchy headline and a video usually will make you stick and read a typically longer story. Then you’ll see an offer at the end.  

Does this make sense? 

So let’s cover each of these so that you can get an even better understanding of what I am talking about. 

Offer – where it all starts


I remember my professor at school giving some ‘business advice’ saying that the only way you’ll ever get customers in business is if you have the lowest prices in the market. And this is what most people believe. 

Let’s take a, for example, protein powder. The value of that protein powder is, let’s say, $50. I’m not that knowledgeable about them so please don’t judge if I over/undervalued them. But, let’s pursue this example.  

A typical marketer would lower the price till he/she becomes the lowest-priced seller in the market. Pricing the protein powder at $20 and offering the ‘best deal’.  

But what if that is not the best deal?  

What if you could offer the best deal for $100? Do you think you could do that? 

But why would you do that in the first place?  

Having low prices will provide you with small, if any, profits. This means that you will have little to no money to reinvest back into your business, scale and also fund your dream lifestyle.  

Being the expensive seller, on the other hand, will provide you with better business and better lifestyle. But how? How do you sell a product for above its actual value?  

You will do that by creating an offer around the product. An offer like “If you buy this thing from me, you’ll also get this and this”. What you will do is add free extras that increase the value of the actual offer, therefore allowing you to raise your prices. 

Let me explain it to you.  

Sticking with our protein powder example, you could set up your offer in various ways. Maybe you could add a 60 Day Nutrition Program to Completely Changing Your Physique.  

60 days to completely change the way you look for the better, providing you with much healthier and overall better lifestyle? There is a lot of value in that, let’s say $500 minimum.  

Adding that to our protein powder makes the value of the offer go from $50 to $550. So the price of $100 seems like a good deal.  

‘Aha’ moment? Great, let’s move on! 

Story – it’s about emotions, not facts  

There is a saying,  

Facts tell, stories sell!  

What does this mean?  

Remember the time when you were just starting out. Before you were an expert and were you just a normal human being.  

Eventually, something happened that got you excited about the thing you’re doing now. You’ve spent months if not years studying and working on yourself and then – your life was transformed. You’ve succeeded and accomplished your goal. And now you want to impact other people’s lives. 

Now, what most of people do at this point is sell features of their thing. They tell how the product works and what are the features. This is a wrong approach.  

Think, what sold you on the concept? What got you excited? Your story should be about that, not the product’s features. Tell who were you before you’ve got into your thing, what goals did you set, what obstacles have you encountered along the way, what internal struggles you had?  

The job of your story is to trigger emotions within your reader. What you are selling is a transformation, not information.  

Hook – getting attention 

Attention has become the world’s most valuable currency. If you can keep someone’s attention on the story you have to tell, you’ve won the game. 

But how do you come up with a hook?  

Your hooks come from your story. In your story, there are dozens if not hundreds of hooks.  

Sharing a part of your story that will intrigue the reader and make them read the rest.  

“I still remember that night when I was crying in my room, laying in a bed I could barely fit in.

Yeah, that’s how overweight I was!”  

This is a possible hook that we could use for our protein powder example.  

Get it?  

Most of the information in this post comes from the One Funnel Away Challenge. It’s a 30 day step-by-step program that teaches how to launch your first (or next) sales funnel.  

Buying this program was the best investment I’ve made so far in myself and I highly recommend it to you to if you’re serious about launching a funnel.  

You can check my review of the challenge by clicking here

Will a funnel work for my type of business 

I’ve been talking to many people in the online industry who have said that they ‘don’t need’ a sales funnel for their business because they have a ‘better way’ to do things. Or they are simply overwhelmed or afraid by a single thought of creating a sales funnel.  

Yes, I understand this completely. But the truth is, once you understand the fundamentals (the ones I am explaining in this post), it is a lot more simple. It’s easy to take care of the technical stuff once you figure out how funnels really work.  

So, will it work for you?  

Funnels can really work for any type of business. The are plenty of people from various industries such as real estate, eCommerce, local business etc that have implemented funnels successfully into their business.  

It really depends on you and your determination to really make things work. Not just with funnels but anything in life in general.  

How to start implementing funnels? Continue reading.  

Different funnel types and how to know which type will work for you 

Current funnel builders are segmented into 10 markets. 

  • 1. Agencies or Freelancers
  • 2. People selling information products
  • 3. People selling eCommerce products
  • 4. Coaches or Consultants
  • 5. Network marketers
  • 6. Local businesses 
  • 7. Business-to-business (B2B) companies
  • 8. Bloggers or Affiliate marketers
  • 9. Non-profits.
  • 10. People who are just getting started

I assume that you probably fit into one of these categories. And again, whatever business you are in, there is a funnel for that.  

But how to know which type of funnel is the best for you?  

How to sell anything with a sales funnel

There is a very simple process for figuring this out. And that process is called funnel hacking.  

Funnel hacking means modeling the funnel from a competitor (and I mean, the entire funnel).  

You know a lot of competitors in your market. Find one that is doing really well and go through their funnel.  

And I mean, till the end. Watch their ads, their landing pages. Check out their hooks, stories and offers. Actually buy their product and see their upsells.  

Let me ask you, if you know a competitor that is making millions of dollars with his/her funnel, would you spend $100, $200 or even $500 or $1000 to see their entire funnel?  

All you have to do is just model the funnel structure and make a similar one selling your thing. I don’t mean copying! Just modeling.  

If he has a video on the top of the page, a short infographic in the middle of the page, add a video of your own on the top of the page and an infographic of your own in the middle of the page.  

It may not make sense to you as to why should you do that but remember – you’re modeling a million dollar funnel! So everything inside of their funnel is there for a reason. 

If you want to see a sales funnel example for all of the industries I’ve mentioned above and also some crazy funnel examples that are killing it, check out my Crazy Sales Funnel Examples article. 

How to start implementing sales funnels into your business 

First of all, you will need to have something to sell. If you don’t already have a product, you can either come up with one or become an affiliate for existing product

Next, you would have to develop an offer, story and hooks for your product. And lastly, the technical work to set all of this up. 

Don’t get me wrong, this is a lot of work. And you surely don’t want to experience a ‘what do I do now’ moment when committing to this. This is why I, again, want to recommend you the One Funnel Away Challenge.  

All of the things that I’ve learned about funnels and that I am now implementing in my business come from this program.  

This challenge really pushes you out of your comfort zone and makes you start believing into things you’ve never thought were possible before.  

The price is incredible. The cost of the entire program is only $100.  

For that price, you get step-by-step 30 day training on how to come up with a product, create an Offer, Story and Hooks and then finally set up your funnel and drive traffic to it.  

Yeah, it sounds cheap but it’s way better than a lot of $1000, $2000 and $5000 programs out there.  

If you’re open to checking it out, click here to read my review.  

That’s it! Hope you found this post valuable. Make sure to share it with your friends or colleagues who you think would benefit from this post as well.

About the author 

Peter Keszegh

Most people write this part in the third person but I won't. You're at the right place if you want to start or grow your online business. When I'm not busy scaling up my own or other people' businesses, you'll find me trying out new things and discovering new places. Connect with me on Facebook, just let me know how I can help.

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