Hook-Story-Offer: Your Complete System for Persuasive Writing
The 3-Part Writing System Used by Top Marketers to Transform Casual Readers into Eager Buyers (Works for Social, Email, and Landing Pages)
Hey there,
If you're anything like me, you've probably experienced this frustrating scenario: You're staring at a blank screen, trying to write... something. Maybe it's a social post, a landing page, or even an important email to your list. And you're just... stuck.
You know that feeling, right? When you:
Rewrite the opening line 5 times
Stress about every single word
End up with something that feels "meh"
Or worse, just close the tab and give up
I've got something that's been a total game-changer. It's a framework called HSO (Hook-Story-Offer), and it's transformed how I write sales posts for anything from quick social posts to full sales pages. We're talking "write compelling copy in a structured way" instead of "stare at the screen hoping for inspiration."
👉 Here's what we're covering today:
Why this framework outperforms traditional copywriting methods
How to adapt HSO for different formats (from tweets to landing pages)
AI prompts that generate HSO content (customized by format)
Input and output examples
The Problem with Traditional Copywriting Advice
Most writing advice sounds like this:
"Just provide value!"
"Be authentic!"
"Tell your story!"
"Write how you talk!"
Sure, but how?
Without a framework, you're just throwing words at the page and hoping something sticks. That's why even talented writers struggle to convert readers into buyers—they're missing a reliable structure.
The Hook-Story-Offer Solution
The HSO framework breaks down any piece of persuasive writing into three essential parts:
1. Hook (10%): Grab attention
In social posts: Stop the scroll
On landing pages: Above-the-fold impact
In emails: Subject line & preview text
2. Story (80%): Build connection
In social posts: Quick, relatable narrative
On landing pages: Detailed case studies
In emails: Personal journey or client transformation
3. Offer (10%): Drive action
In social posts: Simple next step
On landing pages: Clear value proposition
In emails: Compelling call-to-action
Think of it like a movie:
Hook = The trailer that makes you want more
Story = The compelling narrative that keeps you engaged
Offer = The satisfying resolution that makes it all worthwhile
Let's Break Down Each Part…
🪝 The Hook (10%)
Your hook has ONE job: Grab attention immediately. This is true whether you're writing a tweet or a 10-page sales letter.
Here's what makes a great hook:
Disrupts expectations
Creates curiosity
Promises value
Speaks to a specific pain point
Hook Examples By Format:
Social Media:
"Everyone says you need 100K followers to make money.
I made $50K last month with 2K followers."
Landing Page:
"WARNING: This AI Copywriting Guide Will Be Taken Down in 48 Hours
(And why that's actually great news for you...)"
Email:
Subject: your copy probably repels money
Opening: I lost $10K because of one word in my sales page...
📗 The Story (80%)
This is where most people go wrong. They either:
Jump straight to their offer (too pushy)
Never get to the point (too rambly)
Tell the wrong story (too self-focused)
Your story needs to do three things:
Validate the reader's problem
Show them a solution exists
Prove you can help them get there
Story Length by Format:
Twitter: 3-4 tweets
LinkedIn/Instagram: 6-8 lines
Landing Page: Multiple sections with proof
Email: 300-500 words
Story Structure:
Before → Struggle → Discovery → After → Bridge to Offer
Example Story Flow:
Short Form (Social):
I used to spend hours writing posts.
Delete, rewrite, delete again.
Nothing felt good enough.
Then I discovered the HSO framework.
Now I:
Write posts in 15 minutes
Get consistent engagement
Actually enjoy writing
The secret? Breaking every post into 3 parts...
Long Form (Landing Page):
[Section 1: Problem Validation]
Remember the last time you sat down to write a sales page? The cursor blinked accusingly as you stared at the blank screen...
[Section 2: Journey]
After trying every copywriting formula out there, I finally discovered something different...
[Section 3: Transformation]
Now, writing sales pages isn't just easier—it's actually fun. And more importantly, they convert...
⭐️ The Offer (10%)
Your offer is where everything comes together. But here's the key: The offer should feel like the natural next step, not a hard sell.
Offer Structures by Format:
Social Media Offer:
Keep it simple
One clear action
Easy to complete
Want these 3 fill-in-the-blank hooks?
Drop "HOOKS" in the comments 👇
Landing Page Offer:
Multiple presentation angles
Clear value proposition
Risk reversal
Ready to master the HSO framework?
Join "Write & Sell" today:
→ 6 weekly modules
→ Private community
→ Weekly hot seats
→ 30-day money-back guarantee
Email Offer:
Clear deadline
Specific benefit
Next step
The HSO Template Vault is open for 48 hours:
→ 50 proven hooks
→ 30 story frameworks
→ 20 offer scripts
Click below to get instant access:
[Button: Get the Templates]
Making It Work For You
Here's the beautiful thing about HSO: It's flexible. You can use it for:
Quick social posts
Engaging newsletters
High-converting landing pages
Sales emails that people actually read
The key is matching the format to your goal:
Quick Engagement:
Use short-form HSO for social media and emails
Deep Connection:
Use medium-form HSO for articles and newsletters
Sales Conversion:
Use long-form HSO for landing pages and sales letters
The AI Prompts That Make HSO Easy
Let's be real: Coming up with hooks, crafting stories, and writing offers from scratch can be exhausting. That's where AI comes in—not to replace your voice, but to help you find it faster.
I'm going to give you 5 proven prompts that work together as a system:
1. The Format Planner Prompt
Use this first to plan your HSO piece
You are a strategic copywriter helping me plan content. I want to write about [TOPIC] and my goal is to [GOAL].
Please recommend:
1. Best format(s) for this goal:
Social post
Landing page
Email
Article
2. For each recommended format:
Ideal length
Key elements to include
Common pitfalls to avoid
Success metrics to track
3. Specific suggestions for:
Hook angles
Story types
Offer approaches
Format your response as an action plan I can follow.
2. The Hook Generator Prompt
Use this to create scroll-stopping openings
You are an expert copywriter specializing in attention-grabbing hooks. I'm writing a [FORMAT] about [TOPIC] for [AUDIENCE].
Generate 10 hooks using these proven patterns:
Contrast ("Everyone says X. But Y...")
Curiosity Gap ("The unexpected way...")
Pattern Interrupt ("Stop doing X...")
Challenge ("You're doing X wrong...")
Future Pacing ("Imagine if...")
For each hook:
Stay within [FORMAT] character limits
Include one specific number/metric
Use emotional trigger words
Create curiosity
Format each hook with:
The actual hook
Pattern used
Why it works
Best use case
3. The Story Architect
Use this to structure your core message
You are a storytelling expert helping craft a [LENGTH] story for [FORMAT]. My main point is [MAIN MESSAGE].
Create a story structure following the HSO framework:
Required Elements:
Starting point (before)
Challenge/conflict
Discovery moment
Transformation
Bridge to offer
Guidelines:
Length: [FORMAT REQUIREMENTS]
Include: Specific details, metrics, timeline
Tone: [DESIRED TONE]
Must connect to: [OFFER/PRODUCT]
Provide the story in both:
Bullet point outline
Fully written format
Then explain why specific elements work.
4. The Offer Optimizer
Use this to craft compelling calls-to-action
You are a conversion optimization expert. Help me create an offer section for my [FORMAT] about [TOPIC].
Context:
Hook used: [HOOK]
Story focus: [STORY]
Desired action: [ACTION]
Format limits: [CHARACTER/LENGTH LIMITS]
Generate 5 different offer approaches:
Direct offer
Curiosity-based
Value-focused
Scarcity-based
Social proof-based
For each version include:
Transition from story
Main offer presentation
Specific call-to-action
Follow-up line
Additional requirements:
Natural flow from story
Clear but not pushy
Specific next step
Format-appropriate length
5. The HSO Refiner
Use this to polish your final piece
You are a platform optimization specialist. Transform the following HSO content into [PLATFORM] format while maintaining its core message and structure.
Input:
Platform: [SPECIFY PLATFORM]
Content: [PASTE REFINED HSO CONTENT]
Character Limit: [PLATFORM LIMIT]
Platform-Specific Requirements:
Twitter/ X:
Thread structure
280 chars per tweet
Strategic emoji usage
Numbered sequence
LINKEDIN:
Professional paragraphs
Business narrative
Strategic spacing
Limited symbols
FACEBOOK:
Mixed formatting
Casual tone
Community focus
Engagement hooks
Output Requirements:
1. Maintain HSO structure
2. Follow platform conventions
3. Respect character limits
4. Optimize engagement elements
Format the content according to platform best practices while preserving the Hook-Story-Offer framework.
How These Prompts Work Together
💪 Here's your workflow:
1. Start with Format Planner
Determine best format
Get initial strategy
2. Generate Hooks
Create 10 options
Pick top 2-3 to test
3. Build Your Story
Structure your narrative
Add specific details
4. Craft Your Offer
Create multiple versions
Match to your hook/story
5. Polish Final Draft
Get improvement suggestions
Maintain your voice
Example Inputs
Let's walk through each prompt with proper inputs and outputs. We’re going to create a simple LinkedIn post to promote an HSO coaching program.
1. Format Planner Input:
TOPIC: HSO framework teaching
GOAL: Book discovery calls for coaching program
TARGET AUDIENCE: Small business owners
TIMELINE: Immediate need
Output:
Recommended Formats:
1. PRIMARY: LinkedIn Post
• Ideal length: 1300-1500 characters
• Key elements: Professional tone, business metrics
• Pitfalls: Avoid hard selling
• Success metrics: Comment rate, DM requests
2. SECONDARY: Email Sequence
• Ideal length: 300-500 words
• Key elements: Case studies, ROI focus
• Pitfalls: Too much jargon
• Success metrics: Open rate, click-through
Hook angles:
• ROI-focused ("How I helped clients 3x revenue")
• Time-saving ("From 2 hours to 20 minutes")
• Simplification ("The only 3 parts that matter")
2. Hook Generator Input:
FORMAT: LinkedIn post
TOPIC: HSO framework
AUDIENCE: Small business owners who struggle with writing copy
CHARACTER LIMIT: 1300
GOAL: Generate discovery calls
Output:
1. CONTRAST PATTERN:
"Everyone says good copy takes weeks to write.
I helped 3 business owners write converting posts in 20 minutes."
WHY IT WORKS: Challenges common belief, offers specific results
BEST USE: LinkedIn where metrics matter
2. CURIOSITY PATTERN:
"The '$0 writing hack' that helped my client book 11 calls last week."
WHY IT WORKS: Implies value without cost, specific result
BEST USE: Business audience seeking ROI
[Additional hooks following each pattern...]
3. Story Architect Input:
FORMAT: LinkedIn post
LENGTH: 1300 characters
MAIN MESSAGE: HSO framework simplifies copywriting
DESIRED TONE: Professional but approachable
OFFER/PRODUCT: Copywriting coaching program
Output:
Story Structure:
BEFORE:
• Specific situation: Writing sales pages took 5+ hours
• Pain point: Lost time = lost revenue
• Frustration: Complex copywriting formulas didn't help
DISCOVERY:
• Analyzed 50+ high-performing posts
• Identified 3-part pattern
• Tested with 5 clients
TRANSFORMATION:
• Writing time: 5 hours → 30 minutes
• Conversion rate: 0.5% → 3%
• Confidence: High
BRIDGE TO OFFER:
• Framework works across industries
• Results within first attempt
• Ready to teach others
4. Offer Optimizer Input:
FORMAT: LinkedIn post
TOPIC: HSO framework teaching
HOOK USED: "Everyone says good copy takes weeks..."
STORY FOCUS: Time savings and better results
DESIRED ACTION: Book discovery call
CHARACTER LIMIT: 200 characters for offer section
Output:
1. DIRECT OFFER:
Transition: "Want to write high-converting copy in 30 minutes?"
Presentation: "I'm opening 5 spots for my HSO coaching program"
CTA: "Comment 'COPY' for details"
Follow-up: "Limited to action-takers only"
2. CURIOSITY-BASED:
Transition: "Curious about the full framework?"
Presentation: "I've documented my entire process"
CTA: "Drop 'LEARN' below for the details 👇"
Follow-up: "Only sharing with serious writers"
[Additional offer variations if necessary...]
5. HSO Refiner Input:
FORMAT: LinkedIn post
FULL CONTENT: [Previous outputs combined]
TARGET METRICS:
- 100+ likes
- 50+ comments
- 5 discovery calls
VOICE: Professional but conversational
Final Refined Post:
Everyone says good copy takes weeks to write. I helped 3 business owners write converting posts in 20 minutes.
Here's what happened:
Last month, I was working with Sarah, a SaaS founder who was struggling with her copy. She spent 5+ hours on every sales page, testing different copywriting formulas, but nothing seemed to work. Her revenue was stuck at $15K/month, and she was about ready to hire an expensive copywriter.
That's when I shared the HSO framework with her. Instead of overwhelming her with complex techniques, we broke everything down into three simple parts: Hook, Story, Offer.
Hook (10 minutes)
Story (15 minutes)
Offer (5 minutes)
First post results:
→ Writing time: Cut by 80%
→ Conversion rate: Up 500%
→ Revenue: +$7K that week
No fancy techniques. No weekly coaching. Just a simple 3-part framework.
Want to write high-converting copy in 30 minutes?
I'm opening 5 spots for my HSO coaching program.
Comment 'COPY' for details 👇
Limited to action-takers only.
Format Variations
Let's see how the same content adapts to different formats:
X/Twitter Thread Version:
Everyone says good copy takes years to master.
I helped 3 beginners write converting posts in 30 minutes.
Here's how: 🧵
1/6 Teaching copywriting used to frustrate me.
Students would get overwhelmed by complex formulas.
Most quit before seeing results.
2/6 Then I noticed something:
Every high-performing post followed a simple 3-part pattern.
I stripped away the complexity.
Created the Hook-Story-Offer framework.
[Continue thread structure...]
Email Version:
Subject: copy this post (it works every time)
Hey {name},
Everyone says good copy takes years to master.
But last week, I helped 3 complete beginners write high-converting posts in 30 minutes.
[Expanded story with more details...]
[More personal examples...]
[Social proof section...]
Here's the thing:
You don't need years of experience.
You just need the right framework.
Ready to write copy that actually converts?
I'm hosting a live HSO workshop this Thursday:
→ Learn the complete framework
→ Get my template bundle
→ Write your first post live
Click here to save your spot: [LINK]
Only 100 seats available.
Talk soon,
[Name]
Wrapping Up: Your Next Steps With HSO
Here's the thing about writing: it doesn't have to be complicated.
The Hook-Story-Offer framework isn't just another writing formula—it's a reliable system that works across every format you'll need.
The best part? You can start using it right now.
Your Action Plan
1. Start Small
Pick one social platform
Use the Format Planner prompt
Create your first HSO post
Track the results
2. Build Your Library
Save the prompts
Create a swipe file of successful hooks
Document stories that resonate
Keep winning offers
3. Scale Up
Test different formats
Adapt to longer content
Mix and match approaches
Measure what works
Remember: Every master copywriter started as a beginner. The difference? They had a system they could trust.
Now you do too.
Write with purpose,
Andy
P.S. If you found this helpful, consider sharing it with another writer who might be struggling with their copy. Every share helps us build a stronger community of confident writers.
P.P.S. If you want to up your game with AI image generation, check out my Best Selling Substack - AI Art Daily