04/03/25 | The Rehm Copy Newsletter

There are 3 parts to any piece of advertising, sales conversation, marketing material, etc...

It's a universal framework that you can't unsee once you know what it is.

I learned about it from Russell Brunson (the Click Funnels guy...if you don't know who he is).

Here it is:

1. Hook
2. Story
3. Offer

You need to nail each of these 3 things if you want to run a successful marketing campaign, sales call, piece of content, or whatever else it is.

First, with the hook, you simply need to grab their attention.

BUT there's a catch...

You can't just grab their attention, you also need to filter out the ones you don't want, and filter in the ones you do want.

And you do that with the messaging, visuals, etc.

Then comes the story.

This could be a range of things.

It could be an explanation of the hook that leads into an offer, it could be a literal story, it could be pure direct response copy, there's a lot of different ways you could go with the 'story' aspect here.

But keep in mind, since this is a universal framework, we're talking ANYTHING here...

For example, the 'story' in an email is not the same thing as the 'story' in a Super Bowl ad.

But the main goal here is to connect with your viewer on a much deeper level.

That could be weeding out their pain points, presenting their dream situation, and everything in between.

Moving on...

Now you have to make your offer.

This is a delicate piece of the puzzle, and it's extremely important.

Make your offer the wrong way, and you'll immediately lose them...make it the right way, and you make a sale.

Your job here is to clearly, concisely, and logically display how your solution can help the viewer.

Notice the 3 words I used there: Clearly, concisely, and logically.

If your viewer can clearly understand what your offer is, they don't feel like their time was wasted because you presented it quickly, and the argument as to why they should buy it makes sense...

Then you might be on the verge of a sale.

The best takeaway you can have here is to keep this 3-part framework in mind in any advertising, sales, marketing, copywriting, etc that you do...

Because if you focus on nailing all 3 of those domains properly, you'll come out with much more money than if you simply blend everything together with no mindfulness about what each part is meant to do.

Adam