0:00 today we're talking about hooks if you
0:01 want your videos to perform better you
0:03 have to make better hooks but here's the
0:05 thing I'm not going to give you a list
0:06 of 25 proven viral hooks cuz that's not
0:09 what you need what you need is to
0:10 understand the psychology behind why
0:13 those hooks worked and then the tactics
0:15 for how to use that psychology in your
0:17 own stuff so these are going to be the
0:18 six best ways to improve your hooks
0:21 immediately and if you do all of these I
0:23 guarantee your videos will perform
0:25 better I know this works cuz content is
0:27 all I do I have almost a million
0:28 followers billions of views and these
0:30 are the secrets for how I go viral
0:32 whenever I want all right tip number one
0:34 is actually the mega tip it's my full
0:36 three-step hook formula and this is how
0:38 I look at social media you are driving
0:39 down the highway at 70 mph I need you to
0:42 see something stop turn around and come
0:44 back the other way so how do I get you
0:46 to do that the way I do that is by
0:48 building a curiosity Loop and this is
0:50 one of the base Commandments in
0:52 storytelling if you want to tell a great
0:53 story you need the viewer to watch the
0:55 first line and feel so compelled that
0:57 they can't dream of doing anything else
0:59 then watching the second line and the
1:01 third line and so on the domino effect
1:03 this is the Curiosity Loop and the
1:05 deeper the loop the more Curious you are
1:07 The more I've hooked you so the question
1:09 is how do I do that in just three or
1:11 four sentences and the answer is that I
1:13 built a formula that does this every
1:15 single time it's three steps the first
1:17 step is what I call the context lean in
1:19 the first line or two I need to do two
1:21 things one I need to be super clear
1:23 about what the video is actually about
1:26 topic Clarity and this is so you as the
1:28 viewer can self- select in in or out
1:31 based on your interest if I'm talking
1:32 about investing and you don't care about
1:34 investing I actually don't want to trick
1:36 you into watching the video because
1:38 you're not my target viewer but if you
1:39 do care about investing I want to Signal
1:41 this to you as soon as possible so I
1:44 need to give you immediate context about
1:46 the topic the second thing I need to do
1:47 is get you leaning in context lean the
1:50 more you lean in the more Curious you
1:52 are these are the easiest ways to get
1:54 somebody to lean in establish Common
1:56 Ground reference a benefit or pain point
1:58 they may have use a metaphor to simplify
2:01 a complex idea or tell them something so
2:03 interesting it blows their mind you need
2:05 them to be connected and feel like what
2:07 you're talking about relates to them in
2:09 some way let's go through an example one
2:10 of my videos this is the sphere video I
2:12 made that got 8 million views I want you
2:14 to just watch the first two lines the
2:17 tech in the Vegas sphere is insane
2:19 biggest screen ever built 20 times
2:21 bigger than an IMAX right away I'm
2:22 telling you exactly what the context of
2:24 the video is the sphere and the tech
2:27 inside and I'm getting you to lean in by
2:29 talking about the SC screen showing it
2:30 and referencing to how much bigger it is
2:32 than an IMAX something you may have
2:33 known now this is taking the show you
2:35 something interesting to blow your mind
2:37 route of the options and of course not
2:39 everyone is going to be interested in
2:40 this video but if you heard about the
2:42 sphere or care about tech in venues
2:44 you're going to be leaning in okay so
2:45 that's step one now step two is what I
2:47 call the scroll stop interjection this
2:49 is a single line meant to act like a
2:51 stun gun I need you to start leaning in
2:53 and then immediately I need you to stop
2:55 being able to move forward like you ran
2:57 into a window and the best way to do
2:58 this in practice is is by using a
3:00 contrasting word I like to use the word
3:02 but but you could use things like
3:03 however yet although therefore on the
3:06 other hand things like that and this is
3:08 more just meant to be a setup line for
3:10 the haym maker that's coming in step
3:12 three but in order for them to accept
3:13 the hay maker you need to stun them
3:15 first now back in the sphere example
3:17 let's watch both the context lean and
3:19 the scroll stop interjection together
3:21 the tech in the Vegas sphere is insane
3:24 biggest screen ever built 20 times
3:25 bigger than an IMAX but get this the
3:28 screen is actually the least impressive
3:30 part of the whole thing so at this point
3:31 I've kind of stunned you right I first
3:33 established context and got you leaning
3:35 in about how interesting the sphere is
3:37 talking about the TCH and the screen but
3:39 then I stunned you and told you the
3:40 screen is actually not impressive at all
3:43 at this point you're like what could
3:44 possibly be coming next I the screen
3:46 looks huge I can see it in the visuals
3:47 and this is the Curiosity Loop that is
3:50 building you wondering what is coming
3:51 next is replacing any thought that could
3:53 be distracting you and send you anywhere
3:55 else all right time for step three this
3:57 is the haym maker I call it the
3:58 contrarian Snapback now the contrarian
4:01 Snapback is a sentence that goes in the
4:03 opposite direction of the initial lean
4:05 it's still on topic but it snaps the
4:08 viewer back on a different path and the
4:09 bigger the shock the bigger the snap the
4:11 better the effect so let's finish the
4:13 sphar example now with all three parts
4:15 the tech in the Vegas sphere is insane
4:17 biggest screen ever built 20 times
4:19 bigger than an IMAX but get this the
4:22 screen is actually the least impressive
4:24 part of the whole thing because the most
4:25 impressive part is the audio this is
4:27 going to blow your mind at this point
4:29 I've got you hookline and sinker I
4:31 established context immediately I got
4:32 you leaning in the case that you were
4:34 interested in something about the screen
4:35 or something new you hadn't seen before
4:37 then I stunned you and played the Uno
4:39 reverse card snapping you back in a
4:41 different direction instead of talking
4:42 about the screen now I'm talking about
4:44 the audio that is the Snapback at this
4:46 point you are fully hooked and fully
4:48 curious about what comes next you can't
4:50 dream of doing anything else other than
4:52 learning how this audio is more
4:54 impressive than the biggest screen ever
4:56 built that's hookline and sinker now it
4:57 turns out if you go back and you analyze
5:00 best performing content from any Creator
5:02 across any medium a lot of it follows
5:03 this exact same formula and it doesn't
5:05 just have to be the big new style
5:08 entertainment Style video type content
5:10 if I'm making content as a real estate
5:11 agent and I'm purely looking to drive
5:13 leads to my real estate practice pure
5:15 B2B I could say something like this
5:17 there are three massive mistakes people
5:18 are making with their mortgage the
5:20 average person pays an extra $122,000
5:22 per year now most people think it's
5:24 because of high interest rates but it
5:26 turns out it has nothing to do with that
5:27 because the biggest waste of money is
5:29 actually coming from see what I did
5:31 there now I don't know anything about
5:32 real estate I don't know what the right
5:33 answer to that is but just that hook
5:34 setup even without me knowing any
5:36 context I can get you leaning one way
5:38 and then the other and if you're a real
5:40 estate agent and you make content in
5:41 that format I guarantee that would drive
5:44 so many leads it would build you as
5:45 Authority in your category that's what
5:47 you want to do that hook format works
5:50 every category every space and if you
5:52 don't believe it works I'm going to do a
5:54 magic trick because I use the same
5:56 psychology formula on you for the hook
5:59 in this video and if you're still
6:00 watching that proves it worked let me
6:02 show you exactly what I did so I started
6:04 off by saying
6:07 this today we're talking about hooks if
6:09 you want your videos to perform better
6:11 you have to make better hooks so right
6:13 away this was me giving context on
6:15 exactly what the video is about hooks
6:17 but also creating common ground and
6:19 getting you to lean in around the
6:20 benefit of making better videos If you
6:22 figure out how to make better hooks this
6:24 started building the Curiosity Loop in
6:26 your mind now if you watch just those
6:28 two sentences and you don't really care
6:29 about making videos or making content
6:31 then that didn't really apply to you and
6:32 you've probably bounced anyway but if
6:33 you're at this point right now I
6:35 guarantee it's because you're trying to
6:36 figure out how to make videos to perform
6:37 better so this built common ground with
6:39 you which is my target viewer okay so
6:41 that's step one so context about the
6:42 video and I got you leaning in so now
6:44 what's next the next thing I said was
6:46 this but here's the thing I'm not going
6:47 to give you a list of 25 proven viral
6:50 hooks cuz that's not what you need this
6:51 is the scroll stop interjection the stop
6:53 sign the red light the stun gun and this
6:55 stops you in your tracks because I'm
6:57 reiterating what you've ially heard in
7:00 the past typically you see creators talk
7:02 about the list of the 40 best proven
7:04 Hooks and then they give you the list
7:05 but you know this isn't the answer I
7:07 know that's not the answer so I'm using
7:09 that embedded belief in your head that
7:11 you know it's not the answer to stun you
7:13 into waiting to see what comes next this
7:15 is just the setup line to give the
7:17 contrarian Snapback but it works
7:19 especially well here because you and I
7:21 both know that conventional wisdom
7:23 doesn't work and so I'm playing on that
7:25 embedded subconscious belief okay so so
7:27 far you've stopped the car and you've
7:28 exited off the highway now how do I get
7:30 you to turn around that is step three so
7:32 what did I do next this is the last
7:34 thing I said what you need is to
7:36 understand the psychology behind why
7:38 those hooks worked and then the tactics
7:40 for how to use that psychology in your
7:42 own stuff and this is the contrarian
7:44 Snapback because most people have heard
7:46 the word psychology whether you study
7:47 psychology or not you've heard the word
7:49 psychology and you have a suspicion as I
7:51 delivered it that that actually would
7:53 result in some surprise or secret
7:55 information that's way deeper than the
7:57 conventional wisdom you hear that and
7:59 you believe that to be true so I've
8:01 snapped you back off the conventional
8:02 wisdom back to this psychology frame
8:05 which is what I'm talking about so when
8:06 I say hey if you want to achieve X don't
8:08 do y do Z and if you want to achieve X
8:10 you're going to listen it works every
8:12 time the key though is that you need Z
8:14 to actually be compelling which in this
8:16 case I think it is this is actually the
8:17 formula I use and I know it's proven to
8:18 work if you just do this game but then
8:20 you don't actually have anything at the
8:21 end of the rainbow people would just
8:23 churn and you're a fraud so this formula
8:25 Works in all types of videos it's not
8:26 just short form long form and it works
8:28 everywhere else anytime of content in
8:30 conversation in life this is BAS
8:32 psychology 101 context lean scroll stop
8:34 interjection contrarian Snapback now
8:36 implementing this in every different
8:38 video and every different use case
8:40 that's what takes reps in practice that
8:42 is not easy and because it's so hard I'm
8:43 actually building a software that's
8:45 going to do all this for you
8:46 automatically not just the hooks but the
8:48 entire script you'll just put in the
8:50 topic and I will take all the content
8:52 Frameworks and psychology baselines that
8:54 I understand and we'll just write the
8:55 script and the hook for you to make the
8:57 video compelling 60 Minutes of script
8:59 writing work distill down into 60
9:01 seconds that's what we're going for it's
9:02 called sand castles now we haven't
9:04 launched it yet it's coming soon the
9:05 beta is going to drop soon we have a
9:06 massive weight list make sure you're on
9:08 that weight list because we're going to
9:09 have a launch price that's going to be
9:11 lower than we ever offer and anyone on
9:13 that weight list is going to get it so
9:14 sand castle. we're going to help with
9:16 all this automated script writing and
9:17 hooking all right so now that we walk
9:18 through the base psychology and the
9:20 formula which is really important to
9:21 cover up first let me go through some
9:22 extra things that will really help you
9:24 sauce up your hooks on top of that
9:26 Foundation cuz I promised six and that
9:28 formula was technically one so here's
9:30 the other five all right the second
9:31 thing is visual hooks I say this a lot
9:34 but visual hooks are so so so critical
9:36 in the video I cannot overstate the
9:38 importance visual hooks are probably 100
9:40 times more powerful than just spoken
9:42 word Hooks and it's because people read
9:44 faster than they can hear or that they
9:46 can visually comprehend a full video
9:49 scene I've said this on many other
9:50 videos but if you just put title text
9:53 your videos will do so much better so
9:54 Step One is put three to five words on
9:56 the screen in a big bold font that helps
9:58 build that context lean if you can speak
10:00 it in one to two sentences can you write
10:02 three to five words and distill that
10:04 message down a good example of this is
10:06 in my video about life siiz floor plans
10:08 this video got like 15 million views
10:10 check this out these are called
10:11 life-size floor plans I use the text
10:13 future of Home Design and life-sized
10:15 floor plans with arrows to quickly
10:17 establish the context and I used future
10:20 of Home Designs instead of Life-Size
10:21 floor plans at the beginning because
10:23 lify floor plans is kind of the name of
10:25 the thing and I didn't want to risk
10:26 misunderstanding that is how critical
10:28 and in detail I get get with these
10:29 visual hooks that's how important they
10:31 are now the second piece of the visual
10:32 Hook is the visual itself you want the
10:35 most compelling visual possible with
10:37 enough motion to hold their attention
10:39 it's like when a deer sees something out
10:40 of the corner of their eye in their
10:41 Woods they're going to stop and they're
10:42 going to look and they're going to see
10:43 it you want that same effect with your
10:45 visual too much motion and you're going
10:47 to overwhelm them and it'll miss the
10:48 context too little motion and you're
10:50 going to bore them and they may churn
10:51 you need just enough motion sometimes
10:53 this motion could be a girl in a get
10:55 ready with me putting their hair up kind
10:57 of leaning forward and leaning back that
10:59 sometimes is just enough motion to stun
11:01 the viewer into holding and watching for
11:03 more this famous Colin and Samir video
11:05 about the Rayband metas this has 60
11:06 million views the reason this went so
11:08 viral in my opinion is because the
11:10 initial clip has the perfect amount of
11:12 Rapid motion and then him in the mirror
11:14 that motion holds and allows them to
11:17 talk about the point which eventually
11:19 convinces them that the ray band metas
11:20 are cool so motion is so critical in the
11:22 visual hook the combo of text on screen
11:24 plus the motion in the video plus the
11:26 spoken word that combo is way more power
11:29 F than just a spoken word now the third
11:31 and fourth tips are about helping you
11:33 build that common ground that I talked
11:34 about in the context lean the third
11:36 piece is also based psychology it's that
11:38 people like hearing things that they're
11:40 already interested in but they're open
11:42 to hearing New Perspectives on it if
11:44 they think that New Perspective will
11:45 unlock a benefit or solve a pain point
11:48 that they have in the category so if you
11:50 make a video about magnesium as a
11:52 supplement an average way to write that
11:54 hook would be something like you should
11:55 be taking magnesium because it's one of
11:57 21 core building block minerals it's
11:59 kind of decent but it requires a
12:00 previous understanding about magnesium
12:02 and doesn't really talk about a benefit
12:04 or pain point a better context lean here
12:07 would be something like if you want
12:08 better sleep you need to be taking
12:10 magnesium this leads with the benefit of
12:13 talking about better sleep and then
12:14 introduces magnesium as a potential
12:17 solve even if someone is against
12:18 supplements or against magnesium they
12:20 will likely wait and hear you out
12:22 because their desire to solve the pain
12:24 of not sleeping well is so strong when
12:26 you're riding hooks you always want to
12:28 think about what the benefit fit or
12:29 paino solve is to the Target viewer and
12:32 then work that in if you can all right
12:34 now the fourth piece to building the
12:35 common ground is cult hopping and I've
12:37 talked about this before when people
12:38 hear something that they've heard before
12:40 it unlocks a comfort in their
12:42 subconscious and the opposite is true it
12:44 sounds weird but if you hear a bunch of
12:45 stuff You' never heard before you start
12:47 to feel dumb and you don't like that
12:48 feeling so you bounce away this is why
12:50 if you tried to listen to an advanced
12:52 physics lecture and you've never taken a
12:54 physics class you would likely feel
12:55 super dumb and not want to listen to it
12:57 so when you're making videos about com
12:59 complex or Niche topics you need to find
13:01 a way to wrap the unknown idea in
13:04 something that is known some common
13:06 layer and one way to do this is what I
13:08 call cult hopping this is taking a known
13:10 brand or a celebrity or a movement or
13:12 some cultural reference and using it as
13:15 a metaphor or a comparison around your
13:17 point for example if you make videos
13:19 about complex tax planning maybe you
13:21 talk about how Taylor Swift's financial
13:23 advisor would plan her estate around the
13:26 arist Tor earnings she just made or
13:28 maybe you just reference her in a group
13:29 of celebrities when you talk about the
13:30 elite level of wealth that you serve
13:32 using these references is a really easy
13:34 way to establish that common ground and
13:36 it's subconscious but it creates comfort
13:38 for the viewer and you don't need to
13:39 make your full piece of content around
13:41 that celebrity or brand but this will
13:43 help you draft off The credibility and
13:45 the popularity of something that already
13:47 exists when you're still smaller and
13:49 growing all right tip number five is to
13:51 compress speed to value and this is a
13:53 say I use a lot especially when I'm
13:54 talking about short form video when you
13:56 make a piece of content you should feel
13:57 like you have a timer Counting down in
13:59 your head before that content explodes
14:01 and no one pays attention to it for
14:02 short form that timer is about 4 seconds
14:04 for YouTube videos that timer is maybe 1
14:06 to 2 minutes so you need to find a way
14:08 to compress the time to demonstrate
14:10 initial value to before that explosion
14:13 line and that applies to both
14:14 educational and entertainment content
14:16 the best way to do this is to give a
14:18 little hit of value right at the front
14:20 either in the hook or right after the
14:21 hook because you don't want to bury your
14:23 best stuff think of it like this
14:24 anything you make after they click off
14:26 might as well be a black screen cuz
14:27 they're not going to see it you should
14:29 frontload the value as much as possible
14:31 you're not going for full completion
14:33 your super fans will watch the full
14:34 video you want to frontload the value as
14:36 much as possible to eek out an extra 30
14:38 seconds at a time now I find that as
14:39 long as that first hit of value is
14:41 unique and helpful they will typically
14:43 stay around long enough to give you a
14:44 chance to show your second hit of value
14:46 that same logic that we apply with a
14:48 curiosity Loop should apply to this
14:50 value Loop give context immediate value
14:52 give context immediate value frontload
14:54 that as much as possible ideally you can
14:56 inject that first hit of value within
14:58 the hook that's when you're really
14:59 masterful but if you can't do it in the
15:00 hook do it right after the hook to keep
15:03 them all right now the sixth super
15:04 tactical tip is to make your hook
15:06 sentences staccato and if you don't know
15:08 what staccato means staccato is a type
15:10 of note in music that is short T that's
15:12 staccato now I talked about in my
15:14 storytelling video which I'll link at
15:15 the end of this how it's good to vary
15:18 the length of your sentences to create a
15:19 diverse Rhythm and that is true for the
15:21 whole video but for the hook up front
15:23 you want to compress short sentences as
15:26 much as you can and the reason why you
15:27 do this is because shorter sentences
15:29 force you to achieve Max Clarity it
15:31 increases the density of value per word
15:34 at the beginning and when time is at a
15:36 premium at the beginning of the video
15:37 you want to increase density value per
15:39 word as much as you can go shorter
15:41 initially and then expand to medium and
15:43 longer as the video extends all right as
15:45 you can tell a lot of this is just
15:47 getting the Reps in and continuing to
15:49 iterate and learn how to do this make
15:51 this subconscious there are dozens of
15:53 other tips that I didn't have time for
15:54 in this video that I also try to infuse
15:56 as well it's all about the Reps now this
15:58 takes time I've spent thousands of hours
16:00 doing this myself what you really need
16:02 are reps and then guidance from somebody
16:04 who has more reps than you and this is
16:06 the type of thing that I help people
16:07 with in short form Academy right now the
16:09 academy is closed but make sure if this
16:11 is the thing you need help with and
16:12 you're interested in be on the wait list
16:13 short form. Academy we'll let you know
16:15 first when we reopen and also guys check
16:17 out all the free resources that I have
16:19 in the description I'm not lying when I
16:20 say this I put almost all of my best
16:22 stuff out for free it's all in the
16:24 description you just have to click
16:25 subscribe and I will send the stuff to
16:27 you so make sure to check that out if
16:28 you're you're struggling make sure
16:29 you're on the wait list for sand castles
16:31 and we'll see you guys on the next video
16:33 peace
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