The Power of the Hook: Storytelling Techniques for Sales Success

Snickers are the best chocolate to eat if you want to lose weight. Here's why!

There it is! I did it.

If you want to double or triple your investment quickly, the best type of property to buy is...

I did it again!

It's called a hook, and all of the best marketers use them! But you don't have to be a marketer to master them.

Let's step back for a moment. What exactly is a HOOK, and why is it important?

If we dig into the pillars of storytelling, we recognize four essential elements...Characters, Context, Challenge or Conflict, and a Conclusion. While all of those elements make for a complete story, only one DRIVES interest! Yes, you can have interesting characters and an exciting conclusion. But the most connective element is the CHALLENGE! Why? Because we all have them. We're all navigating them and interested in how others have navigated them.

If I relate this to the world of real estate, home prices are up and people are searching for how to get the house they want at the best price. Or, people may also want to know how to get the best return on investment for any property they purchase. So, if I create an article or a video on these topics, how do I get the home seeker's or investor's attention? The answer is...I lean into the challenge, the conflict, and the problem they are having. I open with a statement, question, or idea that grabs their attention through an experience they are having, want to have, or don't want to have.

In 2014, I became curious about public speaking and joined a Toastmasters group. Upon attending my first few meetings, I kept hearing that the best way to open a speech was with a question, a shocking statement, or a fascinating quote. Over time, I learned this was more than a public speaking tactic. It was a storytelling technique used in speaking, writing, acting, and nearly any communication vehicle.

Hooks are the permission vehicle to get your audience's attention. Once you have their attention, it's much easier to keep it. But it's much harder to keep it if you've done a poor job of getting it in the first place. Think about the last time you attended a conference and heard a boring speaker. From the moment you zoned out, there was little they could do to retain your attention. Think about the abundance of information on the web and then analyze what you pay attention to and what you skip over.

Perform this exercise for yourself! Skim down your LinkedIn feed and note the first five posts you are tempted to click on. Chances are they addressed a topic you were already thinking about (maybe something already on the top of the news cycle), or they got your attention with an exciting statement, an image that drew you in, or a video that made you stop. There is a HOOK!

Now, think about the content you create. Are you just sharing information, or are you taking the time to craft a HOOK to grab the attention of your audience?

For real estate professionals, I ask, how are you "hooking" the attention of your home sellers or buyers? Are you crafting juicy, interesting, and inviting listings, or are you simply sharing data about the property?

Which of the following draws your interest...

#1 - Imagine lounging on the deck while listening to the sounds of splashing and summer, tiny umbrella drink in hand...in your own backyard

#2 - House with a pool...

(Share your answer in the comments)

Bottom line...a hook is the first step in creating an EXPERIENCE with your customers instead of saddling them with random information.

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The information in this article was also discussed in the Story 2 Sales Audio Room. Get access to this and other episodes in the Story 2 Sales Vault.