Figuring out who your users are and where they hang out is easy. You go to their world and just 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. And 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. One thing you can do is: Doomscroll with intent and 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, and copy patterns.
But never clickbait or mislead. Remember: 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, bundle a decent offer, and 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.
For example, let’s say you want to sell a UX course for $99. But there are thousands of others who are selling the same course. It’s a commodity information product. How can you change it to an offer.
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 $99, deliver $1,000 worth of outcomes. Make the thing being sold unique to you and only available within this special offer. That’s how you 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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