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