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How To Write A Killer Script That Keeps Viewers Hooked — Transcript

by Kallaway · 4,733 words · 654 segments · language en · Watch on YouTube

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0:00today we're talking about writing killer
0:01scripts the reason winning creators go
0:04viral so often is because of their
0:06script writing you might have a great
0:08video idea but how do you actually write
0:09a script with a compelling story that
0:12keeps people hooked the entire time this
0:14is an art I've analyzed hundreds of the
0:17top creators across every Niche and they
0:19all run the exact same script writing
0:22process so in this video I'm going to
0:23break it all down this is the proven
0:25five-step framework for how to write
0:27killer scripts that keep viewers hooked
0:29by the way I'm Callaway I've done over a
0:31billion views I have a million followers
0:33and this stuff is all I do all day long
0:35all right let's dive in now before we
0:37get into the script writing framework
0:38there is a critical first piece that you
0:41have to understand and this alone will
0:43level up your script writing in a
0:45massive massive way winning on social
0:47media is all about hacking human
0:49psychology this is the game within the
0:51game it is the most important building
0:53block in content now content psychology
0:56really boils down to one single
0:58principle expectations vers reality
1:01expectations are what people think is
1:03going to happen reality is what actually
1:05happens when reality beats expectations
1:07and things go better than expected
1:09people are happy they keep watching and
1:11you win but when expectations beat
1:13reality and things go worse than
1:14expected people are not happy they stop
1:16watching and you lose it really is that
1:19simple this give and take is why you
1:21feel so good after giving a public
1:23speech because your expectations are
1:25super low cuz you think you're going to
1:26bomb and then after you go and it's fine
1:28you feel great because reality Beats
1:29meet expectations now I start here
1:31because understanding this expectation
1:33vers reality psychology concept will
1:36influence every decision you make when
1:38you're writing a script that really is
1:39where the sauce lies it is the black
1:42magic that makes all this stuff really
1:44work and if you understand that the
1:46script writing process that I'm about to
1:47go through becomes way easier okay so
1:49these are the five script writing steps
1:51in the process number one is packaging
1:53number two is outline number three is
1:55intro number four is body and number
1:57five is outro I write every single
1:59script in this exact same order now
2:01let's take each one quickly and break
2:03down how to do it your job when you're
2:04writing the script is to make sure the
2:06first few lines of the intro confirm and
2:08ideally beat their expectations set by
2:11the title this is called click
2:12confirmation it's one of the most
2:14important principles to winning on
2:15YouTube so if Mr Beast has a title that
2:17says I spent 100 hours inside the
2:20pyramids then right away in the first
2:22sentence and ideally the first intro
2:24he's going to show you and tell you that
2:25he's in the pyramids this would meet
2:27expectations now to exceed expectations
2:30he would also add on something like I
2:32have unprecedented access to explore
2:34pieces that have never been explored
2:35before and this takes base expectations
2:37the pyramids and then beats them
2:39unprecedented access this positive gap
2:42of reality beating expectations hooks
2:44the viewer and it turns out this is
2:46exactly what Jimmy does in every single
2:48video it's exactly what every winning
2:50Creator does in every video so before
2:52you write any script you need to have
2:53your video packaging dialed so you know
2:56what to put in the intro to get this
2:58confirmation and the package of the
3:00video is made up of the idea title and
3:02thumbnail now the idea is a oneline
3:04sentence describing what the video is
3:06about more importantly this is the pain
3:08point that you're trying to solve for
3:09your ideal viewer Avatar or it's the
3:12rabbit hole you're trying to create so
3:13they go down the loop if you don't have
3:14a good base idea that something they'd
3:16actually want to watch it's going to be
3:17so much harder to write a killer script
3:19because they're not going to be
3:20interested in it okay now next and most
3:22important in this packaging is the title
3:24it's critical that you have the title
3:26established before you write the intro
3:28I'm not going to cover how to write a
3:30good title in this video because that's
3:31a whole other psychology can of worms if
3:33you guys are interested in that let me
3:34know in the comments and I'll make a
3:35video on titles but the most important
3:37thing to know about the title is that
3:38you're trying to trigger a click
3:40curiosity Loop does the title alone get
3:42the viewer curious enough about the
3:44paino or problem that they cannot resist
3:46clicking and they have to find out what
3:48you have to say and also based on that
3:50title what expectations should a viewer
3:52have coming into the video if they did
3:54click because slight tweaks in the title
3:56wording can completely change the
3:58incoming expectation and again the whole
4:00point is to have reality beat
4:01expectations you don't know what reality
4:03should be with the click confirmation if
4:04you don't know what that expectation is
4:07now again if you're bad with titles you
4:08could use tools like one of 10 vid IQ
4:10spotter Studio view stats there's so
4:12many tools that allow you to remix
4:14titles and optimize them for YouTube
4:16that's what I'd recommend I have a full
4:17team that kind of does the ideas and
4:19titles for me but if you don't have that
4:20using one of these tools is a great way
4:22to do it now when it comes to thumbnails
4:24most YouTube experts will demand that
4:26you have the title and thumbnail solved
4:28before you even start writing this
4:29script but I don't agree with this the
4:31title for sure but I think it's okay if
4:33you have the thumbnail loose but not
4:35really dialed and that's because the
4:36creative process and back and forth that
4:38comes with the thumbnail can be a huge
4:40inhibitor to Action Agency and
4:42creativity when you're writing your
4:43script if you have to wait and delay
4:45constantly because you're waiting for
4:46the thumbnail to write the script it's
4:47just going to slow you down and so in my
4:49opinion the title is a must a loose
4:51thumbnail idea is fine that will get
4:53dialed in over time all right let's move
4:54on to step two of the five-step script
4:56writing process which is outline now
4:58before I start writing the actual script
5:00I really like to have a bulleted outline
5:03on the page first and this may seem
5:05counterintuitive You' think You' do the
5:06intro first and then the outline and
5:08then the body why am I doing the outline
5:09before the intro well my take is that
5:11anybody can learn how to write a
5:13compelling intro it's just a few Lego
5:15bricks I'm going to go through it in a
5:16second once you know this formula you
5:18can easily print the intro so I know in
5:20the back of my mind that I can solve the
5:21intro the real Moe the real sauce of
5:24videos that goes from good to Great is
5:25having something actually unique
5:27differentiated and novel to say in the
5:30body of the video are your points
5:32actually unique Could you actually beat
5:33someone's expectations because your
5:35reality is so good at what you're saying
5:37now uniqueness in these points can come
5:39from the actual tip itself the process
5:41of distillation how you actually say the
5:43tip or the example that you use to
5:46explain what it is I find that writing
5:48these in a quick outline bulleted first
5:50is a great way to gut check if you
5:52actually have something worth saying or
5:54you're just summarizing and
5:55regurgitating common things if you don't
5:57have something worse saying that's not
5:59unique but before you move forward and
6:00waste time writing a script go research
6:02more go watch other source material and
6:04try to come up with more novel points I
6:07think one of the reasons why my videos
6:08work so well is because I'm saying
6:09things that nobody else is saying I am
6:11also distilling them down and using
6:13different examples but I'm saying things
6:14that I've never heard people say on
6:16YouTube remember the goal with script
6:18writing is to beat expectations with
6:20reality if expectations are existing
6:22based knowledge and you're just
6:24repeating existing base knowledge you
6:25will not be able to beat expectations
6:27with your reality so tactically I like
6:29to make a quick and dirty bulleted list
6:31and just write this out and zoom out and
6:32just think is this unique or not and
6:35then for each point in the list I layer
6:36on the what the why and the how the what
6:39is what it is the why is why it matters
6:41and the how is how it fits in the
6:43overall puzzle of the story and again if
6:45I don't have unique points in the
6:47outline I'm not moving forward I'm not
6:48making the video now it's important to
6:49call out all of this the idea the title
6:52the outline is all done before breaking
6:55ground on the script itself this is the
6:57measure twice cut once of content I try
6:59to only make ideas that I feel like have
7:01a chance to do well and if it's not
7:02going to do well I don't make them I go
7:04back to the research process okay let's
7:06move on to step three which is the intro
7:08now before I write the full body of the
7:09script I start with the intro and my
7:12ultimate goal after establishing The
7:13Click confirmation is to build a
7:15curiosity Loop you want to open a rabbit
7:18hole in the viewer's mind that they just
7:19can't help but go down each line should
7:21make them want to go to the next line
7:23now I have an intro hook framework that
7:24works every time short form long form it
7:26works every single time and you can just
7:28copy it I'll give it to you this is
7:30exactly how to do it okay so part one is
7:32to give immediate context on what the
7:34video is about this is so the viewer can
7:36opt in and of course confirm the click
7:38so for example in this video
7:39specifically the title was how to write
7:41a killer script that keeps viewers
7:43hooked and the first three lines of my
7:45intro were today we're talking about
7:47writing killer scripts the reason
7:49winning creators go viral so often is
7:51because of their script writing you
7:52might have a great video idea but how do
7:54you actually write a script with a
7:55compelling story that keeps people
7:57hooked the entire time so this was Tor
7:59made to establish the context and
8:01immediately click confirm that the video
8:03is about script writing and keeping a
8:04viewer hooked you want to start by
8:06bluntly stating this as quickly as
8:08possible okay now part two is to
8:09establish the common take or belief so
8:12what I like to do is establish the
8:13conventional belief on the topic people
8:16will get more eager to listen when they
8:17feel like you're talking about something
8:19they care about the easiest way to build
8:21this common ground is by restating the
8:22common belief because chances are if
8:24they struggle with this topic they also
8:26know the common belief and that is their
8:28belief so when you restate it it helps
8:29connect in their mind that this is
8:31something they should care about and it
8:32also helps set up the contrast which is
8:34critical in part three so for the intro
8:36for this exact video I said this this is
8:38an art and it's one of the hardest
8:39things to learn when you're starting out
8:41making videos again I'm doing this
8:43because people want you to start out
8:44confirming the belief they already
8:46believe before you offer a way to change
8:48it now the next part of the intro which
8:50is critical is building a contrarian
8:52take or contrarian approach against this
8:55common belief and the only way to build
8:57that contrast between the two is
8:58actually to State the common belief
8:59that's why you have to start there now
9:00part three as I said is by creating
9:02contrast by stating a contrarian
9:04approach so you want to offer a
9:05contrarian take or perspective that
9:07contradicts that common belief and this
9:09will stun them and hold them into
9:11needing to hear what you have to say the
9:13best way to exceed their expectation at
9:15that EVR moment when they're first
9:17listening to the intro is by stating the
9:19common belief but then that you have a
9:21contrarian approach that they may not
9:22have heard before so in today's video
9:24for the intro I wrote this but the good
9:26news is there is a right answer I've
9:28analyzed hundreds of the creators across
9:30every Niche and they all run the exact
9:32same script writing process this formula
9:34has driven hundreds of billions of views
9:36and it works every single time this is
9:38me contrasting against the common belief
9:41that script writing is Art I'm saying
9:43it's not it's science there is a formula
9:45and I have it now right away I've nailed
9:48the clip confirmation and I've begin to
9:49raise their expectations of what they
9:51believe is possible in the video because
9:52I offer a different solution than what
9:54they've thought of before now the last
9:55two steps can be done in either order
9:57but you have to do two things one a Lish
9:59proof for why they should trust your new
10:01approach and two give them a plan an
10:04ordered list or steps for how you're
10:06going to do it so in today's video I
10:07wrote this so in this video I'm going to
10:09break it all down this is the proven
10:10fstep framework for how to write killer
10:12scripts that keep viewers hooked by the
10:14way I'm Callaway I've done over a
10:15billion views I have a million followers
10:17and this stuff is all I do all day long
10:19so in this case I started with my plan
10:21and then I lay it on the proof right at
10:22the end by the end of this intro
10:23framework and I'm telling you it works
10:25for every video you have the viewer Hook
10:27Line and Sinker by the way I know this
10:29is is a lot to take in in one shot if
10:31you need help actually tactically doing
10:33this I put together a free 5-day email
10:35series which kind of breaks down more of
10:37these Advanced strategies in a much
10:39easier form to digest it's called The
10:41virality Blueprint you can grab it at
10:43virality blueprint.com all right step
10:45four in the script writing framework is
10:46the body of the script and so what is
10:48actually happening in the viewer's brain
10:50right at this moment as the viewer
10:51watches the intro they're compiling all
10:53the previous knowledge they had on the
10:55topic plus combining it with the
10:57promises that you're making in the intro
10:59and their new expectation is that
11:01they're hoping they will learn something
11:02slightly different or better than what
11:04they already knew so for example if I'm
11:06making a video on storytelling and the
11:07title is how to become a master
11:09Storyteller and the intro is I'm going
11:11to share six new unprecedented things
11:13that will make you a master Storyteller
11:15then the viewer has a pretty high
11:17expectation because they're compiling
11:18their mental database of all the things
11:20they've learned about storytelling in
11:21the past and they're using those as a
11:23baseline knowledge set for what they
11:25already know and so their expectation is
11:27that one of my six things or all of my
11:29six things are going to be new different
11:31or better than what they currently know
11:33that's how I would exceed their
11:35expectations now at this exact moment to
11:37really blow their expectations away the
11:39first point in the body that I share the
11:42first thing they hear after the intro
11:43has to be amazing it has to be so good
11:46that it blows their mind that's how you
11:48really create this big gap between
11:49reality and expectations and this is so
11:51critical because if your first point of
11:53the body of your video repeats something
11:55they've already heard or is just not
11:57that compelling immediately they will
11:58get disappointed and they will lose
12:00interest in the video This Is Why when
12:02you watch a video that's just a
12:03generalized summary regurgitating things
12:05that you've already heard you usually
12:07watch one or two points and then you
12:08bounce maybe you'll see the first point
12:10not think it's good scroll to the
12:12description read the timestamps see if
12:14there's anything unique and then usually
12:15there isn't and you leave and this is
12:17super common because creators usually
12:19don't take enough time to come up with
12:21unique different and better points in
12:23the body of their videos if you really
12:25think about it expectations are just the
12:27viewers hope that they're going to learn
12:29learn something new about the topic that
12:30they don't already know and so if you
12:32don't give them something new there's no
12:33way you'll beat their expectations when
12:35you don't beat their expectations they
12:36leave this is why the first body point
12:39of your video has to be something new
12:41and different and my cheat code for this
12:43which is not intuitive is to put your
12:45second best body point in that first
12:47slot I'm going to explain in a second
12:48exactly why this works so well you would
12:50think you'd want the best stuff first
12:52because the viewers are decaying off the
12:54video so why hold your best thing for a
12:56second and here's why human brains work
12:58in patterns if you show someone one
13:00thing that's amazing they'll think it's
13:02cool but if you show them two things
13:04that are amazing especially if the
13:05second thing is better than the first it
13:07creates a subconscious pattern where
13:09they have to stay to see the third
13:10because they feel this value continuing
13:12to drip up over time if you show your
13:14best thing first and then your second
13:16best thing is slightly worse it trains
13:17the viewer subconsciously that the value
13:19will be diminishing and it's not worth
13:21staying but if you slightly increase
13:22from 1 to two it creates this pattern
13:24and they have to stay this is why most
13:26music albums put their best songs in the
13:28third third or fourth slot if you ever
13:30wondered that why did the single The
13:32Banger single with the billion streams
13:33not go first on the album you would
13:35think when you click the album and the
13:36first track is the best one that would
13:37make sense well usually the first track
13:39is an intro but it's never the single in
13:41the second slot why is that it's for the
13:43same reason the second track is always a
13:45great track but it's not the best track
13:46and so when you listen to two and three
13:48and four you're increasing to the point
13:50where you climax the best song at 3 or 4
13:52that builds this pattern recognition and
13:54makes people stay for the whole project
13:56now that is deep deep deep psychology
13:58that you will not hear you're anywhere
13:59else on YouTube and if you want to learn
14:01more about that psychology stuff these
14:02little tweaks that just make a massive
14:04difference this is all I talk about in
14:06my free newsletter content department
14:07and my free community for creators wavy
14:10world the links are in the description
14:11for those for each point in the body you
14:13want to include these three things I
14:14call it the value Loop one is context
14:17say what it is and explain it as simple
14:19as possible two is application say how
14:21to do it and use as many relevant
14:23examples to kind of articulate your
14:25point as possible and three is framing
14:27say why this point matters and how it
14:29fits into the overall puzzle of the full
14:31story the context part needs to be clear
14:33concise and digestible the application
14:35has to be interesting enough and easy to
14:37digest where they can begin taking
14:39action on their own side and the framing
14:41needs to reorient themselves so when
14:43they zoom out they can see why it's
14:44worth continuing to watch the video and
14:46this three-step frame for explaining
14:48points in the body it suits really well
14:50the way the brain processes information
14:53base facts first surface level and then
14:55slowly deepening to add inference and
14:57connect different points now as
14:58mentioned before you want to organize
14:59your points in the body based on shock
15:02value novelty and uniqueness you want
15:04your second best point to go first your
15:05best point second your third best third
15:07and so on now the easiest way to learn
15:09how to do this tactically is just study
15:11the videos on my channel I have 23 or 24
15:13videos every single one of them follows
15:15this exact same framework study the
15:17pacing and the rhythm of how I do this
15:19it'll get you much better when you watch
15:20you will notice this constant zoom in
15:22and zoom out I'm constantly looking at
15:23the big picture going down for the
15:25tactics big picture tactics it's kind of
15:27like a wave this is what you want to
15:28create it adds to the comprehension it
15:30allows people to lock into the full
15:32story but then also extract a tactical
15:34piece that's how you want to layer these
15:36body points now one power tip here is
15:38how to seamlessly transition between the
15:40points in the body and the best way to
15:42do this while maintaining Max retention
15:44is called reh hooking now I talk about
15:46mechanically how to do this in other
15:48videos but this is a really really
15:49important concept you basically want to
15:51set up these mini hooks between the end
15:53of one point and the beginning of the
15:55next one so for example you might say
15:56something like that point was super
15:57important but if you don't also couple
15:59it with this one then the magic is lost
16:01all of a sudden that makes the viewer
16:03have to hold for the next one if they
16:04liked what they heard in the first one
16:05and reh hooking really works because
16:07people's brains are on an attention
16:09delay as soon as they see something
16:10they'll have max level of interest and
16:12that will slowly start to Decay if you
16:14don't rehook them and get their interest
16:16peing they will eventually just bounce
16:18okay step five in the script writing
16:19process is the last piece is the outro
16:22and it feels like the outro would be an
16:23afterthought like who would be listening
16:25to this point but you can add retention
16:27and shares and likes and rewatches at a
16:29much higher clip if you just do this at
16:31the very end of the video leave them
16:32with a high note you want to wrap up the
16:33video in a clean way you want to
16:34summarize those points and remind them
16:37of the paino solve that you walk through
16:39this is the final push to remind them
16:41that we did in fact have reality beat
16:43expectations and this is like the free
16:45chocolate that the restaurant gives you
16:46when they bring the check they're doing
16:48that on purpose they're trying to remind
16:49you of the good service that they
16:51invested the whole previous two hours
16:53it's the same psychology you want to do
16:55this at the very end of the video
16:56because you want to leave the viewer
16:57with a lasting impression of wow that
16:59was an amazing video I just remembered
17:01all these tactics that I learned the
17:02reality was much higher than my
17:04expectations and this is where likes
17:06comments shares rewatches all the good
17:08stuff that powers the algorithm it all
17:10kind of comes from leaving them with a
17:12high note now before we end this video I
17:13want to quickly share one bonus tip that
17:15will help you rev up the conversion
17:17between that attention and driving leads
17:20and actual dollars from your videos a
17:22common question I get around this script
17:23writing process is how do I include a
17:25call to action in my script without
17:27completely disrupting the flow and
17:29making it feel like an ad and my
17:31strategy for this is what I call native
17:33embeds what you want to do when you're
17:34creating that outline is figure out
17:36proactively which point naturally suits
17:39highlighting the free resource you have
17:41as the solve and so when you're speaking
17:42about the point you want to frame the
17:44pain point and then give your own
17:46Resource as the solve it'll seem way
17:48smoother and more seamless if you do it
17:50this way so you can either open the loop
17:51with a paino and then give the solve or
17:54you can speedrun a framework in a way
17:56that's so deep and fast that most people
17:58won't be able to absorb and then you can
18:00offer your free Resource as a way to
18:02recap to review or to compress speed of
18:05implementation if they need your help
18:06either way you don't want it to seem
18:07like you're breaking flow in the script
18:09you just want to seamlessly add it in
18:11showing it natively and then move on for
18:13example I did this twice in this video
18:16I'm not sure if you picked it up the
18:17first time was when I broke down the
18:18super super deep psychology piece and
18:20then I said hey if you like the
18:22psychology things that I'm talking about
18:23and you want to go deeper I have a free
18:25newsletter and a free community where
18:26you can learn more I also went through
18:27the full intro hook framework and then I
18:29said if you want to go deeper I have a
18:31free 5-day email series called virality
18:33blueprint.com that you can download you
18:35may not have even picked up that I
18:36called those out but the key is these
18:38are free and they actually do solve the
18:40paino or enhance the points that I
18:42talked about and here's one other tip
18:44that's super helpful if you want to get
18:46better at script writing but you're
18:47struggling with this there's so much to
18:48organize the intro the points actually
18:50writing it and getting the Rhythm down
18:52it's a lot the thing that would be
18:53helpful is if you could organize all
18:54your thoughts in a software and just
18:56have it do some of that work for you so
18:58I've been looking every for this and I
18:59built sandcastles sandcastles a for
19:02doing this and when you have it it
19:03compresses 60 to 90 minutes worth of
19:06this organizational writing work down
19:08into 60 seconds it really is the most
19:10magical way to do this so if you
19:11struggle with the script writing aspect
19:13you should look at sand castles it's one
19:14of the best solves out there see I just
19:16did it again that was another native
19:18embed I tried to do that purposely cuz I
19:19wanted to see if you would catch it but
19:21that was me naturally integrating a
19:23paino that we've talked about the whole
19:24video in a way that didn't really feel
19:26like an ad but for real if you want help
19:28writing full short form video scripts 60
19:30Minutes down to 60 seconds sand castle.
19:32a is actually legit you should try it
19:33out all right guys that's all I've got
19:35for this video again this was the
19:36step-by-step formula for how to write
19:38killer scripts that keep viewers hooked
19:40the full time I know we went super deep
19:42into the psychology plus we broke down
19:44the full framework and that CTA
19:46conversion native Abed piece at the end
19:48this was a full Master Class if you're
19:50still with us thank you guys so much for
19:51watching leave a comment and let me know
19:53what you want me to cover in the next
19:54video but until then we'll see you guys
19:56on the next one peace

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