Content

If your solution was a “flipping houses” related program and you were targeting an audience that is “solution aware,” then your hook could be “how to flip a house with no money down.” This would in fact be an excellent hook for this “solution aware” market.

But the problem is that this is a fairly small sub segment of a larger overall market. You’d eventually run into scalability problems because your message is simply not resonating with a large enough chunk of the broader real estate investing market. In order for your hook and offer to be super effective on a wider scale, you may need to change them.

If the hook is just “how to flip a house,” then the audience must be very targeted. We know they are into house flipping, so they are solution aware.

This is the case unless, for example, you have a video ad where you are showing your prospect how you flip houses with borrowed money—no cash of your own—and make an average of $50,000 per deal. In this case, the hook is “how to make money very quickly in real estate without using any of your own money.”

Another way to think about the right hook is answering the question: “why house flipping?” Because it is the biggest opportunity that people don’t know about. Because how can you invest in house flipping without having your own cash? If you answered that If your solution was a “flipping houses” related program and you were targeting an audience that is “solution aware,” then your hook could be “how to flip a house with no money down.” This would in fact be an excellent hook for this “solution aware” market.

But the problem is that this is a fairly small sub segment of a larger overall market. You’d eventually run into scalability problems because your message is simply not resonating with a large enough chunk of the broader real estate investing market. In order for your hook and offer to be super effective on a wider scale, you may need to change them.

If the hook is just “how to flip a house,” then the audience must be very targeted. We know they are into house flipping, so they are solution aware.

This is the case unless, for example, you have a video ad where you are showing your prospect how you flip houses with borrowed money—no cash of your own—and make an average of $50,000 per deal. In this case, the hook is “how to make money very quickly in real estate without using any of your own money.”

Another way to think about the right hook is answering the question: “why house flipping?” Because it is the biggest opportunity that people don’t know about. Because how can you invest in house flipping without having your own cash? If you answered that question, then you would’ve found your hook. In this case, the hook now becomes: “How to invest without any of your own cash.”

USING “TRANSFORMATION” AS A HOOK

Clayton Morris, one of our coaching customers who teaches people how to flip houses, has a video ad where he shows you the actual process of flipping a house. It’s a video where the hook is of the prospect being able to see the transformation of a house that Clayton paid a mere $40,000 dollars for and then quickly sold it for $90,000. In so doing, he’s taking the prospect on a transformative journey with him through the entire video ad itself, so the embedded hook is “how to invest in flipping houses.”

The reason why this works as a great hook is because in order to flip houses like Clayton does, you actually need the money to acquire them. And surprise surprise, that’s where his product solution comes into play. In the video, Clayton gives the prospect useful and practical information, builds credibility, and establishes rapport with the video ad. In so doing, he has pre-framed the prospect to take the next step, which if you’re going to do what he did, you need some money!

In Clayton’s business, the goal is to get prospects on a call and talk them into investing with them. They’re looking for people to invest, and then they do the work for them. They’re not actually teaching people the same thing that they’re showing in the video. Now granted, they could do just that.

With “house flipping,” you might be educating your prospects on the process of how to flip houses in the ad itself, but then your solution is to do it in an easier way. In this example, the easier way could be investing money to have it done for you—where Clayton’s team takes care of everything—or it could also be to have it done with you—where you get access to the team and all the resources you need to make it happen. You have to understand and think about what the end goal is, and then work your way backwards from the offer and eventually back to the beginning, to the hook.