Hook, Proof, Offer, Action Might Be the Most Potent Persuasive Formula You Aren't Using
Justin Babcock • January 21, 2020
In general, the HPOA formula is pretty simple.
Write or record something that is going to hook
a prospect's attention within 5 seconds of reading or watching. Next, give them proof
that you can make them feel good and improve their lives.
Now offer
them a chance to take the first step to 'better.' Lastly, tell them how to take action
and make sure they can take action immediately.
Let's look at the Hook, Proof, Offer, Action formula in practice:
Did you know 15-minutes can cost you 125 hours?
That's because there are over 500 car insurance providers in the US. Luckily for you, we are a licensed insurance broker that can shop for you.
We save you time and money by leveraging our relationships and using broker specific software that is not available to the public.
Don't believe us? Let us shop with you. If you find cheaper insurance, you win. If we find cheaper insurance, you win.
Click 'get started' and challenge our agent to a quote race.
The 15-minute line calculated to 125 hours hooks the reader. The insurance agent offers proof of licensing and leverage of having software that the public doesn't. The offer is to shop with you so there is no real risk and the action is to start a challenge.
Now let's break down the HPOA formula.
What is a marketing hook?
A hook is a short sentence or video clip that inflicts an emotional need to learn more.
What is marketing proof for a product or service?
Proof is a unique combination of experience, service, products, attributes, benefits, claims, awards, and processes that make your company the best option.
What is a marketing offer?
A marketing offer is an exchange of personal information (name, email, phone number, etc.) for a free product or service.
What is a marketing action?
Marketing actions convert strangers into leads. They include asking for a person to click to subscribe, sign-up, and/or complete a form. A good action might be to call a number, shop now, download an app, get directions, and/or visit a store. The important thing is to make sure the action is a logical next step. You didn't propose/get a proposal for marriage on your first date, did you? Don't ask a stranger to buy the first time you introduce your brand.
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