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Say This in Your Videos, It’ll Improve Your Storytelling by 10x — Transcript

by Kallaway · 4,328 words · 628 segments · language en · Watch on YouTube

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0:00Today we're talking about how to make
0:01your content more addictive. If you want
0:03your videos to actually hold viewers
0:05attention and get them addicted, the
0:06most important thing to focus on is your
0:08storytelling. Not the topic, not the
0:10editing, the words you say in the video.
0:13But here's the thing, to make your
0:14stories truly addictive, you don't need
0:16a fancy formula, you don't even need to
0:18be that good of a writer. All you need
0:20to know are six very simple storytelling
0:22techniques. I call these story locks.
0:25These are sets of words the best
0:26creators use to lock in attention
0:29whenever they want. And once you
0:30understand why each one works, you can
0:32take any video you're about to post,
0:34swap in a few words, and immediately
0:35make it more addictive. So in this
0:37video, I'm going to break down all six
0:39story locks, the psychology for why each
0:41one works, and the exact tactics for how
0:44you can use them today in your own
0:46videos. By the way, if you don't know
0:47me, I'm Callaway, I have a million
0:48followers, I've done billions of views,
0:50and content is all I do all day long.
0:53All right, story lock number one is
0:54called term branding. And this is going
0:56to sound so simple, but it is super
0:58powerful when you do it right. Term
1:00branding is when you take a concept in
1:01your video and give it a name. Not just
1:04explain it, but also name it. By doing
1:06this, you're literally branding your
1:08ideas and frameworks. And the reason
1:10this works so well is the psychological
1:11principle called the labeling effect.
1:14The moment something has a name, it
1:15feels way more important, like you need
1:17to know what it means. Think about it,
1:19Hormozi could have just said, "Here's
1:21how to improve your offer." But instead,
1:23he named it the value equation. And
1:25that's hermonology sticks way better in
1:27people's heads because it has a
1:28memorable name. It's the same thing with
1:30a thousand true fans. Kevin Kelly could
1:32have written dozens of essays about how
1:34to build a loyal audience, but nobody
1:36would have remembered those. A thousand
1:37true fans, that term has been floating
1:39around the internet for decades. Now, I
1:41personally use term branding as much as
1:43I possibly can. My LEGO brick framework,
1:45content minutes, audience matching, the
1:47trust ladder, I've got dozens and dozens
1:50of these in my content. They're all
1:51terms I made up that put a digital
1:54trademark around my ideas. Now, here's
1:56why this matters for storytelling
1:58specifically and how it leads to much
1:59more addictive content. When you say the
2:01name of a term a viewer doesn't
2:03recognize, it immediately creates
2:04instant anticipation. Their brain goes,
2:07"Wait, what is that? I haven't heard of
2:08that. I need to understand what that
2:09is." And that anticipation acts like a
2:11mental quicksand when they're watching
2:13the video. They literally cannot leave
2:14until they hear it explained further.
2:16Term branding is one of the simplest
2:18retention hacks you can do, but it works
2:20every single time. And by the way, to
2:22prove it to you, I've already used term
2:24branding twice in this video. Story
2:26locks, that's the name of a term that I
2:28made up to describe these six things. I
2:30also referenced the psychological
2:31principle describing term branding, the
2:33labeling effect. Again, another term.
2:36That's two term brands in the first 90
2:38seconds. I'm telling you this stuff
2:39really works. So, here's the tactic and
2:41how you can apply this today. Before you
2:43publish your next video, look at the
2:44core idea and ask yourself, could I
2:47package this and give it a name so that
2:49it's easier to understand? Not
2:51everything needs to be term branded. So,
2:53don't go too crazy, but all of your
2:54contrarian ideas and your best
2:56frameworks could really benefit from it.
2:58Because the moment you have a name
2:59attached to something, it will be much
3:01easier to hold someone's attention. All
3:03right, story lock number two is called
3:05embedded truths. And this one is sneaky
3:07because it works on the viewer without
3:09them even realizing it. An embedded
3:11truth is when you frame something in
3:12your script as though it is already true
3:14instead of coming in wishy-washy. Let me
3:17show you what I mean. There's a huge
3:18difference between saying, "If you try
3:20this thing," versus saying, "When you
3:22try this thing." "If you try this thing"
3:24gives the viewer a choice. Maybe they'll
3:25try it, maybe they won't. And when they
3:27hear this, their brain hits a fork in
3:29the road and they struggle to decide
3:31whether or not what you say is for them.
3:33As soon as that happens, you've lost
3:34their attention. But "when you try this
3:36thing" removes the fork entirely. Now,
3:39there's only one road. The viewer
3:40doesn't stop to evaluate if what you
3:42said is true, they just take it as truth
3:44because of the way you said it. It's
3:46just one word, if versus when, but it
3:48has a completely different effect in
3:50their subconscious. And this embedded
3:52truths framework goes way beyond if
3:54versus when. Here's a couple other
3:55examples of this in action. This might
3:58work because versus the reason this
4:00works so well. You might notice this
4:02versus once you see it, you can't unsee
4:05it. Some creators might be making a
4:07mistake here versus the mistake most
4:09creators make is this. The first ones
4:11all kind of sound unsure and I said it
4:13like that, but if you look at the actual
4:14words, it gives the viewer an option
4:16whether or not to believe. The other
4:18ones, they sound extremely sure like
4:20they're truths that I already believe.
4:22Now, here's why this concept is so
4:24powerful for making your content more
4:25addictive. Every time you use a weak
4:27frame, if, maybe, might, it creates
4:30these micro moments of doubt in the
4:32viewer's mind. And each one of those is
4:33kind of like a tiny exit door that their
4:35attention can just walk through and
4:37leave. Instead, you need to frame all of
4:39your scenarios like embedded truths.
4:41You're not asking them to believe you.
4:43You're telling them what is true and
4:45their brain just follows along. Let me
4:47show you one example of this in action
4:48that's not me. This is a creator shot by
4:50Sammy. He's super good. Watch this.
4:51>> This is the fastest way to fix your
4:53boring ass videos. 80% of visual
4:55storytelling is subconscious, or at
4:57least it should be. And Christopher
4:58Nolan couldn't fix your videos for you
5:01if you don't know about this filmmaking
5:02rule. Movement equals energy equals
5:05source. Actual movement, not keyframe
5:07zooms, is a psychological cheat code
5:09that is the difference between an
5:10average video and an instant follow.
5:13>> Did you catch what he did? He said 80%
5:15of storytelling is subconscious. Actual
5:17movements, not keyframe zooms, is a
5:19psychological cheat code between an
5:20average video and an instant follow. The
5:22framing here is not here are some tips
5:24that might help you. It's stated from
5:26him as a truth, so the viewer's brain
5:28never has a chance to doubt if what he's
5:30saying is true. So, here's the tactic
5:31for how you can apply it. Go through
5:33your script today and remove anything
5:35that has these types of words, if,
5:37maybe, might, could, probably, anything
5:40where it sounds non-committal. And
5:41replace them with things like when, the
5:44reason why, once you do this, this is
5:46how it works. And those are just some
5:48examples. You'll know what to look for.
5:49When you read it, if it sounds like
5:50you're hedging, don't. Close the doubt,
5:52stop being wishy-washy, and tell them
5:54the truth bluntly like it is. And by
5:56doing that, you're not just changing
5:57what you're saying, you're closing down
5:59those exit doors, so their attention
6:01can't leave. All right. Now, before I
6:02keep going, I just want to mention, if
6:03you're a business owner, you're trying
6:04to build a business using content, and
6:06you like this type of stuff, I actually
6:08built a free community just for you.
6:10It's called Wavy World. I've got 65
6:12other free trainings like this one in
6:13there. Bunch of business owners working
6:15together to help each other level up.
6:17We're actually going to close down the
6:18open enrollment for Wavy World and make
6:19it application only to verify everyone's
6:21a business owner. So, if you want to get
6:23in before we do that, I've got a link in
6:24the description below. It's completely
6:25free. All right. Story lock number three
6:27is called thought narration. And
6:29honestly, this I think is my favorite
6:31one on the list, cuz I do it so much.
6:33Thought narration is when you say out
6:34loud what the viewer is already thinking
6:36in their head. And when you do it
6:37correctly, it will feel like you're
6:39reading their mind. It will build a much
6:41deeper personal connection. Now, let me
6:42show you what this looks like in
6:43practice, cuz you're probably thinking,
6:45"How could I possibly read someone's
6:46mind when I'm making content?" You see,
6:48that right there, what I just did, cuz
6:50you're probably thinking, "How could I
6:51read someone's mind?" That is thought
6:53narration. I do it all the time.
6:55Basically, I guessed what I think you're
6:57thinking, and then stated to create this
6:59magical hypnotist type effect. If you've
7:02watched a lot of my videos, you've heard
7:03me say this a lot. I'll be like, "Now,
7:05the question you're probably thinking is
7:06this." Or, "If I were you, the thing
7:09that would be biggest on my mind right
7:10now is this." Or, "If there's one thing
7:13that you're worried about, it's probably
7:14this." I do this all the time. This is
7:16called thought narration, and I'm doing
7:18it for a very specific reason. When you
7:20say what someone is already thinking as
7:22they think it, you get two huge
7:23benefits. The first one is, they
7:25immediately trust you. Because if you
7:27say what's already in their head, well,
7:28then they think you must know what
7:30you're talking about. And second, now
7:32they're going to need to keep watching
7:33to hear your answer to the thing that
7:35they were just actually thinking. It
7:37basically turns their internal monologue
7:39into a simulated one-on-one conversation
7:41with you. Now, the reason this is so
7:43valuable in content and how it makes it
7:44more addictive is that it creates this
7:47feeling of personalized content at
7:49scale. Think about that for a second.
7:50You're only making one video. There's
7:52only one script. I'm only doing this one
7:54time. But, when I state what you're
7:55thinking, it breaks the fourth wall and
7:58makes it feel like we're having a
7:59conversation. Personalization at scale.
8:01That locks people in and gets them
8:03addicted. Now, I try to do this thought
8:05narration as much as I can because when
8:06you do it, it creates this frame breaker
8:08effect and gets people to re- focus.
8:10Hormozi does this a lot, too. This is a
8:12common tactic he uses. He'll stop mid
8:14explanation and be like, "All right, now
8:16you're sitting there and you're
8:17thinking, well, that possibly couldn't
8:18work for me." Da-da-da. And then he goes
8:20and explains what he thinks you're
8:21thinking. It's almost like he's there
8:23with you inside your own head. That's
8:24the value of this. So, if you're making
8:26your own content and you want to do this
8:27for yourself, here's the specific tactic
8:29that you should use. Next time you're
8:31writing a script, after every major
8:32point or a huge kind of take that you
8:34have, stop and ask yourself, "What
8:37should the viewer be thinking right
8:38now?" Then, when it makes sense in a
8:40transitional moment, out loud, say that
8:43thing in the script. You don't have to
8:44do it all the time, but just a few times
8:46in the video really helps the viewer
8:48lock in and refocus. All right, story
8:50lock number four is called negative
8:51frames. And this one is based on a
8:53psychological principle that will start
8:55showing up everywhere as soon as you
8:56hear it. Let's start with an example.
8:58Which of these two hooks would grab your
9:00attention more? Here's how to build a
9:01strong personal brand or the worst
9:04possible thing you could do for your
9:05personal brand is this. Be honest, it's
9:08going to be that second one every single
9:09time. You're always going to gravitate
9:11more towards that. Now, why is that? The
9:13reason is that the brain is wired to
9:15prioritize threats over opportunities.
9:18This is a principle called loss
9:19aversion. And this is crazy, the
9:21research shows that people are twice as
9:23motivated to avoid pain as they are to
9:26seek an additional reward. Two times
9:29more motivated. So, when a viewer hears
9:31things like, "Stop doing this. This is a
9:33warning. Don't make this mistake." A
9:35negative frame, it immediately locks
9:37them in. Now, I want you to watch this
9:39play out in practice. I'm going to play
9:40three videos from three other creators
9:42with hooks that are in negative frames,
9:44and I want you to see how well they hook
9:46you.
9:47>> The worst possible thing that you could
9:48do for your brain is create content
9:49every single day. Hear me out. I know
9:51this sounds backwards, but just walk
9:52with me.
9:53>> Now, that hook works because you're
9:54like, "Wait, am I doing that negative
9:56thing? I need to find out what they're
9:58talking about." You're not opting into
9:59learning something new. You're
10:00protecting yourself from making a
10:01mistake that would prevent you from
10:03getting what you want. That is a
10:04completely different level of urgency,
10:06which drives attention. All right,
10:07here's another example.
10:08>> Never, ever, ever post a video on
10:10Instagram without using this feature.
10:12>> Notice the triple negative they used,
10:14never, ever, ever. They didn't do that
10:16by accident. Somebody figured that out,
10:18and then this got replicated a bunch.
10:20Three triple negatives really lock you
10:22onto the warning, and that locks in
10:23attention. All right, let's do one more
10:25example on the negatives.
10:26>> You're making content way harder than it
10:28has to be, and that's why I'm here.
10:29>> This one is interesting because it's a
10:31little bit of a softer negative frame.
10:33It's not saying that you're doing
10:34something wrong explicitly, but it is
10:35saying you're making things harder than
10:37it has to be. And that still triggers
10:39that same negative instinct, "Wait, what
10:41am I doing wrong?" Now, here's what
10:42makes these negative frames so useful
10:44for storytelling. If you're struggling
10:46to get someone to lock in, you can just
10:47take the piece of advice you have and
10:50flip it. This is called inverting. Use
10:52this hook format becomes stop making
10:54your hooks like this. Here's how to grow
10:56on YouTube becomes this is killing your
10:58YouTube growth. Try posting more
11:00consistently becomes this posting
11:02mistake is costing you followers. Same
11:04information every time, but the negative
11:06frames always pull your attention more
11:08because of that loss aversion principle.
11:10I call this process to go from the
11:11positive to the negative a negative
11:13flip. It's one of the easiest upgrades
11:14you can make to your scripts to get
11:16people to lock in. So, here's the tactic
11:18for you. When you're writing your
11:19scripts, if you have a great point, but
11:21you don't think it really hits, try
11:22inverting and framing it in the
11:24negative. It doesn't always have to be
11:25negative. Sometimes the positive frame
11:27is the right call, but if you use the
11:28negative a little bit more, you'll get
11:30people to lock in much, much quicker.
11:31All right, story lock number five is
11:33called loop openers. And this one is
11:35probably the most practical one on the
11:36list cuz you can literally drop these in
11:38into any script right now and it will
11:40improve it immediately. Now, before I
11:41explain what a loop opener is, I just
11:43need you to understand how viewers
11:45typically watch content. Every viewer's
11:47attention in their brain is on a timer.
11:49Think of it like an hourglass. The
11:51moment your video starts, the hourglass
11:53is flipped and the sand starts falling
11:54down. Now, every brain is different. The
11:56sand falls at different speeds for
11:57different people, but once that sand is
11:59gone, the attention is out and they
12:01churn. Now, a great hook is good at
12:03flipping that hourglass at the beginning
12:05and that buys you that first chunk of
12:06time in your video. But here's a problem
12:09most creators run into. They nail the
12:10hook and then they just deliver straight
12:13facts for the remaining 30, 45, 50
12:15seconds or longer of the video. No
12:17re-hooks, just information. And the
12:19problem is about halfway through after
12:2120 or 30 seconds, that hourglass runs
12:24out and the people leave. This is what
12:25is actually happening when you look at a
12:27retention graph that's just decaying
12:29down. Over time, people just churn
12:31because the sand runs out in their head.
12:33And that's where loop openers come in
12:35super useful. A loop opener is a phrase
12:37that you drop in your script to flip
12:39that hourglass back over and reset the
12:41timing. Think of it like reopening a
12:43second curiosity loop once the first one
12:46closes. In content psychology, this is a
12:48frame called re-hooking. The best
12:49creators do this every 20 to 30 seconds
12:52for shorts and every 60 to 90 seconds
12:54for longs. Now, the way a loop opener
12:56works is actually very simple. It
12:58confirms what you just covered is
12:59valuable, but then teases that the next
13:02thing is going to be even more valuable
13:03for a different reason. And that tease
13:05resets the attention clock. The
13:07hourglass flips, the curiosity boosts,
13:09and people want to keep watching. Now,
13:11here's some examples of how these loop
13:12openers actually look in practice. You
13:14would use sentences like this. Here's
13:16the thing though, but that's not even
13:18the most interesting part. And this is
13:19where it gets crazy. Most people stop
13:21here, but actually, here's what nobody
13:24talks about. Okay, so that was powerful,
13:26but the next one the next one's even
13:28more important. You'll hear these types
13:29of transitional sentences to go from A
13:31to B all the time in videos, but if you
13:33don't know to look for them, you don't
13:34realize what they're doing is reopening
13:36a new loop. Now, here's the detail most
13:38people miss when they try to do this.
13:40The best loop openers use a contrasting
13:42word in the middle. That was great, but
13:45this next one. Most people stop here,
13:47but something else. Here's the thing
13:49though, something else. See how they
13:51almost all have a contrasting word built
13:53in? That's not a coincidence. Contrast
13:55words help redirect attention from A to
13:57B, and that is the core thing that
14:00re-triggers attention. So, here's the
14:01major tactic for you, not to get too in
14:03the weeds. After every major section or
14:05big point in your script, you want to
14:07try to add a loop opener that
14:08transitions the viewer from one thing to
14:10the next by resetting that attention
14:12clock. Think of it like a bridge. You
14:14need the viewer to walk over to the next
14:15piece before getting bored and leaving.
14:17If your video has five main sections,
14:18well, you're probably going to want
14:19three or four loop openers. And when you
14:21do this right, you'll notice in the
14:23retention graph people stop dropping off
14:25in the middle, and it holds flat. That's
14:27because you re-engage their attention.
14:28Now, I just mentioned that the best loop
14:30openers have a contrast word in them,
14:32but contrast words are way more powerful
14:34than just being a part of loop openers.
14:36And they actually deserve their own
14:38story lock. So, the last story lock
14:39number six is contrast words. And if you
14:42only remember one thing from this video,
14:44make it be this one because this really
14:46is the universal principle of
14:47storytelling. Contrast is the single
14:50most reliable way to create curiosity in
14:53content. And here's how contrast works
14:55at a base level. Curiosity comes from a
14:57gap. It's a gap between what someone
14:58expects and what you believe to be true.
15:01The bigger that gap, the more curiosity
15:03creates, and the more someone wants to
15:05find out what the thing you believe that
15:07they don't is. Contrast words are the
15:09bridge that create that gap. The most
15:12powerful contrast word is the word but,
15:14and to be honest, but is probably the
15:16most powerful word you can use in
15:18storytelling. And here's why. When you
15:19use the word but, it doesn't just
15:21transition you from A to B, but it
15:23actually creates a comparison, which is
15:25what contrast is. A but B. Doing A but
15:29also B. Doing A but doing B instead. You
15:33can use it a million different ways. You
15:34might think A but actually the answer is
15:37B. Now but is the strongest contrast
15:39word, but it's not the only one.
15:40Sometimes people overuse but and it
15:42doesn't really fit. So here's some other
15:44ones you could use to create this
15:45contrast. The word actually implies that
15:48what you originally thought was wrong.
15:49That's an A versus B. Actually the data
15:51shows the opposite. The word instead
15:54also redirects to an alternative.
15:56Instead of posting this, try this. The
15:59phrase turns out is another good one. It
16:01turns out the algorithm doesn't care
16:03about that at all. The word except
16:05creates an exception to what they
16:06already assumed. Again A versus B. Every
16:08creator does this except the ones that
16:10are actually growing. And the word yet
16:12implies a contradiction. Yet's a little
16:14old school so you typically don't hear
16:16people say that. Everyone knows this yet
16:18almost nobody does it. Every single one
16:20of those words does the same thing but
16:22does. You get them leaning on A and then
16:24shift back to B. It essentially takes
16:26whatever the viewer thought, flips it
16:27and gets them to re-engage on something
16:29else. Now here's why I saved this one
16:30for last. If you go back and rewatch
16:32this video or any videos that I make,
16:34you will notice these contrast words all
16:36over the place. In the hook, in the
16:38transition, is how I set up each story
16:40lock. I'm using it all day long. And the
16:42reason why is because contrast is the
16:44engine that powers the other five
16:47things. It's like the bedrock
16:48foundational layer that all the rest of
16:50the complex storytelling stuff is built
16:52on top of. Term branding works because
16:54the name you say contrast versus what
16:56they're expecting to hear. Embedded
16:58truths works because when you speak
17:00certainly that contrast with
17:01uncertainty. Thought narration works
17:04because when you hear your own thoughts
17:05out loud that contrast with what you
17:07expected to hear. Negative frames work
17:09because a warning contrast from advice
17:11you were expecting. And loop openers,
17:13literally using contrast, work because
17:15you're teasing something else is going
17:16to come versus what you just heard.
17:18Contrast really is the thread that runs
17:20through all great stories. If there's
17:22one thing to study, it would be this.
17:24So, here's the last tactic and how you
17:25actually infuse contrast in your own
17:27scripts. Next time you write a script,
17:29go through every sentence that makes a
17:31clean point, kind of like the main
17:32haymakers of your story. Do your best to
17:35try to split that in half and build in
17:37some contrast. Don't just tell them what
17:38it is, lean them one way, use but or one
17:41of the other words to get them going the
17:42other way. This will rev up their
17:44attention clock. Now, you obviously
17:46don't want to do this for every
17:46sentence. When I teach this, sometimes
17:48people overuse the word but and it
17:50sounds a little friction heavy. So,
17:52don't try to force it too much, but if
17:54you look for moments where you can go A
17:55then B, it really makes your stories
17:57more addictive. All right, guys, that is
17:58all I've got for this video. We covered
18:00a ton of ground, so let me quickly recap
18:01what we went through. In this video, we
18:03broke down the six key story locks.
18:05These are these specific storytelling
18:07techniques you can use to lock in
18:09attention and you can just substitute
18:11certain words and phrases in your own
18:12script and really use these pretty
18:14quickly. And those six story locks were
18:15term branding, embedded truths, thought
18:18narration, negative frames, loop
18:20openers, and contrast words. Now, here's
18:23the thing. You don't need to force all
18:25six of these in every video, especially
18:27if you're making short-form videos. But,
18:29the more you layer more of these into
18:31your scripts, the more addicting your
18:32content will seem and the viewer will
18:34really just lock in a lot better. Think
18:36of it like your storytelling stack. And
18:37the best part is you don't need to be a
18:38great writer, you just study this and
18:40then swap the words in. As always, guys,
18:42I'm trying my absolute best to just give
18:44you the sauce when it comes to content
18:46that most people are not talking about.
18:48If you're a business owner, this is the
18:49best channel in the world to help you
18:51figure out how to make better content
18:52that can actually drive leads and sales.
18:55If you want to join Wavy World, it's
18:56free, I got a link below. If you guys
18:58want to learn more about the contrasting
19:00and get more live examples, I'm putting
19:01up a video right here. I think this has
19:03like four or 500,000 views, people love
19:05this one, where it breaks down this
19:06contrast piece a little bit more. So,
19:08feel free to watch that one next and
19:09we'll see you guys on the next video.
19:11Peace.

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