The hook is the image and the headline that Jessica saw as she was scrolling through her feed. It hooked her and stopped her just long enough to get her attention. It then asked Jessica to click on a link, which gave Natalie a moment to tell her story, build a relationship with Jessica, and explain the perceived value of the offer she would be making. Finally, Natalie made her an irresistible offer that would help Jessica to get out of pain and move toward pleasure. This Hook, Story, Offer framework is the pattern that you’ll see over and over again in most ads and funnels online.
