The second element of storytelling or creating any type of content that is captivating is what I like to call The Fall.

This is the section that bridges your hook to your call-to-action.

When it’s crafted right, you’ll have your readers/customers nodding yes and feeling seen as they move through your content, so when you place your call-to-action (CTA) in front of them, they have already said yes in their mind long before that button appears.

The first thing I want you to know is

The Fall is assembled, not created from scratch.

As Yet

The Fall is made up of a secondary hook and some or all of the problems/pain points your customer is struggling with.

The Secondary Hook

The purpose of a secondary hook is to:

  1. Let your audience/customer know they are in the right place and you’re speaking directly to them.
  2. Increase watch time / read time so that your content gets pushed out to more people.

The secondary hook creates enough curiosity for people to stick around for the payoff at the end of your content.

So, Nadia, what does a secondary hook look like?

Well, this is best done with examples:

1. Health and Wellness Blog

  • Primary Hook: “Did you know that a simple daily habit could add years to your life?”
  • Secondary Hook: “Stick around as we unveil the underrated routine that top health experts swear by, and how you can easily integrate it into your busy life.”

2. Personal Finance YouTube Video

  • Primary Hook: “What if I told you that saving just $5 a day could lead to a six-figure portfolio?”
  • Secondary Hook: “By the end of this video, you’ll discover the compound effect of micro-saving and the secret strategies to make your money work for you.”

3. E-commerce Product Description

  • Primary Hook: “Imagine wearing a dress that turns heads at every occasion.”
  • Secondary Hook: “Keep reading to see why our latest collection isn’t just about style but also about making a statement that’s uniquely you.”

4. Technology Podcast Episode

  • Primary Hook: “In a world overwhelmed by gadgets, one device stands out for its groundbreaking impact.”
  • Secondary Hook: “Join us as we dive deep into the story behind this invention, revealing how it’s reshaping our daily lives and why it might be the future of technology.”

5. Educational Course Landing Page

  • Primary Hook: “Ever thought you could master a new language in just three months?”
  • Secondary Hook: “Explore our revolutionary method that has helped thousands like you not just learn, but truly live a new language, with secrets we’ll share in the first module.”

The primary hooks are designed to immediately grab attention by presenting a provocative question, a surprising fact, or an intriguing scenario. The secondary hooks build on this by promising a payoff for sticking around, which creates curiosity and encourages the audience to continue engaging with the content. Together, these hooks work synergistically to not only pique interest but also to assure the audience that they’ll find value by investing their time in your content.

Photo by Priscilla Du Preez 🇨🇦 on Unsplash

Trigger Points

Now we come to the second part of The Fall and this is how you create the unique-to-you section that is almost impossible for your competitors to steal.

Here you choose one or more customer trigger points that you want to address and fix with your story. This is what I mean when I say your story is assembled rather than created from scratch. This is where all that information you have on your intended audience comes into play. I’m talking about things like feedback, message maps, pain points, all the reasons they would say no to what you’re about to ask them with your CTA.

This is what you use to craft a compelling, audience focused story which drives conversion.

The easiest example of this is if you think of your audience as the hero in your story. While you’re relating the story as it happened to you, the audience sees themselves as you. This is how relatability is created within your story.

For example if we look at the primary and secondary hook from the health and wellness blog above we have:

  • Primary Hook: “Did you know that a simple daily habit could add years to your life?”
  • Secondary Hook: “Stick around as we unveil the underrated routine that top health experts swear by, and how you can easily integrate it into your busy life.”

5 common pain points of people that this would relate to would be:

  1. Lack of Time for Health Practices: Many people feel too busy with work and personal responsibilities to incorporate healthy habits into their daily routines. They’re looking for quick, efficient ways to improve their health without significant time investments.
  2. Overwhelmed by Complex Health Advice: There’s a vast amount of health advice available, much of it complex or contradictory. Customers often feel overwhelmed and are seeking straightforward, easy-to-follow guidance that doesn’t require extensive background knowledge.
  3. Past Failures with Health Routines: Some individuals have tried various health routines or fads in the past without seeing sustainable results, leading to skepticism about new health trends. They’re interested in practices that have proven, lasting benefits.
  4. Desire for Longevity and Quality of Life: Many people are concerned about aging and the potential decline in health and vitality. They’re interested in habits that promise not just a longer life but also improved quality of life in later years.
  5. Seeking Expert Validation: Customers often look for validation from credible sources before adopting new health practices. They’re reassured by routines that are backed by health experts and evidence, rather than just anecdotal success stories.

So the story that one could tell around this could be one where the narrator shares their experience of failing with previous routines and how they made them feel. How they found the advice confusing and the current routines were too long for the time they had available. So they developed a daily habit etc. You see where I’m going with this?

The more you know your intended audience, the more you can tailor these stories for them so that they are hanging on your every word and awaiting the upcoming call-to-action you’re about to deliver.

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