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Sales Skills / Tell Stories That Sell / Lesson 22
LESSON 22 · TELL STORIES THAT SELL

Open With a Hook

Practical ways to open a presentation with a hook, so people lean in from the first thirty seconds.

The first thirty seconds decide the room. Open with something worth hearing.

10 tipsEasy things to say7-day plan
Start with tip 1
Jump to the 7-day plan

10 tips that really help

These ideas come from Building a StoryBrand (Donald Miller), Pitch Anything (Oren Klaff), Made to Stick (Chip Heath and Dan Heath), and everyday practice. The first six help the most. Pick one and try it today.

Photo for the tip: The first thirty seconds decide attention
TIP 1

The first thirty seconds decide attention

A strong opening makes people lean in, while a weak one lets them reach for their phones.

TRY THIS
Design your opening first.
Photo for the tip: Open with a question
TIP 2

Open with a question

A well-chosen question, such as what would you do with an extra day a week? involves listeners immediately.

TRY THIS
Write three possible openers.
Photo for the tip: Open with a surprising fact
TIP 3

Open with a surprising fact

An unexpected number or truth sparks curiosity and makes people want to hear the explanation.

TRY THIS
Find one in your industry.
Photo for the tip: Open with a short story
TIP 4

Open with a short story

A tiny story about a real customer creates connection faster than a list of facts.

TRY THIS
Prepare a fifteen-second version.
Photo for the tip: Open with the problem they face
TIP 5

Open with the problem they face

Naming a pain they recognise shows you understand their world from the first sentence.

TRY THIS
Use their language.
Photo for the tip: Skip long thank-yous and introductions
TIP 6

Skip long thank-yous and introductions

Get to value quickly, and save courtesies for the end or a brief line at the start.

TRY THIS
Cut your first two sentences.
Photo for the tip: Match the hook to the audience
TIP 7

Match the hook to the audience

A finance director and a shop owner care about different things, so choose accordingly.

TRY THIS
Research your audience.
Photo for the tip: Deliver the hook with energy
TIP 8

Deliver the hook with energy

Your tone and pace in the first moments tell people how much to care.

TRY THIS
Smile and speak clearly.
Photo for the tip: Make sure the hook is honest
TIP 9

Make sure the hook is honest

It must relate to your content, or people will feel tricked and trust will fall.

TRY THIS
Check relevance.
Photo for the tip: Collect hooks that work
TIP 10

Collect hooks that work

Keep a note of openings that got strong reactions so you can reuse and adapt them.

TRY THIS
Start a list.

Easy things to say

When you are stuck, pick one of these. They work in many sales conversations.

QUESTION

“What if you could save a day every month?”

STORY

“Last year, a baker called me at midnight.”

NUMBER

“Eighty percent of owners told us the same thing.”

PROMISE

“By the end, you will have three ideas to try.”

BRIDGE

“Let me show you how.”

THANKS

“Thank you for being here.”

Your first week

One small action a day. Each day is only a little bigger than the last.

DAY 1
Write three possible hooks
DAY 2
Choose the strongest
DAY 3
Practise the first thirty seconds
DAY 4
Record yourself
DAY 5
Test on a friend
DAY 6
Adapt for the audience
DAY 7
Keep your best hook

Further reading

  • Building a StoryBrand (Donald Miller)
  • Pitch Anything (Oren Klaff)
  • Made to Stick (Chip Heath and Dan Heath)

The tips above are written in our own words and are general guidance. The books are suggestions for further reading.

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These lessons share general learning and everyday ideas. They are not medical or mental health advice. If you feel very anxious, low or unwell, please talk to a doctor or a qualified professional.

More lessons in “Tell Stories That Sell”

Keep going. Small steps every day make a big change.

← Previous: The Message Test: Can They Repeat It?Next: The Three-Point Presentation →

  1. Why Stories Beat Statistics
  2. The Simple Story Shape: Problem, Struggle, Win
  3. Make the Customer the Hero
  4. Find Stories in Your Everyday Work
  5. Keep It Short, Keep It Real
  6. Add One Vivid Detail
  7. End Every Story With a Point
  8. Collect Stories While They Are Fresh
  9. The Before, During and After Story
  10. Use Real Numbers Honestly
  11. Tell a Story Like Your Customer Would
  12. Match the Story to the Buyer
  13. Case Studies People Actually Read
  14. Ask for Testimonials Without Awkwardness
  15. Your Ten-Second Introduction
  16. The One-Sentence Pitch
  17. Cut the Jargon
  18. Lead With the Problem You Solve
  19. Make the Benefit Obvious
  20. Use Simple Words and Short Sentences
  21. The Message Test: Can They Repeat It?
  22. Open With a Hook
  23. The Three-Point Presentation
  24. Slides That Support, Not Distract
  25. Demo the Result, Not the Features
  26. Use Pauses Like a Pro
  27. Handle Questions Mid-Presentation
  28. Close Your Presentation Strongly
  29. Hold the Room Without Shouting
  30. Use Your Hands and Eyes
  31. Control Your Pace Under Pressure
  32. Recover From a Slip
  33. Pitch to One Person or Twenty
  34. Pitch Over Video With Energy
  35. A One-Page Proposal That Wins
  36. Open With Their Problem, Not Your Company
  37. Show Options: Good, Better, Best
  38. Make Pricing Easy to Understand
  39. Add a Clear Next Step
  40. Proofread Like a Professional
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