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How to Make ANY Topic Addictive on Social Media (The Illusion of Novelty) — Transcript

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0:00If you want to get people truly addicted
0:01to your content, there's one
0:03storytelling trick you should be using
0:05every single time. It's called the
0:07illusion of novelty. And if you can
0:09understand this one simple framework,
0:11you'll be able to make even the most
0:12boring topics in the world sound
0:15incredibly interesting. Of course,
0:17people covering the sexy stuff can
0:18always hold attention. But how does
0:20someone like a dentist, a life insurance
0:22salesperson, or even a cemetery owner
0:25make content that consistently
0:26outperforms? The answer is this
0:28framework. Now, I know this works
0:30because content is all I do all day
0:32long. I have a million followers. I've
0:33done billions of views. And I've spent
0:35literally years studying how to turn any
0:38topic into a super compelling story. So,
0:40in this video, I'm going to break this
0:41whole framework down. This is the
0:43five-step process for taking any topic,
0:45even the most boring ones, and turning
0:47them into a story that is addicting to
0:49watch. This is the illusion of novelty.
0:52All right, before we break down the
0:53five-step framework, let's just align on
0:55one thing. What actually makes a piece
0:58of content addictive? Because our goal
1:00here is to learn how to turn any topic
1:02into something addictive. But what
1:03actually makes the best stuff addictive
1:05by default? It actually boils down to
1:07just three very simple things. The most
1:09addictive content is relevant, novel,
1:12and interesting. It answers yes to these
1:14three questions from the viewer. Number
1:16one, is it something I care about?
1:18Number two, is it a new concept I
1:20haven't heard before? And number three,
1:22am I intrigued to want to learn more?
1:24Fundamentally, that is what addicting
1:26content actually has in its DNA. Now,
1:28the hard part for people making content
1:30in more boring categories is figuring
1:32out parts two and three because you can
1:34make anything relevant to any person
1:36just by calling them out. But how do you
1:37turn a topic that is boring and stale
1:40into something that is new and always
1:42interesting? That conversion process is
1:44the magic that gets unlocked with the
1:45illusion of novelty framework. We are
1:47going full water into wine here. So, for
1:49the rest of this video, I'm going to
1:50break down the five steps that actually
1:52help you create this illusion. Because
1:55that's really what it is. We're taking
1:56something without novelty and building
1:58an illusion that it is novel. And to
2:00prove to you that I'm not full of it,
2:02after we go through the five steps, I
2:03will break down an example live of
2:05literally the most boring concept I
2:07could possibly think of to show you the
2:09framework in action. All right. The
2:11first step in creating the illusion of
2:12novelty is called the new reveal. A new
2:15reveal is when you make an existing
2:16thing feel new by revealing something
2:18has changed about it. Let's take the
2:20most boring topic on earth, drinking
2:22water. If I just said, "Hey, drinking
2:24more water is good for you." Well,
2:26immediately I've just lost your
2:27interest. And the reason is because
2:28you've heard that 10,000 times. Shout
2:30out, Mom. There's just nothing new in
2:32there to get you excited about. But
2:34watch what happens when I reveal a new
2:36angle about drinking water that you
2:38haven't heard of. What if I said there's
2:39new research about drinking water? It
2:41turns out based on the time of day you
2:43drink it, not the amount, it'll give you
2:45more energy than your morning cup of
2:47coffee. Same topic, drinking water, but
2:49now all of a sudden something new has
2:51been revealed. All of a sudden, you went
2:53from immediately scrolling past to
2:55potentially locking in. Now, the other
2:57piece that goes with this new reveal is
2:59called outcome mapping. Because not only
3:01do you want to reveal that something new
3:03has changed, but also you want to tie
3:05that thing to an outcome that the viewer
3:07wants. So, in my water example, not only
3:09did I reveal that the time you drink the
3:11water matters, but I tied it to a thing
3:13you want, having more energy than your
3:15morning cup of coffee. So, the formula
3:16here for this first piece is reveal new
3:19aspect of a thing plus tie it to an
3:21outcome you know the viewer wants. Now,
3:24here's why this works so well in
3:25content. When you're scrolling or
3:26consuming content, your brain is on
3:28autopilot and subconsciously it's
3:30designed to tune out anything familiar.
3:33It doesn't need to pay attention to
3:34those things. It only picks up and stops
3:36on things that are new. So novelty is
3:38required to get someone to focus. But if
3:40it's just novel and not relevant to an
3:42outcome they want, well then they still
3:44won't stop. That's why the two have to
3:46go together. The new reveal makes them
3:48look, but the outcome mapping makes them
3:50stay. And notice what just happened with
3:52just one of the five steps in this
3:54illusion framework. We've already hit
3:55two of those major three questions.
3:57Making it relevant and making it new.
3:59Now, here's the part that most people
4:01get wrong, and this will really unlock
4:02and have the light bulb moment for you.
4:04Most people think a new reveal means
4:06that you have to be talking about a
4:07brand new topic, and that in your
4:09industry, if it's boring, there's just
4:10not a lot of new stuff. And that, of
4:12course, makes things easier, but you
4:13don't have to just use new topics. This
4:15is why this framework is so valuable.
4:17You can find a new angle on any old
4:20thing and make it feel novel. That's the
4:22illusion. So, to create the illusion,
4:24literally in step one, you really have
4:25two paths. If the thing is genuinely
4:28new, a new tool, a new study, a new
4:30method, then all you have to do is
4:31reveal that that new thing exists and
4:33you've got novelty. But most of the
4:35times, like I said, in your industry,
4:36the topic is going to be old. And that's
4:38completely fine. In this case, you're
4:40not revealing a new thing. You're
4:41revealing a new aspect or a new angle on
4:44an old thing. And this could be a new
4:46frame, a new name, a new update, some
4:49new finding that nobody had talked
4:50about. There's so many ways you can come
4:52up with this new angle. So, if you're in
4:54the process of trying to figure out how
4:55do I come up with those new angles that
4:57are not boring, ask yourself these two
4:59questions. Number one, what is the new
5:01angle here? Is this genuinely a new
5:03thing? Or do I need to find some
5:05reframe, some angle, some framework,
5:07some name to make it feel new? And
5:10number two, what is an outcome that my
5:12viewer genuinely wants? And how do I
5:13connect this new thing or new angle to
5:16it? Then just write the hook for your
5:18content as one to two lines that covers
5:20those two things. X new thing just
5:22changed the way you get Y result or
5:25you've probably heard of X topic well Y
5:27just happened that changed the way you
5:28do X to get Z result and of course those
5:31are just two example ways of framing it
5:33literally don't every 1 thousand
5:35thousands of people watching this copy
5:36those exact things those are just
5:37examples but the point is you can see
5:39how I'm setting it up in the hook to
5:41accomplish those two answers your main
5:42takeaway is this not every space has
5:44brand new stuff happening all the time
5:46but every space has old stuff and old
5:48stuff always has new angles your job is
5:51to find those new angles and connect
5:52that to the outcome the viewer wants.
5:54All right, step two in the illusion of
5:56novelty framework is called contrast
5:58framing. And this is the piece that
5:59takes whatever that new angle is from
6:01step one and makes it impossible to
6:03ignore. Contrast framing is when you
6:05position your new reveal against
6:07whatever the old thing was that people
6:10already believed in. Cuz here's the
6:11thing, new doesn't mean anything on its
6:13own unless it's compared relatively
6:16speaking to old. Your brain can't
6:17actually tell what a new thing is unless
6:19it's comparing it. This is called a
6:20comparative relationship. So, let me
6:22show you what I mean. Back to our water
6:24example. If I just say the timing of
6:26when you drink water in the day gives
6:27you more energy. Well, that's mildly
6:29interesting. It's a new reveal. But
6:31let's be honest, you might remember
6:32that, you might not. You could scroll
6:33right past it. But watch what happens
6:35when I put that up against what you
6:37already believe to be true. What if I
6:39said you've been told your whole life
6:40that you need to drink eight glasses of
6:41water? Well, it turns out that number
6:43was pretty much made up. And actually,
6:45how much you drink doesn't have any
6:47effect on how you feel. What does is
6:49when you see the difference in that? It
6:51was basically the same fact, but because
6:53I positioned it relative to what you
6:55already thought was true, the eight
6:56glasses of water per day, all of a
6:58sudden it gave merit to this new thing.
7:01That is contrast framing. And here's why
7:03it works so well. The moment you frame a
7:05new thing against an old thing, you
7:06create a gap. The gap is between what
7:09someone thought was true versus this new
7:11reality you're suggesting. And the
7:13reason this holds people's attention so
7:14well is because when the brain believes
7:16it might be wrong, it freezes and pauses
7:19to hear new information to recalibrate.
7:22And that unlocks the third of the three
7:24pieces we need for addicting content.
7:25Intrigue or interesting. Now, there's
7:27one tactical rule for how to set up
7:29these contrasts to make sure they don't
7:31break. You need to position your
7:32contrast as a true opposite against
7:35whatever the original belief is. And I
7:37see this mistake all the time. You can't
7:39just take a new thing and then randomly
7:41throw out an old thing that has nothing
7:42to do with it. That doesn't create
7:44contrast. It creates confusion. So,
7:45tactically, when you're setting these
7:47up, ask yourself this one question. What
7:49does my audience already believe about
7:51this topic that I can hold constant as
7:53the old or original belief? Then, how
7:56can I position my new angle directly
7:58against that? Then you write it so that
8:00your new angle sits right next to that
8:02old belief directly in the script.
8:04Everyone thinks X, but actually it's Y.
8:07You've been told X your whole life.
8:08Turns out X is wrong. Y is actually the
8:11thing if you want to get Z result. X
8:13used to be the gold standard, but now Y
8:15makes X obsolete. And again, you don't
8:17have to use those three word for word
8:19exactly. I don't want everyone doing the
8:21same thing, but you get the point of how
8:22those examples kind of work. All right,
8:24now we are on to step three. And so far,
8:26we've covered the new reveal plus
8:28outcome mapping. And then we covered
8:29contrast framing. The new reveal and
8:31outcome cover something new and tie it
8:34to make it relevant. And then contrast
8:35framing really ratchets up the curiosity
8:38and interestingness of that thing. And
8:40again, this whole framework is in an
8:41effort to make boring things more
8:44interesting to create the illusion that
8:46there is something new, exciting, and
8:47interesting to pay attention to even if
8:49that thing is actually boring and old.
8:51Now, the third component is a little
8:53different than the other two, and this
8:54is urgency. I call this the turbo
8:56button. Think of urgency like an
8:58optional accelerator that you can pour
9:00on top of the first two, but you don't
9:02have to use it if it doesn't make sense.
9:03Here's what it is. Urgency is a
9:05timeliness-based principle. It's
9:07basically like a red alert button to be
9:09like, "You have to pay attention right
9:10now because something just changed or is
9:12about to change." If you add this on top
9:14of the first two pieces, it's adding
9:16time compression and pulls intrigue out
9:19of the person. It makes them want to
9:20care more. Here's an example. Let's say
9:22a brand new AI writing tool came out
9:23that allows you to write email
9:25newsletters perfectly in your voice. You
9:27could say something like, "There's a new
9:28AI tool that lets you write email
9:30newsletters perfectly in your voice."
9:32And that's fine, but what if you said,
9:33"This new AI tool just dropped
9:35yesterday, and it lets you write email
9:37newsletters perfectly in your voice."
9:39That hits a little bit harder. And it's
9:40because your brain prioritizes things
9:42that just happened as more important
9:44than the baseline. That psychology
9:45mechanism has a name. It's called
9:47recency bias. The more recent something
9:49feels, the more the brain insists on
9:51paying attention because it wants to
9:52know if that new thing has to update all
9:54of its thinking. Now, here's the writing
9:56rule when it comes to scripting that
9:58matters with this. Like I said, urgency
10:00is optional. This is the one piece in
10:01the framework that you're allowed to
10:03skip if it doesn't make sense based on
10:05the topic you're talking about. So,
10:06taking our water example, is there an
10:08urgency piece like something just
10:10happening or something about to stop
10:12happening that we could add in? Eh, not
10:14really. Unless a new scientific study or
10:16research came out that points to this
10:18discovery of timeliness being relevant
10:20for the water consumption, we don't
10:22really have an urgency lever to pull and
10:24so we should just ignore it. What you
10:26don't want to do, and I see this mistake
10:27a lot, is people add fake urgency when
10:30it doesn't go with what you're saying.
10:32Don't try to bolt on a fake deadline
10:33when it's not actually there. If people
10:35smell this fake urgency, immediately you
10:38lose all trust and it feels like you're
10:39trying to sell. So, only use this when
10:42you can naturally coast on something
10:43that just happened or something that is
10:45about to stop happening. That window is
10:47urgency. Specifically, you could say
10:49things like, "This thing just happened a
10:51few weeks ago." Or, "This only became
10:53possible a couple days ago." For years,
10:55this didn't work until this one change.
10:58And this window won't stay open forever.
11:00And that's the whole breakdown on part
11:02three, urgency. When you have a time
11:04constraint on your side, use it. But if
11:06you don't, go ahead and pass. It's
11:07optional, and you can use the other
11:09four. All right. Step number four in
11:10creating the illusion of novelty is
11:12called bullseye proof. At this point,
11:14your topic feels new. It feels relevant.
11:16It feels interesting. And maybe it even
11:18feels urgent if you could use that
11:20timebased urgency. But there's still one
11:22big problem standing between you and the
11:24viewer's trust. And that is they don't
11:26actually know if what you're saying is
11:28true. This is where the bullseye proof
11:29step comes in to solve it. And basically
11:31what you're doing here is showing
11:32evidence to justify why your claims on
11:35this new reveal are true. And when it
11:37comes to this bullseye proof step,
11:39there's a couple different ways you can
11:40do it. But the best proof is always
11:41going to be what hits closest to home
11:43for the viewer. And here's what I mean.
11:45Let's take our water example again. Our
11:47big reveal was that the timing of when
11:48you drank matters more than how much you
11:50drink. Now watch the difference between
11:52how certain types of proof hit depending
11:55on what we attach to it. Version one, a
11:57study claims that the timing of
11:59hydration affects energy levels. Version
12:01two, I've got a buddy same age as you
12:04crashes at work every day at 3 p.m. All
12:06he did was change the timing when he
12:08drank water and his energy levels were
12:10through the roof. It's the same new
12:11reveal, but the second one had proof
12:13that was much closer to you and what you
12:15experience. That is bullseye proof. The
12:18closer the proof is framed to the
12:20viewer's life, the more likely they are
12:21to believe the new reveal to be true.
12:23And that psychology mechanism also has a
12:25name. It's called self-identification.
12:27We don't really like to trust third
12:28party claims. What we do like to trust
12:30is versions of ourselves experiencing
12:32the result we want. Examples like us,
12:35case studies that sound like we do,
12:36visual examples that look like we do.
12:38That's the best type of proof. So
12:40essentially there is a trust ladder here
12:42where as you go up the ladder you have
12:44more trust accumulated because of the
12:46type of proof you're using. And you
12:47always want to climb as high as you can
12:49on the trust ladder. But again if the
12:50proof isn't there you don't manufacture
12:53a lie. Now this is the trust ladder as I
12:55see it. The top rung the bullseye proof
12:57is a onetoone singular example that's a
13:00mimic of the viewer. Same age, same
13:03look, same problem, same situation. If
13:05you as the creator are the exact same
13:07demo as the viewer, then the bullseye
13:08proof can also be a result that you
13:10experienced. That's why typically
13:11creators that are in the demo have
13:13success. Now, if you don't have bullseye
13:15proof, the next best proof, one layer
13:17down on the ladder, would be proof from
13:19the warm crowd. This is the generalized
13:22Wii when you just refer to like a bunch
13:24of people got this result and you kind
13:25of say it willy-nilly. It's third party,
13:27but at least there's a proxy for people
13:30in the crowd. And at the bottom of the
13:31ladder, the worst, but still works, is a
13:33third-party verification. Some study,
13:36some article, some stat, some award.
13:38Those work too, of course, but it
13:40requires the viewer's imagination to
13:42assume, okay, the study verified it, but
13:44who was part of the study? Were those
13:45people like me? Would this work for me?
13:47They start asking a bunch of other
13:48questions. So, like I said, every rung
13:50on the trust ladder works, all three.
13:52But the higher you get, the easier it
13:53will be for the viewer to trust what
13:55you're saying and the more interested
13:56they'll be. All right, we've made it to
13:58step five in the framework. And this is
13:59the last one that will really seal the
14:01deal. I call it protect the illusion.
14:03And this one is different from the other
14:04four. The new reveal, the contrast, the
14:06urgency, the bullseye proof, those built
14:08up the illusion. Those are the things
14:10that actually turn the boring topic into
14:12something that's interesting. But this
14:14last piece isn't about building
14:15anything. It's about avoiding the most
14:17devastating storytelling mistake that
14:19will tear down the entire illusion you
14:21just built. I call it don't show the
14:23mascot. Picture a kid at Disney World.
14:25He sees Mickey Mouse walking around. He
14:27sees Goofy. He's got the $12 Mickey ice
14:30cream. Everything's great. Cinderella's
14:31castle. It's full magic. But then that
14:34same kid wanders behind some gate that
14:36wasn't supposed to be open. He walks
14:38through. He looks up. And what does he
14:40see? The Mickey mascot head on the
14:42ground. Some bald, unshaven, out
14:44ofshaped guy, sweaty, wearing a half
14:46mascot costume smoking a cigarette.
14:48Poof. Immediate magic gone. That
14:50illusion of novelty. the illusion of the
14:52magic up in smoke over in 1 second. No
14:55matter what, to preserve the magic of an
14:57illusion, you never show the mascot.
14:59Now, this concept is actually very
15:01critical when it comes to storytelling
15:03in content because you don't want to
15:04break the illusion you just made. And
15:06what this really looks like tactically
15:07is that you have to commit to the story
15:09line. You don't hedge and you don't
15:11downplay what you're saying. Let me show
15:13you what I mean. Let's go back to the
15:14water example again. Let's say I did get
15:16you hooked on the idea that the timing
15:18of your water is actually more important
15:19than the quantity. But then I followed
15:21up with something like this. Of course,
15:23this phenomenon is just circadian
15:25biology. People have known about this
15:26for decades. Just like that, the
15:28intrigue that I just opened the loop
15:30for, that illusion is gone. I just took
15:32the head off the mascot. Now you're not
15:33interested because you know that it's
15:34existed for decades. So, the rule is
15:36really simple. Never reveal that the new
15:38angle or the new frame you put on the
15:40old topic is actually just a mascot
15:42dressed up in disguise. And the part
15:44that makes this okay is that you're not
15:46lying. Anyone who doesn't remember or
15:48doesn't know the old frame, when you say
15:50the new thing, it feels new to them. So,
15:52as long as you commit to the illusion,
15:54it'll never go away. Now, the second
15:56half of protecting the illusion is what
15:58I call the gossip whisperer. And this is
16:00all about the way you deliver your
16:02points in general. Here's an example.
16:04Same fact, two different ways. Listen to
16:06the difference. First, you've got the
16:08town crier. Huge news. This changes
16:10everything. You need to pay attention
16:11now. And then you've got the gossip
16:13whisperer. Okay? Okay, so not that many
16:15people know about this yet, but that
16:16second one is going to win every single
16:18time. And it's not close because that
16:20first one you announce like a billboard
16:22and the second you try to project like
16:23that, immediately people get suspicious
16:25that they're being sold to. People are
16:27trained to distrust and dismiss any tone
16:30that feels salesy. In 2002, that would
16:32have worked. 2026, not a chance. But
16:34when you lower your voice and it feels
16:36like you're letting them in on a secret,
16:38they're getting a peak behind the
16:39curtain that they shouldn't have gotten.
16:40All of a sudden, they get intrigued.
16:42You're not selling them on something.
16:44You're sharing something with them.
16:46That's the difference. And that is it.
16:48That five pieces is the illusion of
16:50novelty. New reveal, outcome mapping,
16:53contrast framing, urgency if it makes
16:55sense, bullseye proof, and then
16:57protecting the illusion. That is the
16:59illusion of novelty for taking any
17:01topic, even the most boring ones, and
17:02making them feel novel so that people
17:05actually want to watch. Now, before I do
17:06a live demo, I want to say linked below
17:08for free is a doc that breaks down the
17:11core principles of the illusion of
17:13novelty. And my goal is that you can
17:14take this and you can feed it into
17:16whatever AI LLM you use. ChatBT, Claude,
17:19Gemini, whatever you use, put this in
17:21there and it will upskill it. Upskill
17:23Claude is what I use so that it then has
17:26knowledge on this framework. If you use
17:28it for writing, script writing, or even
17:29brainstorming, it will then have those
17:31components. So, I've got that for free
17:32for you. Links below if you want to take
17:34it. Now, there's only one thing left to
17:35do in this video, and that is to let me
17:37prove to you that this actually works.
17:39So, what I've done is come up with what
17:41I think is the most boring topic on
17:44planet Earth. The drinking water thing
17:45looks like the most interesting movie in
17:47the world compared to this, and that is
17:49root canals. So, here's how I would use
17:50this framework live to make content
17:52about a root canal sound interesting.
17:54Let's say you're a dentist or an oral
17:56surgeon. You're like, I got to make
17:57content this week. Boom. Root canals
17:59come up as a topic. What do we do? Part
18:01one is to come up with the new reveal
18:03tied to an outcome. So, let's assume all
18:06this was true. You could open with
18:07something like this. There's a new way
18:08to get a root canal with robotics that
18:10uses zero needles, has zero pain, and
18:12will get you back to work in 30 minutes.
18:14So, obviously, I'm not a root canal
18:16expert. Let's assume that's true. But
18:17even if it's not, what you would do is
18:19come up with different angles for things
18:21you know to be true about root canals
18:23that could be that new frame and tie it
18:25to the outcome that you think the viewer
18:26wants, which is no pain, fast procedure,
18:29fast back to work. Now, part two is the
18:31contrast framing, and this is setting up
18:33what we said against what the viewer
18:35already believed. So, I might say
18:37something like this. If you ever heard
18:38about root canals, you probably know
18:40historically they're extremely painful
18:41and take a long time to recover from.
18:43But that was the old way. This new way
18:45makes all of that completely obsolete.
18:47Okay. Now, part three is the urgency.
18:49And lucky for us in this example,
18:50urgency is very easy to use. So, we
18:52might say something like this. Barely
18:54any dentists are trained on this
18:56technique yet. You have to look really
18:58hard just to find a clinic that even
18:59offers it. And part four is the proof.
19:01Now remember proof. We want to land as
19:03close to the viewer as possible to get
19:04them to see themselves in this outcome.
19:07So you could say something like this. I
19:09just had a patient who was terrified of
19:11needles. They waited 2 years to get this
19:12done. They got the procedure. They
19:14texted me 90 minutes later back from
19:15their desk. Couldn't believe how
19:16painfree it was. And part five, lastly,
19:19protect the illusion. The goal is to say
19:21every word like you're letting them in
19:22on a new secret that just came across
19:24your desk and not reveal that this
19:26robotic dentistry is actually something
19:28that's been around for decades that has
19:30been slowly improving over time. Now,
19:31here's what this script would sound like
19:33altogether without the kind of break
19:34points and explanation. And of course,
19:36you could add more, but this is just a
19:37starter. Most people have no idea this
19:39exists, but there's a new way to get a
19:40robotic root canal with zero needles,
19:43zero pain, and you'll be back to work in
19:45less than 90 minutes. If you've heard
19:46about root canals before, you probably
19:48know how painful and uncomfortable they
19:50usually are. But that was the old way.
19:52This way makes the pain and waiting
19:54basically obsolete. Now, the funny thing
19:56is almost no dentist has been fully
19:58trained on this technique yet. So, you
19:59have to really go searching to find an
20:01office that offers it. We just had a
20:02patient who's terrified of needles and
20:04put this off for 2 years that was back
20:05to work within the hour. They got it
20:07done, text us from their desk, and
20:08couldn't believe it felt like nothing
20:10had happened. Now, obviously, there's a
20:11lot more we could have added, like
20:12breaking down how the robotic process
20:14works and what it means and all of this,
20:16but you don't need that. The point is
20:18those were the core pieces that make
20:20this feel more interesting. Now, you
20:21could admit if you just heard a boring
20:23topic about a root canal, what I just
20:25went through was at least a little bit
20:26more interesting. And that's from me who
20:28doesn't know anything about dentistry or
20:29root canals. I'm telling you, this
20:31framework really works for taking boring
20:33stuff and making it interesting,
20:35especially if you're an expert in that
20:36topic already. All right. All right.
20:37Now, I have one final surprise for you
20:39that I want to reveal in this video. And
20:41that is that what I've been doing to you
20:43throughout this entire video was one
20:45giant example of the illusion of
20:47novelty. Let me prove it to you. That
20:49name, the illusion of novelty, that
20:51doesn't exist. That's made up. I just
20:53made that up. Everything I taught you,
20:54all these principles were some form of
20:56persuasion psychology that has existed
20:58for hundreds of years. I took something
21:00old that already existed. I put a new
21:02rapper on it and made it feel new to
21:04you. Then I contrasted it with what you
21:07walked in believing to make it feel
21:09relatively different. And that is that
21:11boring topics are always boring and
21:13there's no way to make boring topics
21:15interesting. I then tied it to the thing
21:17you want most, which is making better
21:18content that actually grows in any
21:20niche. I showed you proof and then I
21:22told the whole thing kind of like I was
21:24letting you in on a little secret. And
21:26remember when I told you at the end,
21:27never show the mascot? Well, this is me
21:28violating the main rule to give you a
21:30peak behind the curtain, a break through
21:32the fourth wall to see actually what I'm
21:34doing. Cuz here's the truth. The real
21:36topic that I'm talking about, the
21:37mechanics of storytelling for boring
21:39topics, that's pretty dry. It's the kind
21:41of thing that most people know they
21:43should watch, but quietly they never
21:44would cuz it's just not entertaining.
21:46And yet, here you are 20 minutes in,
21:49still watching. So, remember when I said
21:50the best proof to use when you're
21:52actually going through something is the
21:53thing that hits closest to home? Well,
21:54there's no better proof than this where
21:56you actually went through a live demo of
21:58it working. This exact thing, the
21:59framework I just used on you, now you
22:01have it and you can make any content
22:03about any topic interesting to anyone.
22:06That is the illusion of novelty. Now,
22:08there is one more bonus thing I want to
22:09cover in this video and a lot of people
22:11have questions about this and that is
22:13how do you actually know if your
22:15implementation of this framework is
22:16working? Like how do we measure which
22:19versions of us doing this have the best
22:21return? Because one thing to try this,
22:23but it's another thing to actually know
22:24if it's working and what to double down
22:26on when you make more videos. So, this
22:28is the exact framework that I use to
22:30look at my own video performance metrics
22:32to gauge when something is working. I'm
22:34going to step you through it one by one.
22:36First, I go into sandcastles.ai. This is
22:38my tool that I built for this and I pull
22:40up my channel individually. So, in this
22:42case, we'll use the Callaway Marketing
22:44channel on Instagram for this demo. And
22:46I like to set the date range to just
22:48include when I started this experiment,
22:50right? If you weren't using this
22:51framework before you watch this video, I
22:53would set the date range back to only
22:54include videos where you're doing this.
22:56So, let's just do 2 months for example.
22:58And I'm going to sort these by most
23:00views at the top. Now, the first thing I
23:02do is I deep analyze all the videos in
23:04this set. That'll give me the
23:06transcript, all the social data I'd
23:08want. You can do this analysis two ways.
23:10You can press individually on each
23:11video. Analyze, analyze, analyze. Or you
23:14can look up at the top for how many
23:15videos are in this two-month window in
23:17this case. Press bulk analyze. type that
23:20number and it will run the analysis for
23:21all of them at the same time. Now, once
23:23you have them deep analyzed, you can
23:24click on any video and you'll see the
23:26transcript. And if you click that little
23:27button in the upper right, that little
23:29like bullets with the lines, that will
23:30actually reveal the sections of the
23:32script. And over time, if you do this
23:34enough, those sections should map pretty
23:36close to what I just talked to. Now, the
23:38real sauce is analyzing the patterns
23:41across these videos. Right now, you can
23:43analyze this storytelling structure in
23:45two ways. The manual way would just be
23:46to start with the first one, the best
23:48performer. watch it and then flip that
23:50little arrow in the corner one by one.
23:52So, you're watching them, you're reading
23:53the script, you're trying to get a sense
23:55for like, what did I do on this one?
23:56Okay, next one. What did I do on this
23:58one? These are the two best performers.
24:00Is there a pattern? Next one. What did I
24:01do on this one? And you just keep going
24:03through all your videos. You're getting
24:05worse and worse, right? Because you're
24:06ranking them by view. And you're trying
24:07to figure out, do I notice a pattern
24:09across any of these elements? The new
24:11reveal, the way I did the proof, the way
24:14I did the urgency. Is there a pattern or
24:16not? Now, if you're not good at
24:17identifying patterns, not everyone is,
24:19you should use AI because AI is
24:21extremely good at identifying patterns,
24:23arguably the best thing that it is at.
24:25So, what you need to do is get this data
24:27into an AI LLM. And there's two ways to
24:29do that. You can either hit the export
24:31button on the top right, get the CSV and
24:34just drop that into any LLM you use, or
24:36you can download the Sandcastle's MCP
24:39plugin for Claude, which is basically
24:41like a data pipe that lets you talk to
24:44Claude and it can query data directly
24:45from Sandcastles. So, what I would do is
24:47just ask Claude, analyze the 10 videos,
24:4920 videos, 30 videos, however many you
24:51have, and help me figure out what I did
24:53in the storytelling of the script for
24:55the winners that is a pattern that is
24:57different from all the losers. what am I
24:59doing differently and give me very
25:00specific instructions for what I should
25:02do moving forward. You can then also
25:03feed in the illusion of novelty doc that
25:05I gave you for free that we linked below
25:07I talked about before. You can feed that
25:09into Claude and say, "Hey, this is what
25:11I was going for. Look at the transcripts
25:13and try to match these up. Find the
25:15patterns within this framework." And
25:17that makes it super helpful. Doing this
25:19exercise will help you identify the
25:20words, the sentence structure, the
25:22grammar, and the topics that you talked
25:23about in the winners that were different
25:25from the losers. And the reason this is
25:27so important is because even though the
25:29framework fits oneizefits-all, the
25:31execution will not. Whatever works for a
25:33dentist is not going to work for a
25:35financial adviser. And so you need to
25:36look at your own data. If you're not
25:39using your own social data to inform
25:41your future decisions about topics and
25:43scripts and formats, you're really
25:45playing the game on hard mode. The
25:46reason I built sand castles.ai is
25:48because I wanted this social data
25:50process to be much, much easier. So this
25:52would be the way to set it up and this
25:54is what I do every single day. All
25:55right, guys. That is all I've got for
25:57this video. As always, I'm trying to
25:58break down the non-obvious stuff that
26:00you just don't typically hear on the
26:01internet when it comes to this category.
26:03Hopefully, this one will be an absolute
26:04masterass for you in storytelling.
26:06Specifically, how to turn boring topics
26:09in boring industries into super
26:11interesting content that gets people to
26:12engage. Like I said before, if you want
26:14the illusion of novelty doc, it's free.
26:16I mean, there's no reason you shouldn't
26:17take it. You can get that below and
26:19upload that into any AI LLM and it would
26:21just download this framework installing
26:23this skill into whatever AI you use.
26:26Second, if you want to see a deeper dive
26:28in Sandcastles for how I actually set it
26:30up and like look at my data and use it
26:32in Claude, I've linked a video for you
26:33below. And then third, I usually don't
26:35talk about this on my videos. If you
26:37want my help one-on-one to build your
26:39personal brand, you feel like you're in
26:40one of these more boring categories.
26:42you've tried making content before, it's
26:44really not working, and you want to both
26:45get traffic, but also convert that into
26:47leads and sales. I do have a program
26:49where I help people one-on-one. What I
26:51do is go through the content strategy
26:53with people, help them set up their
26:54pillars, and then I literally review
26:56every person's videos one- on-one every
26:58single week, and give specific feedback
27:00for how to improve. It's just like the
27:01fastest possible path to find the
27:03answer. We have all kinds of these like
27:05business owners in these more boring
27:06categories in there. Digestive health,
27:08B2B sales, fitness, cleaning businesses.
27:11It's really all over the map. So, if you
27:13want my help one-on-one to just like
27:15reduce the learning curve and win
27:17quicker, we opened a few spots. We
27:19typically don't do this. The link is
27:20below. If you're a creator, business
27:21owner, and marketer, you can probably
27:22tell this channel will be one of the
27:24most valuable sources of free
27:26information you possibly could subscribe
27:27to. So, make sure to like, follow,
27:29subscribe, do all of that. Comment if
27:31you like the video. If you're part of
27:32the kingdom, leave the chef with the
27:34mustache. If you know, you know. And
27:35we'll see you guys on the next one.
27:37Peace.

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