The DO Lectures sent an email last year that I keep coming back to about a framework for writing better.

Hook > Story > Close

Which is, of course, a framework for marketing better.

Hook

This is where you appeal to the reader / watcher to catch their attention.

The offer will tell them about the transformation that this will give them.

Stop the scroll / swipe / page turn long enough to get them to stay with you.

The hook is at least 40% of the reason you will be successful.

Story

Sharing your perspective. Doesn’t need to be about you, but needs to answer why you.

Here you can share your one belief about this offer.

Why are you unique? Why should they keep giving you their time / attention? Why should they give you their money?

Close

This is the part where Alec Baldwin yells at you about coffee and Cadillacs.

The questions DO recommends answering:

What’s in it for me?
How do I know this is for real?
What’s been holding me back?
Who is to blame for that?
Why should I trust you?
How does it work?
How can I get started?
Why now?
What do I have to lose by NOT doing it?

It’s almost about pushing your potential customer away so that you only pull in the ones your offer is truly for. And you put them in control of the decision so they don’t feel tricked later.

(Not in the framework, but understood, make sure to deliver what you promise. Doesn’t matter how good your messaging is if it turns out to be a lie.)

Set the hook.
Tell the story.
Close the deal.