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Create Highly Converting Video Ads with the Hook-Story-Offer Framework

A Simple Framework for Better Performance Max Ads

Are you struggling to get results from your video ads? Do you feel like you’re not reaching your full potential? Chances are you’re not spending enough time and money on creating high-quality videos that capture your audience’s attention. But it’s not just about the visuals; you need a good script to make your ads work.

In this article, we’ll introduce a simple framework that top advertisers use to create video ad scripts that get results. We’ll explain the “Hook – Story – Offer Framework,” popularized by Russell Brunson from ClickFunnels, and provide practical tips and examples for each step.

The Hook – Story – Offer Framework

The Hook – Story – Offer Framework is a proven approach to crafting a compelling message that captures viewers’ attention, engages them with a story, and then presents an offer to persuade them to take a specific action. Here’s how it works:

  • Hook: Grab the attention of the viewer
  • Story: Hold on to the attention by telling a compelling story about how your product is the solution to the viewer’s problem
  • Offer: Make your offer (call to action: tell the viewer what to do by making an offer they can’t refuse)

Let’s dive into each step in more detail.

Step 1: Hook (grab the attention)

The hook is the most critical part of your video, and you should spend most of your time here. A strong hook creates intrigue and curiosity to keep viewers watching. The best hook speaks directly to your customer’s pain points. You need to deeply understand their problems, needs, pains, wishes, etc. Some examples include:

  • “Are you tired of {pain point}? No more, with {your product/service}!”
  • “Are you struggling with {pain point}? Give me 30 seconds, and I’ll show you how we can help you.”
  • “Tired of feeling {negative emotion} because of {pain point}? {Your product/service} can help.”
  • “Say goodbye to {pain point} once and for all with {your product/service}.”
  • Customer testimonial: “Let me tell you how I overcame {pain point} with {your product/service}.”

Some other tips for better hooks include using humor, bold claims, controversy, fast-paced clips, strong headlines, contrasts (bright colors, etc.), and weird intros that catch viewers off-guard.

Step 2: Story (hold on to the attention by telling a compelling story about how your product is the solution to the viewer’s problem)

After grabbing the attention with a strong hook, you need to hold on to it with a compelling story. Most brands get this wrong by telling stories that nobody is interested in. You need to tell stories about how your product/service helped your customers overcome a specific pain point. Make it relatable.

By using storytelling in your video ads, your brand stands out, builds trust, demonstrates value, and connects with potential customers on an emotional level. There is no hard-and-fast way to tell stories in ads. Think about how you can create a compelling story that makes it a no-brainer to buy your product/service (for example, by leveraging customer testimonials).

Some tips for better stories in video ads include personal stories about how your product/service has made a difference in your life, customer success stories, before and after stories, funny stories, and teaching something about what your product/service does. There are many more ways you can go with this (challenges, behind the scenes, inspirational, educational, etc.). Be creative!

Step 3 OFFER (make them an offer they can’t refuse)

Once you’ve identified your prospect’s needs and pain points, and have shown them how your product or service can solve their problems, it’s time to make them an offer they can’t refuse. This means presenting a compelling offer that provides value and makes it difficult for them to say no.

There are different ways to structure your offer depending on your business and the specific needs of your prospect, but here are some tips to keep in mind:

  1. Provide a clear and specific offer: Make sure your offer is clear and specific so your prospect knows exactly what they’re getting. Use numbers, facts, and figures to back up your offer and provide evidence of the value you’re offering.
  2. Make it time-limited: Adding a sense of urgency to your offer can create a fear of missing out (FOMO) that motivates your prospect to take action. Use phrases like “limited time offer” or “only available for the next 24 hours” to create a sense of urgency.
  3. Sweeten the deal: To make your offer more attractive, consider adding bonuses, discounts, or other incentives. For example, if you’re selling a software product, you could offer a free training session or a free upgrade to a premium version.
  4. Offer a guarantee: To reduce the risk for your prospect and make your offer more compelling, offer a money-back guarantee or a free trial period. This can increase their confidence in your product and help them make a decision.

Remember, the goal of your offer is to make it as appealing as possible to your prospect, so they feel like they’re getting a great deal and can’t say no.

Once you’ve made your offer, be prepared to negotiate if necessary. Listen to your prospect’s concerns and be open to making adjustments to your offer to meet their needs. If you can find a way to make both parties happy, you’ll increase the chances of closing the deal.


In summary, utilize the Hook-Story-Offer Framework to craft persuasive video advertisements that drive high conversion rates for Performance Max and YouTube campaigns:

Hook: Captivate the viewer’s attention…

Story: Retain their interest by narrating a compelling tale of how your product resolves the viewer’s issue…

Offer: Present your offer (call to action: direct the viewer by presenting them with an offer that they cannot resist).

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