22 augustus

Marketing in 1 woord en 3 stappen

Marketing is terug te brengen tot 1 woord: boodschap. Want
marketing gaat over het verzenden van een boodschap en hopelijk zijn er genoeg
mensen geïnteresseerd in wat je te zeggen hebt. Want het doel van de boodschap
is om de aandacht van potentiele klanten te trekken. En dan wel op een
dusdanige wijze, dat ze bereid zijn te luisteren naar wat je te zeggen hebt
en… tot actie overgaan!

Een uitdaging die steeds lastiger wordt omdat langs een
enorme hoeveelheid en diversiteit aan kanalen, mensen wel meer dan 100 keer per
dag (…) worden benaderd. Om in deze enorme stroom van boodschappen toch de
juiste boodschap bij de juiste mensen te laten landen, is een systematische
aanpak een absolute noodzaak.

Volgens Dan Todd, een ervaren adviseur van startups dient
een systematisch aanpak te bestaan uit de volgende 3 stappen:     

  • Stap 1: Hook
  • Stap 2: Story
  • Stap 3: Offer

Stap 1: The Hook

A physical
hook is designed to grab something, and this is also how it works in our
marketing. Hooks are designed to grab your target audiences’ attention;
separating yourself from 100s of other companies trying to advertise to the
same audience each and every day.

By hooking
somebody in, you have a unique opportunity to give more of your message through
your story and offer in steps 2 and 3. But what makes a good hook?

Hooks are
typically short, bold and often shocking statements at the very beginning of
your marketing. But in order to really hook your audience in, the hook must
relate to your audience in a personal and emotional way. It needs to really
connect with them, otherwise it won’t hook them in and they’ll carry on with
their day.

Stap 2: The

The story
is the bulk of your marketing and message. It’s called a story because that’s
exactly what it is. It’s designed to tell a story that will really relate to
your audience even more personally than the hook, ultimately leading to the

Stories can
come in one of two forms; It can either come from the perspective of the
business owner and founder, who had the same problem the audience has now, but
overcame it because they had an epiphany. Or the story can be about other
people who had a problem that audience has now, but you were able to help out,
because of a previous epiphany you had.

Stap 3: The

Up until
now, you have hooked your audience in with a very bold statement that relates
to them. Then you told them a story which, again, relates to them and shows
you’ve been there before. Or helped others who have.

This all
sets you up to make an offer, in other words, a proposal whereby they purchase
or take an action. Offers can include:

  • An actual sale
  • Signup to your emails / newsletter
  • Signup to a free event / webinar
  • Literally anything whereby they need
    to take an action.

The length
of an offer depends on how much you’re asking of your audience. If you’re
trying to get them to sign up for something free, your offer can be short. If
you’re asking them to hand over thousands of dollars, your offer needs to be
long enough to justify that spend.


There you
have it: hook, story, and offer. As I say, these 3 steps can be applied to any
and all industries and niches, in any forms of marketing. And it absolutely