[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