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The ONLY 6 Words You Need to Hook ANY Viewer — Transcript

by Kallaway · 3,872 words · 532 segments · language en · Watch on YouTube

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0:00Today we're talking about hooks. If you
0:01want your videos to perform better, you
0:03have to focus on leveling up your hooks.
0:06There's just no way around it. But
0:07here's the truth. To make your hooks
0:08better, you don't need a fancy formula.
0:11You don't even need to be that good of a
0:12writer. All you need to know are six
0:15power words. If you can understand these
0:17six words and why they work so well to
0:19stop the scroll, you can essentially
0:21become a master of content psychology
0:23overnight. So, in this video, I'm going
0:25to break down the only six words you
0:27need to know to hook any viewer in any
0:29niche. I'll go through examples, explain
0:31why they work, and pretty much just give
0:33you the playbook for writing better
0:35hooks. By the way, I'm Callaway. I have
0:36a million followers. I've done billions
0:38of views, and content is all I do all
0:40day long. All right, let's go through
0:42the six hook power words, and this is
0:44really all you need in terms of building
0:46blocks to make hooks that actually work.
0:48The first word is called the subject
0:50clarity word. And specifically, this
0:51applies to the subject that matters for
0:54the video. It could be you, it could be
0:55we, it could be that AI company over
0:58there. When we were all in first grade,
0:59we learned the way to write sentences is
1:01subject predicate. This is the subject.
1:03For example, let's say we had a hook
1:05that said this. If I had to grow from
1:06zero to 100K subs on YouTube, here's how
1:09I would do it. Let's say that was the
1:10hook. And we're breaking these down. The
1:12subject clarity word in that hook is I.
1:14I'm basically putting myself in the seat
1:16as the subject and the viewer is seeing
1:18me and trying to replicate the action
1:20that I'm talking about. Okay, so that's
1:22the first word of six. The hook clearly
1:24has to define a subject. The second word
1:26is the action word and this represents
1:28the action that the subject took to
1:31create whatever outcome or endstate
1:33change they were looking for. So again
1:35with that same example that I gave about
1:36growing from zero to 100K on YouTube if
1:38I the subject had to grow the action.
1:41All great hooks have some subject doing
1:43some action. All right. Now the third
1:45key hook power word is very important
1:48and this is the objective or state
1:50change word and this really corresponds
1:52to the end result that the subject took
1:55the action to get. Now the more shocking
1:57this result, the more shocking this
1:59outcome or state change, the better. But
2:01regardless you need some result. So in
2:03our example, the YouTube growth, 0 to
2:05100K on YouTube, the objective or
2:07endstate phrase is 0 to 100K subs on
2:10YouTube. That is the objective or
2:13outcome or end state that we're looking
2:15for. I, the subject, need to grow an
2:18action from 0 to 100K subs on YouTube,
2:20the objective. Okay. So, so far we've
2:22covered the top three words. Subject
2:24clarity word, action word, and then
2:26objective or end state word. The fourth
2:28word is the contrast word. The contrast
2:31word is comparing the new outcome, the
2:33objective we just accomplished versus
2:35the base state. It is meant to intensify
2:37the curiosity going from A to B. So in
2:40our example, in this case, the contrast
2:42word also happens to be 0 to 100K subs.
2:45The base state was zero. The end state
2:47is 100K. We went from 0 to 100K. That is
2:50the contrast. Okay, so these are the
2:51four main hook power words. Now, the
2:53last two are optional and they do really
2:55help ratchet up curiosity where they
2:57make sense. The fifth word is the proof
2:59word. And again, this is optional, but
3:01it helps qualify why the viewer should
3:03care about your perspective, if that
3:05matters in the type of story you're
3:06telling. For entertainment content, you
3:08rarely need proof. But for education
3:10content, you do need proof very often.
3:11So, in our example that I just went
3:12through, if I had to grow from zero to
3:14100K subs on YouTube, here's how I'd do
3:16it. In that example, I didn't have a
3:18proof word in that hook. Now, if I
3:20wanted to add a proof word, it's very
3:22simple. I just add one word, the word
3:24again. If I had to grow from zero to
3:25100k subs on YouTube again, here's how I
3:28would do it. All of a sudden, again, is
3:30proof that I've done it before. Now,
3:32saying grow from zero to 100K and you
3:35look down and see that I have, the proof
3:37is implied, but if you want to
3:38explicitly state it, you can use a word
3:40to intensify the clarity that I've done
3:42it already. Now, the sixth and final
3:44word, and again, this one's optional,
3:45too, is called the time word. Now, the
3:47time word adds a time constraint or a
3:50time component that again helps map
3:52urgency or speed to effectiveness to
3:54make what you're saying more desirable
3:56to hear. So, for example, again, in the
3:58example we've been working through, I
3:59didn't really have a time parameter.
4:01However, I could very easily add one. If
4:03I did add one, it would work like this.
4:05If I had to grow from 0 to 100K subs on
4:07YouTube in 5 months, here's how I would
4:09do it. Or, if I had to grow from zero to
4:12100K subs on YouTube, here's how I would
4:13do it in the next 90 days. You could do
4:15it either way for this example. Adding
4:17that little time modifier helps increase
4:20the intensity of the speed to
4:21effectiveness, which increases
4:23curiosity. Okay, so those really are the
4:25six power words, the core components to
4:27every great hook. You've got the four
4:29main ones. Subject clarity word, action
4:31word, objective or endstate word, and
4:33contrast word. And then you have the two
4:35optional ones, the proof word, and the
4:36time word. And obviously, you can tell
4:38by now these can be single words or
4:39phrases, but it's easy to think of them
4:41as like chunks or pieces that you stack
4:43together. All right, now let's go
4:44through four tactical examples of real
4:46hooks that performed really well. And
4:48I'm going to show you and highlight
4:50where in the hook each of these
4:51components live so you can see a couple
4:53different combinations of using these
4:55words. The first example we have is from
4:56one of my videos and then we're going to
4:58go through three other creators that are
4:59not me in different niches so you can
5:01see different flavors. All right, so to
5:02find the best performing hooks from
5:03these creators, which is what we want
5:05here, I go to sandcastles.ai. I go to
5:07the videos tab. I go to the channel
5:09filter where you can search for any
5:11channel. I'm going to search for Cali.
5:12I'm going to do myself first. Search for
5:14Callaway. Find my Instagram account,
5:15which will show up in the drop down. You
5:17click that. This shows all the videos on
5:19my channel in one place. Then I'm going
5:21to filter out brand deals. So I'm going
5:23to go to the engagement rate filter. The
5:25minimum bound I'm going to go 0.5%. So
5:27there's no 0% engagement videos. And
5:29then I'm going to go up to the sort two
5:31arrows at the top and I'm going to sort
5:32by most viewed. So this is the videos
5:34I've made forever on my channel without
5:36brand deals included in order from most
5:38viewed to least. I'm just going to pick
5:40the third one and then we'll analyze
5:41this one. Okay. So, this video got 15
5:42million views. It's about this thing
5:43called life-size floor plans. You go
5:45into a warehouse, they project your step
5:47forep, square foot by square foot floor
5:49plan of your house. You can walk through
5:50it and like mess around with furniture.
5:52Pretty cool concept. So, let's play this
5:54video and you can hear the hook. Check
5:55this out. These are called life-size
5:57floor plans. You can literally walk
5:59through your exact home design before
6:01you build it. All right, so that was the
6:02hook. Ignore the little check this out.
6:04I was just testing something there. So,
6:05really the hook is these are called
6:07life-size floor plans. You can literally
6:08walk through your exact home design
6:11before you build it. That was
6:12essentially the hook. Two-line hook. All
6:14right. Now, this video is more tech
6:15entertainment. So, I am not the subject.
6:17There's really two. One is life-size
6:19floor plans. The entity. These are
6:21called life-size floor plans. That's the
6:22subject we're talking about. But really,
6:24the subject is you. You can walk through
6:26your home design, right? So, I would
6:27basically highlight life-size floor
6:29plans and you as the subject words. Now,
6:31the action word was can literally walk
6:33through. You can walk through, right?
6:36you subject are taking this action. Now
6:38the objective or endstate words in this
6:40case is being able to see your own home
6:42design before you build it and actually
6:44walk through it immersively. So
6:45technically it could be any part of that
6:47phrase. This allows you to walk through
6:49your exact home design before you build
6:51it. It could be any part of that phrase.
6:52We'll just highlight a piece of it. Now
6:54the contrast word is also there as well
6:56before you build it. The base state is
6:58you can't see the designs until after
7:00you build it. The new state is you can
7:02with this warehouse life-size floor plan
7:04technology. You can before before and
7:06after that's the contrast. So here the
7:09same phrase is serving as the objective
7:11and end state as well as the contrast
7:13and that's what you see very often. If
7:15you're good at kind of writing this in a
7:17tight way you're going to use similar
7:19contrasting words that work for the
7:21objective or end state piece as well.
7:22Now for this video I obviously didn't
7:24include proof because it didn't really
7:26make sense in this context but I do have
7:28a pretty subtle time word right before
7:31you build it. I'm emphasizing the time
7:33you have to do it after normally. Now
7:34it's before. So you could make the claim
7:36that that is or isn't a time word, but I
7:38think it counts for kind of increasing
7:40the urgency that makes sense for the
7:42buyer. And so there's the first example
7:43of how I incorporated the four core
7:45power words plus debatably you could
7:47include the time word as well. All
7:49right, let's do another example. Take
7:50this video from my friend Ava. She goes
7:52by @ personal brand launch on Instagram
7:54and Tik Tok. So to get her best videos,
7:56go to Sandcastles, go to the channel
7:57filter, delete my name, type in personal
7:59brand launch. That's her name. You can
8:01see them come up. Click on her
8:02Instagram. For this one, let's add in
8:04the last 12 months into the posted date.
8:07So, now we've got a grid of all of her
8:08videos in order by outlier score from
8:11the last 12 months without any brand
8:12deals. That's right there. Let's just
8:14click on the second one again and go
8:15through that. All right, so this video
8:16got 2.3 million views. It was a 53x
8:19outlier. Absolute banger for her. Let's
8:21watch the first couple lines here.
8:23>> This is a shock value hook.
8:24>> This is why you should always wash your
8:26bread before eating it.
8:27>> Okay, so in this video, she goes, "This
8:29was a shock value hook." And then she
8:30plays the shock value hook example where
8:33in that one the guy goes, "This is why
8:35you should always wash your bread before
8:37eating it." Now, this example was a bit
8:38sneaky. Ava is doing something very
8:40savvy here, right? So her hook, this is
8:42a shock value hook is not really the
8:45hook. The real hook is her going on top
8:47of the video that was already validated.
8:49This is why you should always wash your
8:51bread before eating it. That video got
8:5366 million views or whatever it is.
8:54She's using that as her own hook. So
8:57when we analyze this, we look past her
8:59first line and we go to the real hook,
9:01which is the first hook she played. So
9:03let's analyze that line. This is why you
9:05should always wash your bread before
9:06eating it. Now the subject in this video
9:08is you. This is why you should take some
9:11action. The action word is should always
9:13wash your bread. You should always wash
9:15your bread. Now the objective or
9:17endstate word here is washed bread. And
9:20it's kind of implied, right? They don't
9:22say you should always wash your bread.
9:23So you have washed bread before eating
9:25it. That would be redundant. So they
9:26delete the actual specific explicit
9:29objective word, but it's very well
9:30implied. You're going to wash your bread
9:32and you will have washed bread. So
9:34that's kind of the objective here
9:35they're going for. Now the contrast word
9:37here is kind of before eating it, but
9:39really it's washed. The base state is
9:41you don't wash your bread. The new
9:43reality that they're suggesting is you
9:44do wash your bread. No wash, wash. So
9:47it's like you wash it before eating it.
9:49That kind of combination is really where
9:50the contrast is. Now, this type of video
9:52doesn't need a time word or a proof word
9:54in the first sentence. However, the next
9:55sentence very well could be, "I'm a
9:57professional baker that's been doing
9:59this for 30 years." That would be proof,
10:00right? So, it doesn't show in the first
10:02line. And typically, that's why time and
10:04proof are optional because you can embed
10:05them in the second and third lines
10:07coming up if you need it. All right,
10:08let's do two more quick examples. This
10:10next one is from Horoszi. Same thing. Go
10:12to sand castles, go to the channel
10:13filter, flip, search for Hormosi. Boom,
10:15we get it. Let's filter all his videos.
10:17Okay, let's pull the second one as well.
10:19Now, this video got 6.3 million views.
10:20Absolute banger from him as well. Let's
10:22watch the hook here. If you find a girl
10:24who believes in your dreams more than
10:25you do, who makes you want to be a
10:27better man, who's willing to work
10:29alongside you to get there, and is
10:31grateful for whatever you have right now
10:32today, no matter where you're at, just
10:34marry her. All right. Now, this hook has
10:36all sorts of these component words in
10:38it. There's going to be highlights
10:39everywhere. I'll try to break down
10:41exactly what he did. Now, the subject
10:42word here is you. And mostly he's
10:44talking to men. So, if you like read the
10:45full hook or listen to the full hook,
10:46it's like if you find a girl that he's
10:49mostly talking to men. So, you proxy for
10:51men. The action word here is find a girl
10:53at the kind of beginning and then marry
10:55her. If you find a girl and then marry
10:57her, it's kind of separated, but those
10:59are the two actions. Now, the objective
11:00or endstate words are pretty much most
11:02of the remaining words. There's kind of
11:04a list of different objectives that if
11:07you find a girl that does these
11:08objectives, you want to marry her.
11:10That's kind of how it's set up. So,
11:11believe in your dreams, make you a
11:13better man, work alongside you, be
11:14grateful for where you're at. Like,
11:15those are the objectives you're looking
11:17for. Now, the contrast is embedded in
11:19some of these phrases. For example, if
11:21she believes in your dreams more than
11:22you do. The dreams are the base state.
11:24You believe in them X. She believes in
11:26them X plus Y. That's kind of the before
11:29and after. This one also has a time word
11:31in it as well where he says right now
11:33today. If you find a girl that does
11:34these things, right now today, you
11:36should marry her. This one doesn't have
11:38proof cuz proof doesn't make sense for
11:39this one. All right. Now, the last
11:40example I want to go through is one from
11:42Cat GPT. And this is a different example
11:44than what we covered before. So again,
11:46last time you see it, go to the channel
11:48filter, switch, search for cat GBT. It's
11:50really that easy to find her top videos.
11:51Boom. You click it, we'll sort it, and
11:53then we'll click on this one. All right,
11:54this one got 2.9 million views and was a
11:55massive outlier as well. Let's listen to
11:57the hook.
11:57>> I think if we were smarter, we would
11:59listen to 13-year-olds more. I stud.
12:01>> Okay, so the hook is, if we were
12:02smarter, we would listen to 13-year-olds
12:04more. Now, this one is super simple, but
12:06it really crushes when you can analyze
12:08it with these power words. Now, the
12:10subject here is we. If we were smarter.
12:12It's the royal we. She's basically
12:13talking about her and then the
12:14collective of all the people that she
12:16represents or she is a proxy as a voice
12:19for. Now the action word here is
12:20actually a little bit after the
12:22objective. It's we would listen. So it
12:24really breaks down to if we subject were
12:26smarter objective we would listen action
12:29to 13-year-olds more. Now to 13year-olds
12:31more that's the contrast word because if
12:33you listen to the first part of the
12:34sentence if we were smarter we would
12:36listen. Typically you expect like older
12:38wiser you know smarter people. Instead
12:40she's saying the opposite. Not saying
12:41they're not old, wise, and smart, but
12:43like they're younger. So, it's not what
12:44you would expect, which creates that
12:45base state, new reality contrast. That's
12:47why her saying 13-year-olds was shocking
12:49and creates that contrast. All right, so
12:51that was four good examples from four
12:53different creators in different niches
12:55breaking down different effective hooks.
12:57All four of them had the four core power
12:59words and then some of them had a
13:01combination of the two remaining words
13:03as well. Now, of course, the final
13:04question for you as the viewer after
13:06watching this playbook and starting to
13:07get your head around these six words is
13:09this. How do I actually write my own
13:12versions of these hooks on my topics
13:15using this framework with the six words?
13:17Now, the truth is the actual words
13:19you're going to use are going to vary by
13:20topic, video to video. There's not like
13:22one set word you use for every hook
13:24every time. Here's some guidance to
13:26think about which words fit in the
13:28buckets, the six different buckets. For
13:30subject clarity, this one's pretty
13:32straightforward. It's going to either be
13:33I, we, you, or like some subject proper
13:37noun that you're talking about. For the
13:39action word, it's going to be some verb
13:40or some adverb that you're using to
13:42describe the action. For the objective,
13:44it's going to be some end state that you
13:46or the viewer would want the subject to
13:48end up with or on or resulting in. You
13:51want to make this as shocking and
13:52non-obvious as possible. But regardless,
13:55you have to have some objective or end
13:56state. Now, for the contrast, this is
13:58really about asking yourself what is the
14:00base state expectation that the viewer
14:02believes today? And then what new
14:04reality does this objective open up? And
14:06then how do we explicitly create that
14:08contrast with words? That's how you want
14:10to think about it. For proof, this is
14:12really easy. It's just about saying what
14:13you or the subject has done to qualify
14:15your take or their recommendation so
14:17that people trust it more. And then for
14:19time, think about adding some time
14:21parameter, months, days, minutes,
14:22seconds, something to add the intensity
14:24and the speed to result to increase that
14:27curiosity. Now, if you're not a great
14:29writer, because I know a lot of people
14:30out there, they they get the formats and
14:32the strategy, but they're really not a
14:33great writer. Here's how to do this
14:35super fast. You want to do exactly what
14:37I just showed you to come up with those
14:39hooks for those four examples. There's a
14:41reason I did it that way. Go to
14:43sandcastles.ai. Go to the channels tab.
14:45Make a list of the top accounts or top
14:48creators in your niche. You know who
14:50they are. You scroll and you see who's
14:52doing a good job. Go find those
14:54profiles. Go put them into Sandcastles.
14:56Create a list in the channels tab. Go to
14:58the videos tab on the watch list filter.
15:01Click that. Select from your list. Now
15:03you've got all the best videos from all
15:05the accounts that you follow in your
15:06niche. Go up to sort, sort by outlier
15:09score and views. Use the filters to cut
15:12out videos that are too old. So if you
15:14want last 12 months, make it last 12
15:15months. If you want last 3 months, go
15:17last 3 months. Make sure you're sorting
15:18by top views and top outlier score and
15:20filter out the ones you don't want. Now
15:22go one by one starting in the upper left
15:25and watch the videos. The transcript is
15:27right there for you. Copy the hook from
15:30the transcript. You can tell what it is.
15:32Take it to your paper. Look at that
15:34hook. Identify the word buckets, the
15:36power words that I just went through.
15:38Delete what they used and put in your
15:41topic, your subject, your action, your
15:44objective. You can twist the words
15:46around. You can switch the phrasing.
15:48Once you do this for 10, 20, 30 hooks a
15:51week in your niche, you will start to
15:53get a pattern. This is called copy work.
15:55When you write down the words that a
15:57good writer wrote, you start to get the
15:59rhythm and the flow and the phrasing in
16:01your own brain. This is called copy
16:03work. This is the easiest way to do it.
16:04Now, if you have any questions on what I
16:05just went through, how to do the full
16:07thing, how to look at the power words,
16:08how to come up with the channel list,
16:09how to analyze them, drop a comment and
16:11I'll make sure to help you and answer
16:13those below. This should be everything
16:14you need to go from zero to crushing
16:16with hooks. Last thing, guys, if you're
16:17a business owner and you want to improve
16:19your content, it's number one focus for
16:21you. You want to get more lead genen,
16:22you want to get more revenue into the
16:24business, I built a free community
16:26called Wavy World. 33,000 business
16:28owners, 65 other trainings just like
16:31this. It's free. I've got an invite link
16:33below if you guys want to join. All
16:34right, we will see you on the next
16:35video. Peace.

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