---
title: "Hook, Story, Offer"
description: "Brunson's diagnostic for anything that is not converting."
canonical: https://tomsharman.com/bookshelf/expert-secrets/hook-story-offer/
updated: 2026-11-03
---

# Hook, Story, Offer

> Brunson's diagnostic for anything that is not converting.

Russell Brunson's framework, from Expert Secrets, pp. 180 to 239.

Framework 12 of 28 from [Expert Secrets](https://tomsharman.com/bookshelf/expert-secrets/index.md) by Russell Brunson. Category: Offers and pricing.

## The steps

1. **Hook.** Grab the dream customer's attention.
2. **Story.** Build the perceived value of what you sell.
3. **Offer.** Present what you are selling so its perceived value exceeds the price.

## Where it comes from

From chapter: SECTION TWO: Creating Belief, pp. 180–239

## The animation

24 seconds, 4:5, no sound.

- MP4: https://tomsharman-downloads-006143767029.s3.eu-north-1.amazonaws.com/downloads/bookshelf/expert-secrets/hook-story-offer.mp4
- MP4, dark: https://tomsharman-downloads-006143767029.s3.eu-north-1.amazonaws.com/downloads/bookshelf/expert-secrets/hook-story-offer-dark.mp4
- Still: https://tomsharman-downloads-006143767029.s3.eu-north-1.amazonaws.com/downloads/bookshelf/expert-secrets/hook-story-offer.png
- Still, dark: https://tomsharman-downloads-006143767029.s3.eu-north-1.amazonaws.com/downloads/bookshelf/expert-secrets/hook-story-offer-dark.png