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How to Create Irresistible Hooks (and blow up your content) — Transcript

by Kallaway · 3,945 words · 538 segments · language en · Watch on YouTube

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0:00today we're talking about hooks if you
0:01want your videos to perform better you
0:03have to make better hooks but here's the
0:05thing I'm not going to give you a list
0:06of 25 proven viral hooks cuz that's not
0:09what you need what you need is to
0:10understand the psychology behind why
0:13those hooks worked and then the tactics
0:15for how to use that psychology in your
0:17own stuff so these are going to be the
0:18six best ways to improve your hooks
0:21immediately and if you do all of these I
0:23guarantee your videos will perform
0:25better I know this works cuz content is
0:27all I do I have almost a million
0:28followers billions of views and these
0:30are the secrets for how I go viral
0:32whenever I want all right tip number one
0:34is actually the mega tip it's my full
0:36three-step hook formula and this is how
0:38I look at social media you are driving
0:39down the highway at 70 mph I need you to
0:42see something stop turn around and come
0:44back the other way so how do I get you
0:46to do that the way I do that is by
0:48building a curiosity Loop and this is
0:50one of the base Commandments in
0:52storytelling if you want to tell a great
0:53story you need the viewer to watch the
0:55first line and feel so compelled that
0:57they can't dream of doing anything else
0:59then watching the second line and the
1:01third line and so on the domino effect
1:03this is the Curiosity Loop and the
1:05deeper the loop the more Curious you are
1:07The more I've hooked you so the question
1:09is how do I do that in just three or
1:11four sentences and the answer is that I
1:13built a formula that does this every
1:15single time it's three steps the first
1:17step is what I call the context lean in
1:19the first line or two I need to do two
1:21things one I need to be super clear
1:23about what the video is actually about
1:26topic Clarity and this is so you as the
1:28viewer can self- select in in or out
1:31based on your interest if I'm talking
1:32about investing and you don't care about
1:34investing I actually don't want to trick
1:36you into watching the video because
1:38you're not my target viewer but if you
1:39do care about investing I want to Signal
1:41this to you as soon as possible so I
1:44need to give you immediate context about
1:46the topic the second thing I need to do
1:47is get you leaning in context lean the
1:50more you lean in the more Curious you
1:52are these are the easiest ways to get
1:54somebody to lean in establish Common
1:56Ground reference a benefit or pain point
1:58they may have use a metaphor to simplify
2:01a complex idea or tell them something so
2:03interesting it blows their mind you need
2:05them to be connected and feel like what
2:07you're talking about relates to them in
2:09some way let's go through an example one
2:10of my videos this is the sphere video I
2:12made that got 8 million views I want you
2:14to just watch the first two lines the
2:17tech in the Vegas sphere is insane
2:19biggest screen ever built 20 times
2:21bigger than an IMAX right away I'm
2:22telling you exactly what the context of
2:24the video is the sphere and the tech
2:27inside and I'm getting you to lean in by
2:29talking about the SC screen showing it
2:30and referencing to how much bigger it is
2:32than an IMAX something you may have
2:33known now this is taking the show you
2:35something interesting to blow your mind
2:37route of the options and of course not
2:39everyone is going to be interested in
2:40this video but if you heard about the
2:42sphere or care about tech in venues
2:44you're going to be leaning in okay so
2:45that's step one now step two is what I
2:47call the scroll stop interjection this
2:49is a single line meant to act like a
2:51stun gun I need you to start leaning in
2:53and then immediately I need you to stop
2:55being able to move forward like you ran
2:57into a window and the best way to do
2:58this in practice is is by using a
3:00contrasting word I like to use the word
3:02but but you could use things like
3:03however yet although therefore on the
3:06other hand things like that and this is
3:08more just meant to be a setup line for
3:10the haym maker that's coming in step
3:12three but in order for them to accept
3:13the hay maker you need to stun them
3:15first now back in the sphere example
3:17let's watch both the context lean and
3:19the scroll stop interjection together
3:21the tech in the Vegas sphere is insane
3:24biggest screen ever built 20 times
3:25bigger than an IMAX but get this the
3:28screen is actually the least impressive
3:30part of the whole thing so at this point
3:31I've kind of stunned you right I first
3:33established context and got you leaning
3:35in about how interesting the sphere is
3:37talking about the TCH and the screen but
3:39then I stunned you and told you the
3:40screen is actually not impressive at all
3:43at this point you're like what could
3:44possibly be coming next I the screen
3:46looks huge I can see it in the visuals
3:47and this is the Curiosity Loop that is
3:50building you wondering what is coming
3:51next is replacing any thought that could
3:53be distracting you and send you anywhere
3:55else all right time for step three this
3:57is the haym maker I call it the
3:58contrarian Snapback now the contrarian
4:01Snapback is a sentence that goes in the
4:03opposite direction of the initial lean
4:05it's still on topic but it snaps the
4:08viewer back on a different path and the
4:09bigger the shock the bigger the snap the
4:11better the effect so let's finish the
4:13sphar example now with all three parts
4:15the tech in the Vegas sphere is insane
4:17biggest screen ever built 20 times
4:19bigger than an IMAX but get this the
4:22screen is actually the least impressive
4:24part of the whole thing because the most
4:25impressive part is the audio this is
4:27going to blow your mind at this point
4:29I've got you hookline and sinker I
4:31established context immediately I got
4:32you leaning in the case that you were
4:34interested in something about the screen
4:35or something new you hadn't seen before
4:37then I stunned you and played the Uno
4:39reverse card snapping you back in a
4:41different direction instead of talking
4:42about the screen now I'm talking about
4:44the audio that is the Snapback at this
4:46point you are fully hooked and fully
4:48curious about what comes next you can't
4:50dream of doing anything else other than
4:52learning how this audio is more
4:54impressive than the biggest screen ever
4:56built that's hookline and sinker now it
4:57turns out if you go back and you analyze
5:00best performing content from any Creator
5:02across any medium a lot of it follows
5:03this exact same formula and it doesn't
5:05just have to be the big new style
5:08entertainment Style video type content
5:10if I'm making content as a real estate
5:11agent and I'm purely looking to drive
5:13leads to my real estate practice pure
5:15B2B I could say something like this
5:17there are three massive mistakes people
5:18are making with their mortgage the
5:20average person pays an extra $122,000
5:22per year now most people think it's
5:24because of high interest rates but it
5:26turns out it has nothing to do with that
5:27because the biggest waste of money is
5:29actually coming from see what I did
5:31there now I don't know anything about
5:32real estate I don't know what the right
5:33answer to that is but just that hook
5:34setup even without me knowing any
5:36context I can get you leaning one way
5:38and then the other and if you're a real
5:40estate agent and you make content in
5:41that format I guarantee that would drive
5:44so many leads it would build you as
5:45Authority in your category that's what
5:47you want to do that hook format works
5:50every category every space and if you
5:52don't believe it works I'm going to do a
5:54magic trick because I use the same
5:56psychology formula on you for the hook
5:59in this video and if you're still
6:00watching that proves it worked let me
6:02show you exactly what I did so I started
6:04off by saying
6:07this today we're talking about hooks if
6:09you want your videos to perform better
6:11you have to make better hooks so right
6:13away this was me giving context on
6:15exactly what the video is about hooks
6:17but also creating common ground and
6:19getting you to lean in around the
6:20benefit of making better videos If you
6:22figure out how to make better hooks this
6:24started building the Curiosity Loop in
6:26your mind now if you watch just those
6:28two sentences and you don't really care
6:29about making videos or making content
6:31then that didn't really apply to you and
6:32you've probably bounced anyway but if
6:33you're at this point right now I
6:35guarantee it's because you're trying to
6:36figure out how to make videos to perform
6:37better so this built common ground with
6:39you which is my target viewer okay so
6:41that's step one so context about the
6:42video and I got you leaning in so now
6:44what's next the next thing I said was
6:46this but here's the thing I'm not going
6:47to give you a list of 25 proven viral
6:50hooks cuz that's not what you need this
6:51is the scroll stop interjection the stop
6:53sign the red light the stun gun and this
6:55stops you in your tracks because I'm
6:57reiterating what you've ially heard in
7:00the past typically you see creators talk
7:02about the list of the 40 best proven
7:04Hooks and then they give you the list
7:05but you know this isn't the answer I
7:07know that's not the answer so I'm using
7:09that embedded belief in your head that
7:11you know it's not the answer to stun you
7:13into waiting to see what comes next this
7:15is just the setup line to give the
7:17contrarian Snapback but it works
7:19especially well here because you and I
7:21both know that conventional wisdom
7:23doesn't work and so I'm playing on that
7:25embedded subconscious belief okay so so
7:27far you've stopped the car and you've
7:28exited off the highway now how do I get
7:30you to turn around that is step three so
7:32what did I do next this is the last
7:34thing I said what you need is to
7:36understand the psychology behind why
7:38those hooks worked and then the tactics
7:40for how to use that psychology in your
7:42own stuff and this is the contrarian
7:44Snapback because most people have heard
7:46the word psychology whether you study
7:47psychology or not you've heard the word
7:49psychology and you have a suspicion as I
7:51delivered it that that actually would
7:53result in some surprise or secret
7:55information that's way deeper than the
7:57conventional wisdom you hear that and
7:59you believe that to be true so I've
8:01snapped you back off the conventional
8:02wisdom back to this psychology frame
8:05which is what I'm talking about so when
8:06I say hey if you want to achieve X don't
8:08do y do Z and if you want to achieve X
8:10you're going to listen it works every
8:12time the key though is that you need Z
8:14to actually be compelling which in this
8:16case I think it is this is actually the
8:17formula I use and I know it's proven to
8:18work if you just do this game but then
8:20you don't actually have anything at the
8:21end of the rainbow people would just
8:23churn and you're a fraud so this formula
8:25Works in all types of videos it's not
8:26just short form long form and it works
8:28everywhere else anytime of content in
8:30conversation in life this is BAS
8:32psychology 101 context lean scroll stop
8:34interjection contrarian Snapback now
8:36implementing this in every different
8:38video and every different use case
8:40that's what takes reps in practice that
8:42is not easy and because it's so hard I'm
8:43actually building a software that's
8:45going to do all this for you
8:46automatically not just the hooks but the
8:48entire script you'll just put in the
8:50topic and I will take all the content
8:52Frameworks and psychology baselines that
8:54I understand and we'll just write the
8:55script and the hook for you to make the
8:57video compelling 60 Minutes of script
8:59writing work distill down into 60
9:01seconds that's what we're going for it's
9:02called sand castles now we haven't
9:04launched it yet it's coming soon the
9:05beta is going to drop soon we have a
9:06massive weight list make sure you're on
9:08that weight list because we're going to
9:09have a launch price that's going to be
9:11lower than we ever offer and anyone on
9:13that weight list is going to get it so
9:14sand castle. we're going to help with
9:16all this automated script writing and
9:17hooking all right so now that we walk
9:18through the base psychology and the
9:20formula which is really important to
9:21cover up first let me go through some
9:22extra things that will really help you
9:24sauce up your hooks on top of that
9:26Foundation cuz I promised six and that
9:28formula was technically one so here's
9:30the other five all right the second
9:31thing is visual hooks I say this a lot
9:34but visual hooks are so so so critical
9:36in the video I cannot overstate the
9:38importance visual hooks are probably 100
9:40times more powerful than just spoken
9:42word Hooks and it's because people read
9:44faster than they can hear or that they
9:46can visually comprehend a full video
9:49scene I've said this on many other
9:50videos but if you just put title text
9:53your videos will do so much better so
9:54Step One is put three to five words on
9:56the screen in a big bold font that helps
9:58build that context lean if you can speak
10:00it in one to two sentences can you write
10:02three to five words and distill that
10:04message down a good example of this is
10:06in my video about life siiz floor plans
10:08this video got like 15 million views
10:10check this out these are called
10:11life-size floor plans I use the text
10:13future of Home Design and life-sized
10:15floor plans with arrows to quickly
10:17establish the context and I used future
10:20of Home Designs instead of Life-Size
10:21floor plans at the beginning because
10:23lify floor plans is kind of the name of
10:25the thing and I didn't want to risk
10:26misunderstanding that is how critical
10:28and in detail I get get with these
10:29visual hooks that's how important they
10:31are now the second piece of the visual
10:32Hook is the visual itself you want the
10:35most compelling visual possible with
10:37enough motion to hold their attention
10:39it's like when a deer sees something out
10:40of the corner of their eye in their
10:41Woods they're going to stop and they're
10:42going to look and they're going to see
10:43it you want that same effect with your
10:45visual too much motion and you're going
10:47to overwhelm them and it'll miss the
10:48context too little motion and you're
10:50going to bore them and they may churn
10:51you need just enough motion sometimes
10:53this motion could be a girl in a get
10:55ready with me putting their hair up kind
10:57of leaning forward and leaning back that
10:59sometimes is just enough motion to stun
11:01the viewer into holding and watching for
11:03more this famous Colin and Samir video
11:05about the Rayband metas this has 60
11:06million views the reason this went so
11:08viral in my opinion is because the
11:10initial clip has the perfect amount of
11:12Rapid motion and then him in the mirror
11:14that motion holds and allows them to
11:17talk about the point which eventually
11:19convinces them that the ray band metas
11:20are cool so motion is so critical in the
11:22visual hook the combo of text on screen
11:24plus the motion in the video plus the
11:26spoken word that combo is way more power
11:29F than just a spoken word now the third
11:31and fourth tips are about helping you
11:33build that common ground that I talked
11:34about in the context lean the third
11:36piece is also based psychology it's that
11:38people like hearing things that they're
11:40already interested in but they're open
11:42to hearing New Perspectives on it if
11:44they think that New Perspective will
11:45unlock a benefit or solve a pain point
11:48that they have in the category so if you
11:50make a video about magnesium as a
11:52supplement an average way to write that
11:54hook would be something like you should
11:55be taking magnesium because it's one of
11:5721 core building block minerals it's
11:59kind of decent but it requires a
12:00previous understanding about magnesium
12:02and doesn't really talk about a benefit
12:04or pain point a better context lean here
12:07would be something like if you want
12:08better sleep you need to be taking
12:10magnesium this leads with the benefit of
12:13talking about better sleep and then
12:14introduces magnesium as a potential
12:17solve even if someone is against
12:18supplements or against magnesium they
12:20will likely wait and hear you out
12:22because their desire to solve the pain
12:24of not sleeping well is so strong when
12:26you're riding hooks you always want to
12:28think about what the benefit fit or
12:29paino solve is to the Target viewer and
12:32then work that in if you can all right
12:34now the fourth piece to building the
12:35common ground is cult hopping and I've
12:37talked about this before when people
12:38hear something that they've heard before
12:40it unlocks a comfort in their
12:42subconscious and the opposite is true it
12:44sounds weird but if you hear a bunch of
12:45stuff You' never heard before you start
12:47to feel dumb and you don't like that
12:48feeling so you bounce away this is why
12:50if you tried to listen to an advanced
12:52physics lecture and you've never taken a
12:54physics class you would likely feel
12:55super dumb and not want to listen to it
12:57so when you're making videos about com
12:59complex or Niche topics you need to find
13:01a way to wrap the unknown idea in
13:04something that is known some common
13:06layer and one way to do this is what I
13:08call cult hopping this is taking a known
13:10brand or a celebrity or a movement or
13:12some cultural reference and using it as
13:15a metaphor or a comparison around your
13:17point for example if you make videos
13:19about complex tax planning maybe you
13:21talk about how Taylor Swift's financial
13:23advisor would plan her estate around the
13:26arist Tor earnings she just made or
13:28maybe you just reference her in a group
13:29of celebrities when you talk about the
13:30elite level of wealth that you serve
13:32using these references is a really easy
13:34way to establish that common ground and
13:36it's subconscious but it creates comfort
13:38for the viewer and you don't need to
13:39make your full piece of content around
13:41that celebrity or brand but this will
13:43help you draft off The credibility and
13:45the popularity of something that already
13:47exists when you're still smaller and
13:49growing all right tip number five is to
13:51compress speed to value and this is a
13:53say I use a lot especially when I'm
13:54talking about short form video when you
13:56make a piece of content you should feel
13:57like you have a timer Counting down in
13:59your head before that content explodes
14:01and no one pays attention to it for
14:02short form that timer is about 4 seconds
14:04for YouTube videos that timer is maybe 1
14:06to 2 minutes so you need to find a way
14:08to compress the time to demonstrate
14:10initial value to before that explosion
14:13line and that applies to both
14:14educational and entertainment content
14:16the best way to do this is to give a
14:18little hit of value right at the front
14:20either in the hook or right after the
14:21hook because you don't want to bury your
14:23best stuff think of it like this
14:24anything you make after they click off
14:26might as well be a black screen cuz
14:27they're not going to see it you should
14:29frontload the value as much as possible
14:31you're not going for full completion
14:33your super fans will watch the full
14:34video you want to frontload the value as
14:36much as possible to eek out an extra 30
14:38seconds at a time now I find that as
14:39long as that first hit of value is
14:41unique and helpful they will typically
14:43stay around long enough to give you a
14:44chance to show your second hit of value
14:46that same logic that we apply with a
14:48curiosity Loop should apply to this
14:50value Loop give context immediate value
14:52give context immediate value frontload
14:54that as much as possible ideally you can
14:56inject that first hit of value within
14:58the hook that's when you're really
14:59masterful but if you can't do it in the
15:00hook do it right after the hook to keep
15:03them all right now the sixth super
15:04tactical tip is to make your hook
15:06sentences staccato and if you don't know
15:08what staccato means staccato is a type
15:10of note in music that is short T that's
15:12staccato now I talked about in my
15:14storytelling video which I'll link at
15:15the end of this how it's good to vary
15:18the length of your sentences to create a
15:19diverse Rhythm and that is true for the
15:21whole video but for the hook up front
15:23you want to compress short sentences as
15:26much as you can and the reason why you
15:27do this is because shorter sentences
15:29force you to achieve Max Clarity it
15:31increases the density of value per word
15:34at the beginning and when time is at a
15:36premium at the beginning of the video
15:37you want to increase density value per
15:39word as much as you can go shorter
15:41initially and then expand to medium and
15:43longer as the video extends all right as
15:45you can tell a lot of this is just
15:47getting the Reps in and continuing to
15:49iterate and learn how to do this make
15:51this subconscious there are dozens of
15:53other tips that I didn't have time for
15:54in this video that I also try to infuse
15:56as well it's all about the Reps now this
15:58takes time I've spent thousands of hours
16:00doing this myself what you really need
16:02are reps and then guidance from somebody
16:04who has more reps than you and this is
16:06the type of thing that I help people
16:07with in short form Academy right now the
16:09academy is closed but make sure if this
16:11is the thing you need help with and
16:12you're interested in be on the wait list
16:13short form. Academy we'll let you know
16:15first when we reopen and also guys check
16:17out all the free resources that I have
16:19in the description I'm not lying when I
16:20say this I put almost all of my best
16:22stuff out for free it's all in the
16:24description you just have to click
16:25subscribe and I will send the stuff to
16:27you so make sure to check that out if
16:28you're you're struggling make sure
16:29you're on the wait list for sand castles
16:31and we'll see you guys on the next video
16:33peace

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