Figuring out who your users are and where they hang out is easy.
You go to their world and observe.
Attracting them is hard.
Because now you have to pull them out of their world and into yours.
So whenever you notice:
- Your ads don’t get clicked
- Your leads don’t convert
- Your products don’t sell
You don’t have a traffic problem.
You have a hook, story, or offer problem.
Fix that and the system starts working.
Hook
Hooks are baits you put in front of your customers to grab attention.
They show up as:
- Headlines
- Images
- Videos
Anything that stops the scroll.
Once they stop, you introduce your unique story and present your irresistible offer.
But here’s the catch:
They’ll only stop if your hook is strong enough.
So ask yourself:
- Am I tapping into an existing desire?
- Am I presenting something new or unexpected?
- Am I offering value that’s hard to ignore?
Different people desire different things. That’s why you need to test many hooks to find what works and what doesn’t.
Tip: Doomscroll with intent. Notice what forces you to stop.
Save ads.
Collect images.
Copy headlines.
Bookmark posts.
Download videos.
Screenshot landing pages.
Build a swipe library. Study it. Copy patterns.
But never clickbait. Never mislead.
A good hook attracts only your dream customer and repels everyone else.
Anything else is noise.
Story
A story is what separates you and your product from everyone else.
Yes, you can write a clever hook.
Yes, you can bundle a decent offer.
Yes, you might make some sales.
But without a story, you are just another business.
You want:
- Die-hard fans, not followers
- Clients, not customers
- Devotees, not believers
Look at the story of Baba Ramdev who started as a yoga teacher.
He taught yoga for free and focused on outcomes, not attention.
No pitching.
No selling.
No begging.
People felt results. Trust followed. The audience grew massive.
Only then did he introduce Ayurvedic products—and became a multi-millionaire.
No ads. No persuasion. The audience was already sold.
That’s what a story does.
Offer
Most people aren’t Baba Ramdev.
Most people sell commodities:
- Products
- Information
- Services
From the customer’s view, they all look the same.
So price becomes the decision. They go where it’s cheapest.
To compete, you cut your margins and profits. And when margins disappear:
- Teams suffer
- Service drops
- Marketing stops
You end up surviving, not growing.
The alternative is simple: Increase value.
Create an offer so good that people feel stupid saying no.
Don’t change the product. Change how it’s experienced.
Example: a UX course for $199.
Ask one question:
What can I add that multiplies value?
Write everything down, no matter how weird it sounds.
Then cut hard.
You might include:
- Templates
- Portfolio reviews
- Weekly calls
- Offline access
- A private community
- Job support
- Mastermind access
- Alumni meetups
- Curated resources
Stack the value.
If you charge $199, deliver $2,000 worth of outcomes.
That’s how offers stop competing on price.
The Rule
From now on, every asset you create—
Email
Landing page
Webinar
Sales call
Must contain all three:
- A hook to earn attention
- A story to build belief
- An offer to drive action
If you’re struggling with leads, conversion, or sales—
There is always a problem with one of these three.
Fix it there.
Everything else follows.
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