Give me 15 mins, and I'll make your hooks impossible to skip — Transcript

Full transcript

1. 0:00Today we're talking about hooks. If you
2. 0:01want your videos to perform better, you
3. 0:03need to focus on leveling up your hooks.
4. 0:05Now look, I've studied literally
5. 0:07thousands of videos. And it turns out if
6. 0:09your hooks are not working, there's only
7. 0:11four mistakes you could be making. If
8. 0:13you solve for these, your views will
9. 0:15skyrocket immediately. So, in this
10. 0:17video, I'm going to break all four of
11. 0:18them down. These are the four hook
12. 0:20mistakes holding back your videos with
13. 0:22tactical examples and tips for how to
14. 0:24fix each of them. By the way, I'm
15. 0:25Callaway. I have a million followers.
16. 0:27I've done billions of views. and content
17. 0:29is all I do all day long. All right, now
18. 0:30before I walk through the four main
19. 0:32mistakes you're making with your hooks,
20. 0:34let's just quickly talk about what a
21. 0:35winning hook actually looks like.
22. 0:37Understanding this one thing will help
23. 0:38you a ton. Hooks really only have one
24. 0:41job, to help a viewer decide to opt in
25. 0:43and continue watching the video. The
26. 0:45hook needs to stop the scroll and get
27. 0:47the viewer to stay put. It's very
28. 0:48simple. Now, in order to get the viewer
29. 0:50to opt in and stay put, the hook only
30. 0:52has to give them two things: topic
31. 0:54clarity and ontarget curiosity. Topic
32. 0:57clarity means the viewer has a crystal
33. 0:59clear understanding of what the video is
34. 1:01going to be about. And on target
35. 1:03curiosity means that they believe the
36. 1:05topic is for them. The video will give
37. 1:07them some value and they have general
38. 1:08curiosity on what comes next. So all the
39. 1:11hook needs to do is drive those two
40. 1:13points home. If you do this these two
41. 1:15things, you win. I guarantee the viewer
42. 1:17will be hooked. Now, of course, the
43. 1:18million-dollar question is this. How do
44. 1:20I make sure that every time I make a
45. 1:22hook, the viewer gets those two things,
46. 1:24topic clarity and ontarget curiosity?
47. 1:26And this really is where the four
48. 1:27horsemen hook mistakes come in. The
49. 1:30reason bad hooks flop and don't deliver
50. 1:32those two things is because you're
51. 1:34making one or more of these four
52. 1:36mistakes. If you fix all four of these,
53. 1:37you'll be good to go. All right, the
54. 1:39first hook mistake is called delay. And
55. 1:41the good news is this one is the easiest
56. 1:42one to fix. When I say delay, what I
57. 1:44mean is that the context on what the
58. 1:46video is going to be about is delayed
59. 1:48too long in the video. If you were to
60. 1:50visualize a script, let's say it has 13
61. 1:52lines and the third line is the first
62. 1:54time you introduce the topic. This is
63. 1:56delay because those first two lines are
64. 1:58fluff and unnecessary details. You need
65. 2:00to cut those first two lines, move the
66. 2:02third line up to the top so your topic
67. 2:04introduction can happen in the first 1
68. 2:06to 2 seconds. I often refer to this
69. 2:08concept as speed to value. You want to
70. 2:10increase the speed that the viewer can
71. 2:12get to clarity or get to value. Here's
72. 2:14an example of what bad delay looks like.
73. 2:16Let's say you start your video with
74. 2:17something like this. Guys, this is one
75. 2:19of the craziest things I've ever seen.
76. 2:20And when you see it, you're never going
77. 2:21to believe it. That is an example of a
78. 2:23legit hook that many people try to use
79. 2:25when they're beginners. Now, in theory,
80. 2:27this kind of sounds like it might be a
81. 2:28good hook because it's building suspense
82. 2:31and curiosity about what that thing is.
83. 2:33You might hear that and wonder, "What
84. 2:34did the creator see? I have to stick
85. 2:36around to find out." But the problem
86. 2:37with that sentence and generally hooks
87. 2:39like this is that it gives me as the
88. 2:41viewer zero context on what is coming
89. 2:43next. A crazy thing you saw could be
90. 2:45literally anything. So, if I have to
91. 2:47decide with my time if I want to keep
92. 2:49watching, I'm now unable to do it after
93. 2:51just that sentence because I don't have
94. 2:52the context. The typical chart for short
95. 2:54form video retention looks like this.
96. 2:56It's exponential decay. You see how
97. 2:58steep those first two seconds are going
98. 2:59down? That viewership falls off like a
99. 3:02cliff. Every second you go without
100. 3:04telling somebody what the video is
101. 3:05about, so they have the information to
102. 3:07decide to opt in, a large portion of
103. 3:09your viewers are bouncing. Now, certain
104. 3:11creators with these vague hooks are able
105. 3:13to get some people to stay. If you look
106. 3:15on Tik Tok specifically, it feels like
107. 3:17these type of vague open-ended hooks
108. 3:19work a lot. But the people that are
109. 3:20staying are only staying because of how
110. 3:23the creator looks, the emotion on the
111. 3:24creator's face, or the text hook that
112. 3:26they're putting on the screen. The
113. 3:28spoken words actually add zero value to
114. 3:30getting them to stay. So, it's not that
115. 3:32these types of open-ended vague hooks
116. 3:34can't ever work, it's just that they
117. 3:35work way less often. So, to recap, hook
118. 3:37problem number one is delay. And the fix
119. 3:39is to stop delaying the introduction and
120. 3:42the clarity of the context on the video.
121. 3:44Use that first sentence in as few words
122. 3:46as possible to give the context that the
123. 3:48viewer needs to have to decide whether
124. 3:50or not to opt in. An example of good
125. 3:52rapid context would be something like
126. 3:53this. Here are three simple ways to
127. 3:55improve your gut health or if you have
128. 3:57gut issues, these three remedies will
129. 3:59help you immediately. If you get those
130. 4:01hooks right away as the viewer, I know
131. 4:02exactly what these videos are going to
132. 4:04be about. Gut health and herbal remedies
133. 4:06that can help me solve it. There is zero
134. 4:08delay in the context and so I can opt in
135. 4:10as soon as possible. All right, hook
136. 4:11problem and mistake number two is
137. 4:13confusion. And when I say confusion,
138. 4:15what I really mean is comprehension
139. 4:17loss. So, in this case, the viewer is
140. 4:19just not understanding or comprehending
141. 4:21what you're saying. At this point,
142. 4:23you've eliminated the delay, which is
143. 4:24good, but the words you're using or the
144. 4:26phrasing of those sentences is just not
145. 4:29clear and it's confusing the viewer. So,
146. 4:31the problem here is really just a lack
147. 4:32of clarity in your words. And the reason
148. 4:34this is a problem is again, if the
149. 4:36viewer can't assess if this video is
150. 4:38actually for them because they're only
151. 4:40understanding like half the words you
152. 4:41say, then they have trouble deciding
153. 4:43whether or not to opt in. Here's an
154. 4:45example to illustrate exactly what I
155. 4:46mean by lack of clarity and confusion.
156. 4:48Imagine I started a hook like this.
157. 4:50These guys built a $30 million empire
158. 4:52and the online money they made is most
159. 4:54difficult to earn if you don't develop a
160. 4:56journaling practice like they did. And
161. 4:57this is a bit exaggerated obviously. Few
162. 4:59people actually talk like that, but you
163. 5:00get the point of how difficult and
164. 5:02confusing it was to actually parse
165. 5:04through what I was trying to say. If you
166. 5:06hear just that, you can kind of gather
167. 5:07the video is going to be about an online
168. 5:09business and maybe something to do with
169. 5:11journaling, but you're really struggling
170. 5:12to put the pieces together clearly
171. 5:14because of the way I framed the
172. 5:16sentence. And this is a classic clarity
173. 5:18issue. Instead, for that exact same
174. 5:20idea, you could write the hook like
175. 5:22this. These guys built a $30 million
176. 5:24empire and their secret for earning
177. 5:25money online was their insane journaling
178. 5:28practice. See how just changing the
179. 5:29words slightly and the way the sentence
180. 5:31is ordered makes it way easier to
181. 5:33understand what I'm saying. Essentially,
182. 5:34you as the viewer are able to absorb
183. 5:36more of the words. Your hit rate for
184. 5:38comprehension goes up and then confusion
185. 5:40goes down. Now, the tactics for how to
186. 5:42improve clarity is really about becoming
187. 5:43a better writer. You want to use fewer
188. 5:45words, but enough that the viewer can't
189. 5:47misunderstand you. You want to use
190. 5:49simpler words, ideally at a sixth grade
191. 5:51reading level. And you want to use
192. 5:52direct active voice instead of passive
193. 5:54voice on the sentences so they're easier
194. 5:56to understand. The dog jumped verse the
195. 5:58jump of the dog. Here are two quick tips
196. 6:00for immediately improving hook clarity
197. 6:02and reducing confusion. For the first
198. 6:04tip, you could just take the hook you've
199. 6:06written and drop it into chatbt or
200. 6:08claude with this prompt. I've written a
201. 6:10hook for a short form video about X
202. 6:12topic. I need help increasing the
203. 6:14clarity and the framing of the sentences
204. 6:15I used. I want the meaning to be the
205. 6:17exact same, but can you rewrite this in
206. 6:19a sixth grade reading level so that
207. 6:20there's no misunderstanding from the
208. 6:22viewer? This prompt will automatically
209. 6:24remix and rewrite the hook for you. You
210. 6:25could also just use sandcastle.ai, which
211. 6:27is my AI scriptw writing tool. You just
212. 6:30put the topic in and we'll write it for
213. 6:31you in a very clear way. All right, the
214. 6:32last tip for clarity proofing your hooks
215. 6:34would be to do this. When you read just
216. 6:36the hook, those one to two sentences in
217. 6:38isolation without anything else. Ask
218. 6:40yourself this question. Is it possible
219. 6:42for the viewer to misunderstand what I'm
220. 6:44saying in the wrong way? Is there more
221. 6:46than one way these sentences could be
222. 6:48interpreted? If so, rewrite the hook so
223. 6:50that you eliminate those alternative
224. 6:52understanding paths so there's only the
225. 6:54one that you want. All right. Now,
226. 6:55before I go on to the last two hook
227. 6:57mistakes, and these ones really are the
228. 6:58biggest, I just want to mention
229. 6:59something. I think becoming a master at
230. 7:01hooks is the single biggest lever you
231. 7:04can pull if you're trying to get your
232. 7:05content to perform better. Hooks are the
233. 7:0780 of the 8020 in the content flow. Now,
234. 7:09if you want to become god tier at hooks
235. 7:11and just write bangers every single time
236. 7:13without thinking about it, I just filmed
237. 7:15the most comprehensive training on short
238. 7:17form hooks ever created. So, if you make
239. 7:19Instagram reels, Tik Toks, LinkedIn
240. 7:21shorts, YouTube shorts, this will feel
241. 7:23like a cheat code for you. What I'm
242. 7:25covering in this video right now, it's
243. 7:26like 1 to 2% of the full hook playbook
244. 7:29that I give in this training. In that
245. 7:31training, I covered these things in
246. 7:32depth. One, hook psychology. How do
247. 7:34hooks actually work under the surface
248. 7:36and manipulate viewers' brains? Two,
249. 7:39what is my 10-minute cheat code hook
250. 7:41framework? Literally a checklist that
251. 7:43you can follow every single time you're
252. 7:44going to write a hook that works without
253. 7:46fail. And three, what are examples of
254. 7:48good and bad hooks from 11 different
255. 7:51categories and niches, breaking them
256. 7:53down, analyzing why the good ones are
257. 7:54good and why the bad ones are bad? I
258. 7:56also built a full hooks database with
259. 7:58over 400 different videos, deep tagging
260. 8:01across hook format, strategy, visuals,
261. 8:04text, audio, all the components. And I
262. 8:06built a system for analyzing that
263. 8:08database and then coming up with new
264. 8:10hooks for yourself. I literally went
265. 8:11out, found the best creators in every
266. 8:13niche, extracted their top videos,
267. 8:15analyzed their hooks, and then created
268. 8:17frameworks and patterns in that
269. 8:18database. I also in this training teach
270. 8:20the full research method that I use to
271. 8:22go look at other videos, extract their
272. 8:24hooks. How do I actually do that? How do
273. 8:26you find the top videos? I teach that
274. 8:28whole thing. Like I said, my goal was to
275. 8:29make this the undisputed god tier short
276. 8:32form hooks resource. So, if you like the
277. 8:33videos on my channel and most
278. 8:34importantly the way I break things down
279. 8:36and explain things, this training will
280. 8:38be the best way to go from zero to 100
281. 8:40on short form hooks, you watch this and
282. 8:42you'll be set. You can access it at the
283. 8:44link here or in the description. All
284. 8:45right, hook problem number three is
285. 8:46irrelevance. And at this point, so far
286. 8:48you have solved for the first two. So,
287. 8:50you've eliminated delay and you've
288. 8:52maximized the clarity, getting rid of
289. 8:54the confusion so the viewer knows
290. 8:55exactly what the video is going to be
291. 8:56about. Problem number three, irrelevance
292. 8:58means that the viewer is not confident
293. 9:00that what's coming next in the video
294. 9:02after the hook is going to be valuable
295. 9:04enough to help them solve a problem. So,
296. 9:06they know what the video is about, but
297. 9:07they're unclear if it's relevant for
298. 9:09them. Now, there are two easy ways to
299. 9:11solve this problem. The first way is to
300. 9:13say the word you or your instead of the
301. 9:15words me or I when you're delivering the
302. 9:18hook. Most people think you should make
303. 9:19hooks like this. I've struggled with
304. 9:21skin problems my whole life. The problem
305. 9:23is this opens a door in the viewer's
306. 9:25mind to question if they see themselves
307. 9:27in the creator because they're thinking
308. 9:29this, well, if you struggle with these
309. 9:30problems, do I also struggle with the
310. 9:32same problems you do? That's what
311. 9:34they're questioning in their mind. If
312. 9:35the viewer doesn't see themsel in the
313. 9:37creator for a number of different
314. 9:38reasons, they're going to put less value
315. 9:40in the incoming solution, and they'll
316. 9:42stop watching. This is the irrelevance
317. 9:44problem. The viewer doesn't feel like
318. 9:45what's coming next will be relevant for
319. 9:47them. So, to solve this problem, all you
320. 9:49have to do is frame your hooks using you
321. 9:51and your. So instead of saying, "I've
322. 9:53struggled with skin problems my whole
323. 9:54life," you say, "If you've struggled
324. 9:56with skin problems your whole life," dot
325. 9:58dot dot. When you do this, the viewer
326. 10:00feels like the video is targeted for
327. 10:01them. There's no possible question or
328. 10:03misunderstanding because you're saying
329. 10:04it's for you for your problems. And this
330. 10:06makes the viewer hold on longer for the
331. 10:08hook. Now, the second way to solve for
332. 10:10the relevance problem is to frame your
333. 10:12hooks around expected value. There are
334. 10:14two types of videos: entertainment and
335. 10:16education. Both of these offer solutions
336. 10:18to a painoint. That solution is value.
337. 10:20Entertainment offers a solve for
338. 10:21boredom. Education offers a solve for a
339. 10:24specific problem. If you want your hook
340. 10:26to feel more relevant for your viewer,
341. 10:27all you have to do is agitate a painoint
342. 10:30that they already have so that you can
343. 10:31tee up a solution that is for them. For
344. 10:34example, can you tell the difference
345. 10:35between these two hooks? The first one
346. 10:37is these are three common trends in
347. 10:39skincare. And the second one is if you
348. 10:41struggle with acne, try these three
349. 10:42things. Learning about trends in
350. 10:44skincare is a nice to have. Solving my
351. 10:46acne problem is a need to have. So, if
352. 10:48you frame the hook around a known
353. 10:50painoint and you deliver it using you
354. 10:52and your instead of me and my, the video
355. 10:54will seem more targeted for the viewer
356. 10:56and it will hook them more. Okay, the
357. 10:57last hook problem number four is
358. 10:59disinterest. And this is the one that
359. 11:01most people fixate on the most. At this
360. 11:03point, the viewer is clear on the topic,
361. 11:05believes there is some relevance or
362. 11:07value incoming for them, but the hook
363. 11:09still just doesn't grab them enough.
364. 11:11This is the curiosity problem. The hook
365. 11:13just doesn't make the viewer curious
366. 11:15enough to want to keep watching. So,
367. 11:16what you want to do in the hook to solve
368. 11:18the disinterest problem is build a
369. 11:20curiosity loop. And everybody talks
370. 11:22about curiosity loop, but nobody ever
371. 11:23explains what it is. A curiosity loop is
372. 11:25when the viewer sees something, asks a
373. 11:27hypothetical question in their mind,
374. 11:29gets some additional context to answer
375. 11:31it, but that spurs a new question, more
376. 11:33context, new question, more context, and
377. 11:35so on. They keep opening loops
378. 11:37throughout the entire video. That's what
379. 11:38a curiosity loop really is. So, your job
380. 11:40in the hook is to open that initial
381. 11:42curiosity loop and start the spiral.
382. 11:44What is that initial question that the
383. 11:46viewer has where they can't look away?
384. 11:48They just have to wait for more context
385. 11:49to answer it. So, the $10 million
386. 11:51content question really is this. How do
387. 11:53you always drive curiosity and build
388. 11:56that curiosity loop every single time,
389. 11:58no matter what type of video you're
390. 11:59making? And the way you do this is by
391. 12:01setting up contrast or comparison in the
392. 12:04hook. Contrast is simply the distance
393. 12:06between the current common belief of the
394. 12:08viewer and some contrarian or
395. 12:10alternative perspective that you offer.
396. 12:12So, for example, if I say in the hook,
397. 12:14this one trick will clear up all your
398. 12:16acne in 45 minutes without any side
399. 12:18effects. What I'm really doing is
400. 12:20creating a comparison in your mind to
401. 12:22the current baseline. You got to wait 6
402. 12:23months, take Accutane, go through all
403. 12:25these side effects versus my contrarian
404. 12:27offer, 45 minutes, no side effects,
405. 12:29quick solve. That distance is contrast.
406. 12:32What happens when you do this in the
407. 12:34viewer subconscious is that when you
408. 12:35frame a comparison, A something they
409. 12:38know and B something they don't, B
410. 12:40triggers the sticky pain point they have
411. 12:42from A not solving their pain. And so
412. 12:45essentially that comparison acts as a
413. 12:47reagitator of that painoint which gets
414. 12:49them curious because they want to solve
415. 12:51it. To simplify all this, if you're not
416. 12:53following what I'm saying, it's A versus
417. 12:55B. A is what they already believe. B is
418. 12:58some alternative that you're suggesting
419. 12:59that makes their pain point solved
420. 13:01faster, better, or cheaper. Now, getting
421. 13:03good at learning how to create this
422. 13:04contrast with words is really the secret
423. 13:07to driving curiosity whenever you want.
424. 13:08It's honestly the secret to storytelling
425. 13:10at a macro level. Now, I'm not going to
426. 13:12go too deep into exactly how to build
427. 13:14this contrast and curiosity because it
428. 13:16really does differ for every scenario.
429. 13:18But what I will say is this, there are
430. 13:20two types of contrast. Implied contrast
431. 13:23and stated contrast. Stated contrast is
432. 13:26when you share verbally both A and B
433. 13:29explicitly. So, for example, saying
434. 13:30something like this, "Most people solve
435. 13:32their acne with Accutane, but I have an
436. 13:34herbal remedy that does it three times
437. 13:36faster." You're stating Accutane verse
438. 13:38herbal remedy, so it's impossible to
439. 13:40miss what that contrast is. The other
440. 13:42type of contrast, which is way more
441. 13:44subtle, is implied. And in this case,
442. 13:46you say what the contrarian alternative
443. 13:48is, but you don't reference the base
444. 13:50because it's implied. People know what
445. 13:52the base solution is. So for example, if
446. 13:54I say if you want to solve your acne,
447. 13:56this herbal supplement is eight times
448. 13:57more effective. If the common viewer
449. 13:59already knows what the baseline
450. 14:01solutions are, nothing, Accutane,
451. 14:03whatever they are, then you don't need
452. 14:04to say it again because it's implied
453. 14:06what their baseline understanding is.
454. 14:08Essentially, it's your contrarian take
455. 14:10versus the field of all other options.
456. 14:12So you really have two options to create
457. 14:13the contrast. You can go stated, which
458. 14:15is way more blunt, A versus B,
459. 14:17impossible to misunderstand, or you can
460. 14:18go implied, which is a little bit more
461. 14:20savvy and you don't really call it out
462. 14:21specifically. Now, tactically, when
463. 14:23you're writing hooks, typically the
464. 14:24topic clarity comes in the first
465. 14:26sentence, and then you set up that
466. 14:28contrast in the following one to two
467. 14:30sentences. This is why I consider hooks
468. 14:32to really be like two to three lines.
469. 14:33They're not always just a single punchy
470. 14:35line. Sometimes you can achieve the
471. 14:37clarity and the contrast all together in
472. 14:39one line. And if you can, those are the
473. 14:41easiest hooks that you can reuse. Again,
474. 14:42if you want the full master class on how
475. 14:44to do this tactically, and you want a
476. 14:45bunch of examples of good and bad across
477. 14:47every niche, and you also want a
478. 14:48checklist to just follow every time you
479. 14:50make hooks, I have that all in the hooks
480. 14:52master class. It's linked below. All
481. 14:53right, guys. That is all I've got for
482. 14:54this video. As a recap, we covered the
483. 14:56four main hook mistakes that you're
484. 14:58making that are preventing your videos
485. 14:59from outperforming. Those mistakes are
486. 15:01delay, confusion, irrelevance, and
487. 15:04disinterest. As always, please leave a
488. 15:06comment below if you like this video,
489. 15:07and just in general for feedback. I'm
490. 15:09always reading the comments, trying to
491. 15:11take those and improve. So, if this gave
492. 15:13you value and you liked it or didn't
493. 15:14like it, please leave a comment and let
494. 15:16me know. And remember guys, there is a
495. 15:17ton of free stuff in the description.
496. 15:19I'm literally just giving away the
497. 15:21answers for content. Please check the
498. 15:22description. If you're struggling with
499. 15:24any of these pain points, there's always
500. 15:25something in the description to help
501. 15:26you. And lastly, one more thing. If
502. 15:28you're a business owner and you really
503. 15:29want help improving your content, I
504. 15:31created a free community of only
505. 15:33entrepreneurs and creators. There's over
506. 15:3522,000 people in there that are all
507. 15:37helping each other get better. There's a
508. 15:39bunch of free trainings. It's called
509. 15:40Wavy World. I got a free invite for you
510. 15:42in the description if you want to join
511. 15:43that. It's the easiest way to get
512. 15:45started. All right, with that, we will
513. 15:46see you guys on the next one.