# Why Your Content Dies After 1.7 Seconds

Channel: Jun Yuh
Video: https://www.youtube.com/watch?v=ESzaJOy3-64
Duration: 39 min
Language: English
Words: 8688
Transcript page: https://viewrankai.com/tools/youtube-transcript/ESzaJOy3-64

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[0:00] 1.7 seconds. That's how long someone looks at your content before deciding whether or not to swipe away. If you think about that, right, that means that you could spend all this time and energy scripting, [music] filming, and editing, and in just 1.7 seconds, they can swipe away before they even know what you have to offer. So, what makes them stop? What makes a stranger who has never seen you before think, "Yeah, I'm going to need this. I want to stick around." I've posted every single day for the last 6 and 1/2 years, so I've certainly learned this the hard way. And I want to break it down in a series of steps so that any

[0:29] one of you, whether you are a beginner or someone that's a bit more advanced [music] that's struggling with engagement, can all walk away knowing exactly what to do. Here's how to write hooks so good that people feel stupid scrolling. Every time someone sees your content, they make one decision to either stay or to scroll. So in this I'm trying to optimize so that immediately whether they have seen your content before or you're a complete stranger immediately their brain says yes I want to stick around to understand the full completion of what I am to offer. Now the painful reality is the following. The average creator spends 6

[1:03] hours making a video overthinks the editing and leaves it all to luck. Now the viewer then is going to decide whether they care in less than 1 second. Great content stays invisible if your hook gives people no reason to care. A lot of us, we make content that that is for selfish reasons, right? We think that, okay, this is interesting, so I'm going to go ahead and talk about it the way that I think I should, but we forget that there's another person on the opposing side of the screen that we have

[1:25] to actually make it relevant towards. This is often a packaging problem rather than an idea problem. So, you might already have the great expertise. You might already have this zone of genius that you're trying to demonstrate, but it doesn't matter if you don't know how to package it in a way that people will actually care about it. Your hook earns attention and the rest of your video earns trust. So, I'm going to say that once more. In the beginning, right, you have to earn that attention. And we're going to do this in a way that isn't clickbaity, but in a way that actually feels aligned to you. Once they have

[1:54] actually stayed on your video, then it's about the rest of the video. How do you script it to ensure that you're providing a lot of value and trust so that they come back for more? But if you don't have the attention, nothing else matters. So, what I'm going to solve for you is number one, why people swipe. Number two, how relevance makes someone feel seen. Number three, how curiosity keeps every second alive. And number four, how to pay off what your hook promises. So why do people swipe away? A hook does not create a value. It earns the chance for your value to be seen. So

[2:26] again, I'm going to say that once more. This idea that your hook needs to capture the attention because without it, then they'll never see the rest of your video. So, a lot of you guys might have this amazing, highly produced, really quality, very high substantial material that you're trying to provide for your audience, but they might never see that bottom of the iceberg if the tip of it doesn't necessarily attract them. So, the viewer always has four questions to answer. Number one, is this for me? Number two, why should I care now? Number three, what am I going to get out of this? What am I going to get

[2:59] out of this? Right? Not what you as a creator are getting out of this. And number four, do I trust this person enough to stay? Every extra second needed to answer these four questions give the viewer another chance to leave. So what we're trying to do is not optimize every second again to be clickbaity, but to give them enough where we're saying, yes, they want to stick around. Yes, they they know it's for them. Yes, they should care and they should care now and that they're actually going to get something substantial out of this and then ultimately that you're trustworthy, so they're going to stick around for the

[3:28] completion of it. I think a lot of us, we tend to over complicate what this looks like, right? And so we do so many different things. We tend to overedit. We tend to overdo our verbal hooks. We do a lot. But what happens is that it becomes jarring. There's a fine difference between something that is jarring and something that is actually engaging. And I'm going to help you balance that fine line. So number one, we have now covered why people swipe

[3:51] away. Let's now move into number two. How relevance. Relevance is a very key word. I come from a background in biomedical engineering with a neuroeng engineering concentration and my first book was all about learning. This is where fundamentally people actually have their attention grabbed. Think about the last time that you were in a classroom for example and you maybe took a ton of notes but you come out of that class thinking I have no idea what the heck I've learned about. And for us we have to realize that if that information isn't relevant to us if it doesn't have context for us we will not care about

[4:20] it. Your brain will not have enough signal to remember that information. So, let's look at these examples. I learned something crazy about content. If you look at that, you're going to think, "Yeah, it is too vague." What did you learn about and why should I even care? Right? What is clear is this one change took a video from 60,000 views to over 1

[4:41] million. Or let's look at another one. I've been thinking about my morning routine. All right, so why should I care? It's too vague. It's too general for me when I'm swiping. And remember that as a viewer, you have that 1.7 seconds to really leave an impression. I've been thinking about morning morning routine. Who are you? Like why should I even care about this? What value am I going to receive from it? What's clear is the following. If you wake up tired after 8 hours of sleep, your routine may be causing it. Now I have some sort of stake here, right? I know that. Okay. So if I'm not getting the quality sleep and

[5:10] maybe I am tired, what is that routine that is causing it? There's more curiosity that ultimately I'm trying to resolve in my brain as the viewer and that's why I'm going to stick around. So do not waste time being generic or vague. If you think all right well and a lot of our conversations happen to have these so that's why it tends to be really difficult. So when you come and you speak to your friend you might get on FaceTime you might say something like hey so you're not going to believe what happened to me today. So basically I went through X Y and Z and then then you

[5:38] build up the story and then in relation to a viewer you're not going to have that type of luxury. They're not going to stick around for all this fluff. And so you don't want to waste time being generic or vague. I want you to speak as though the person watching your video needs help with one specific problem. Another constant confusion that people encounter is that they're trying to conflate too many themes into one respective video. And what happens is that if you have way too many themes, people are getting lost throughout the entirety of it. So a lot of really smart people, they try to compact so much

[6:10] knowledge in a 60-second, 90-cond video, but what happens is that it's really difficult to follow along that story arc. Don't waste time being vague or generic. and you want to think about it. Can I solve this hypersp specific problem within this respective piece of content? And then you can go ahead and explain it in an interesting way. Here's one of my hooks that I want you to take a look at and pay attention to how it is structured. This one technique took me from being extremely lazy to now having posted every single day for over 6 and 1/2 years and allow me to become my family's first billionaire and pay off

[6:39] their lifelong debts. The people who don't get this will always end up quitting and the people who do get this will always end up outlasting their competition. So this is what we call a bit of hook stacking. And you're going to start to recognize what this mini en here in a little bit. But if I play that back, I do these hooks almost in two respective parts. Listen to the first one. This one technique took me from being extremely lazy to now having posted every single day for over 6 and 1/2 years and allow me to be. So I'm telling you that this took me from this

[7:06] to that, which is a transformationbased hook. But then I'm also saying that the transformation has led to me becoming my family's first millionaire where I can support my amazing parents in that capacity. So that's that's part one. But then here the second part as well become a family's first millionaire and pay off their lifelong debts. The people who don't get this will always end up quitting and the people who do get this will always end up outlasting the people who don't get this will always end up quitting. So I'm almost stacking a

[7:33] negative hook immediately after. Right? and giving people stake. And then I'm saying here that if you do stick around, you're the type of people that are going to outlast your competition. So hooks are really an art understanding how do you actually grab somebody's attention and give them a reason to care. And I know that I said earlier that a hook has 1.7 in 7 seconds. But what you can start doing is that if you start stacking hooks back to back to back and give people even more reason to care. This

[7:56] video goes on for literally 16 seconds. So that hook is is 16 seconds, but each one of them is optimized so that people again have relevance. They have context, they have a reason to stick around. Another part of this is me mentioning a technique without revealing it fully. So I do this quite a lot. I'm going to play it once more where I'm saying that this one technique took me from being extremely this one technique took me from this to that. What is that technique? And people are thinking about that in their respective brains. They're thinking, all right, so I want to have these transformations, but I don't know

[8:26] how to achieve it. And I'm trying to embark right there in that moment a little bit of curiosity in their brain. Then I tell you how again it impacted me. That's the transformation based and it explains how that benefit will be helpful to them. So that benefit for me is not going to be helpful for you if

[8:41] you can apply the same technique. Specificity makes your viewers feel seen. I like to think of the word tend. So te n. When you can tend to your audience, it immediately makes them feel seen and recognized. And then there's this trust. there's this rapport being formulated meaning that if you can speak to exactly the quiet part out loud that is how you become a really successful creator right so a lot of people are in their regular lives thinking about things but they don't verbalize it if you can be the creator to verbalize it and then it it's done with that specificity then it gives them this aha

[9:12] moment of like ah this person gets me I certainly want to stick around your content's relevance to your viewers should be immediate specific pain is one of the fastest routes to relevance but there's a reason for that let me give you a bit of a story. So if you ever think about walking into a classroom, right, and you probably have had some professors that are incredibly intelligent, right? Probably and for me in biomemed, these were the best researchers. Everyone looked at them as like ah they're the best labs, but they become this this really difficult teacher to learn from. Why? It's because those teachers, one, they probably

[9:44] already have 10 years. They don't really care about it, but they don't have this desire to build rapport and relevance with, let's say, a student body. However, you have some other teachers that might not be the most qualified. But when you listen to them, they immediately get you. They hear you and you're like, "Yeah, I want to learn from that teacher. I love them so much." We

[10:01] all have those professors and teachers. But it's because those people know how to actually make information relevant through specific pain. So, one of my favorite professors ever, I was horrible at math, so we went to quite quite uh higher maths. But in those math classes, this this guy would literally come in and be like, "I know you guys are having a really hard time with this homework assignment and problem number four because it was this specific complex x, y, and z." And he would utilize that pain as a relevance to then teach us new material. So then it's like, "Oh, I get it. I get why it it's it's needed." But

[10:31] then that pain allows you to say, "Yeah, that professor really gets me." Your content is doing the exact same thing. You look at it and you as a viewer, you're like, "Yes, that person gets me and I certainly want to stick around." So, let's look at some more examples. This video is for content creators.

[10:46] Maybe that's the hook. Again, too vague. What What does that mean? Why should I care? There's there's hundreds, thousands of videos that are saying the same thing. What is really clear is the following. If you keep opening Instagram with no idea what to post, you need to watch this. Do you open up Instagram and have no idea what to post? Probably. And how do I know that? Well, it's because another part of having really good hooks is trying to gear it towards the version of you two to three years younger. This is called the younger you principle and it's something that basically every top creator I I do a podcast called creator

[11:17] unplugged. We had people like Mark Manson, Dan Co, Lyanna Dee, Sonata Grea. The top creators in the space are all doing the same thing. They talk to the younger version of themselves two to three years or maybe even 5 years before. Why? It's because then you know exactly their desires, their pains. You know it so intimately so that you can make hooks that are geared towards those respective people. And so when I'm making content, I'm thinking about the younger version of me too. I'm thinking I remember when I was opening up Instagram and having no idea what to post. Yes. Aha. That's like that light bulb moment where someone says, "Yes,

[11:47] this person really does get me." Let's look at another one. Back to school outfit ideas. Too vague. You can search up back to school outfits and there would be thousands of videos that you would be competing with. What is clear is the following. You're spending $200 on one back to school outfit. Don't go back with only one fit. instead. Now, I'm going to show you how with a limited budget, how you can actually decipher and have multiple different outfits cuz

[12:10] you know how to have like staple pieces. You know how to have a minimalist closet. Like, I can go ahead and provide you that value. Remember what I said, right? That hook is actually to earn attention. Then the rest of the body of that video is to earn that trust so they come back for more. Here is another one of my hooks. This one simple math formula helped me understand how money actually works and it's directly responsible for me making $11 million in the last 9 months. But what upsets me more okay there's so many parts here I'm going to just pause at one part at a

[12:41] time so that it's easy to understand one more time this one simple math for this one simple math formula. So math formula, a math formula can make you how how are you doing that? How is a math formula making you wealthy? Then I flash, right? A flash and overlay and we're going to be

[12:56] speaking about this throughout today. But that flash overlay is purposeful, right? It gives something that your brain can now point and say, "All right, there's a math formula. I see this triangle sheet like what is going on?" And your brain hasn't fully registered what is happening. Therefore, they want to stick around. Formula helped me understand how money actually works and it's directly responsible for me making 11 million. So this is what we call then a credibility component, right? So in this hook again I tend to hook stack. I do quite a few different things. One is I'm saying math formula. It makes them a little bit

[13:26] curious. Then I'm giving credibility and saying that this specific math formula helped me understand how money works and then it helped me generate x amount of money in the last 9 months. But what upsets me more than anything else is that this should not be gatekeep. And I hate that it is. But what upsets me more than anything else is that this information is gatekept and I don't believe that it should be. Right? So, I am now putting onus on the fact that you and I are on the same page and we're going against the grain. So, you and I collectively, we're doing this together and everyone else is saying that this

[13:55] should be gatekeep. And so, I'm curating this type of partnership between us even before the video has fully begun. Look, I'm not an expert. I never read a business book. I grew up in hundreds of thousands of dollars of debt and I had to learn this the hard way. But what's that is all about building relation, right? So, I am saying, "Hey, I I didn't come from this sort of expertise. I didn't have this handed to me. I didn't come from money. No, but instead I had

[14:17] to learn this the hard way. I saw it. I couldn't unsee it because it's the three things behind every online business on earth. Drop shipping, Amazon, coaching, selling your own books, an agency, a creator, all. So, this is what we call relation points. So, I'm trying to throw out any terminology that I think my audience might relate to. So, they might have heard of drop shipping, but they might have heard about coaching or any other of the different ways to make money that I've now just listed. Again, so it mentions that simple math formula that is usually gatekeep immediately speaking to people who don't understand how money

[14:47] works. But what I want you to recognize is that now hooks have become this sophisticated art where it's not just about what you immediately say. It's like what you say within that 1.7 seconds to earn attention, but that can you stack beyond that? Can you have multiple different things to give people even more stakes, more reasoning to to choose your piece of content versus someone else's? So again, specificity

[15:08] makes your viewer feel seen. All right. So, if we go back to our checklist, we have number one, why people swipe away. We get that. Number two, how relevance makes someone feel seen. And now we're going to step into number three. How curiosity keeps every second alive. This now boils down to what I call the curiosity gap. And everything that we have been doing up to this point in time has been this fundamentally. And now you're going to understand it and see it. And once you see it, you'll never be able to unsee it. So the curiosity gap looks like the following. You have part one, then part three. And what the heck

[15:40] happens in between is that bridge that ultimately people want to close. Let me explain. So, curiosity begins with a gap. What you know versus what you don't know. And this bridge between them is the reason why people will stick around. Think about your favorite Netflix shows. How many times has it ended on a cliffhanger and it's like watch again, you click on that, watch again, you watch another episode, another episode, another episode. And it's done quite intentionally. It has something to do with the human psyche. And so humans don't like it when they don't have the full completion of a loop. They want to close that loop. So if something is now

[16:11] a question, they want to know the answer to it. So I don't know if your older brothers or sisters were as annoying as mine were growing up, but they would constantly like posture up questions and not give me the answers to them. They'll do it just to irk me. They'll be like, "You know what we had learned today? You know what we had done today?" And

[16:26] they'll just leave it open like that. And I'm like, "What did you What's going on? What what did you learn?" And they just would do that so that they knew that me and my brain wanted the completion, wanted the final answer of it, and they were withholding it from me in a less annoying way. That is what we're trying to do within our respective content. We're trying to itch somebody's curiosity, but then at the end of the video, you're delivering that value. I have to really iterate upon this because I know when you hear that, it sounds more like a marketing ploy or it feels a

[16:53] little bit scammy, I guess. But I I want to explain. You can't do a clickbait hook and not actually fulfill upon your promise. Because if you don't fulfill upon your promise, then people will not come back for more. So even if you earn their attention once, it does not mean that they're going to actually convert into followers on that post and it does not mean that they're going to be returning viewers. And that sets you up for a lot of trouble. So yes, open up the curiosity gap, but you certainly want to close it as well. So you want to give the viewers just enough information

[17:19] to understand the promise, then leave one meaningful piece unresolved. So you remember when I said the whole idea of here's the one technique and I explain all the benefits of it and it took me from this to that. But people don't know what that technique is and they want that benefit for themselves. The best

[17:34] hooks all follow this viewer framework. I understand the topic. I now know why it matters. I can see something is missing and I need the answer. I understand the topic. I now know why it matters. I can see something is missing. That part well something is missing. So your brain does this wonderful thing where it tries to make sense of reality when you don't have all the missing parts completed. And so your brain starts to make assumptions. And that's another big part as to why videos can then have this like aha moment because if you can give that little hole, people try to close it. They they try to say

[18:07] like, "All right, he said one technique. Let me try to resolve it in my brain." And there's something called the hyperorrection effect. And this again boils down to cognitive psychology and how humans learn. But you're actually much more likely to learn when you make a mistake versus you get it right the first time around because when you get something wrong, your brain is then hyperfixated on why it was wrong cuz it wants to prevent that from happening ever again. So imagine if they try to fill that hole, which they will naturally, and they'll get it wrong, then you can actually resolve by doing your own aha solution moment. And then

[18:36] it's like, ah oh my goodness, this video now feels really sticky. This feels really relevant. I'm going to remember this and I'm going to want to follow more. We saw it in these past examples. I gave you enough information to understand the promise then left the value unresolved and that was very intentional so that again you stick around for the completion of it. I want to show you more examples, right? So let's look at this one. I started earning more money last year. Cool. Why should I care? Is there any curiosity in my brain? I don't know you. There's no context. I don't feel like I care to

[19:06] know the completion of how you've done it cuz there's many people online talking about how they're earning more money. But if you were to make a clear curiosity gap, it could sound something like this. I changed one annoying habit and I started earning three times my salary. Annoying habit. What was the annoying habit? Tripling your salary is insane. What's the secret? So I'm having these holes and again in my brain as the viewer, I'm trying to complete that or I'm trying to say, "All right, I think I know what annoying habit or what annoying habit did I try and resolve three times my salary. Ah, this guy must

[19:36] be doing something scammy or whatever the case may be. I'm curious. I want to learn more." But you can spark curiosity in a number a number of different ways. Let's look at how you can layer your hooks to make it impossible for someone to scroll. So layering works in many different ways. So if you just think about the word layering, it means that you have multiple different hooks. So far I've been telling you how spoken hooks can be stacked, but you can also stack different types of hooks. Meaning that a visual, a sound, a verbal, you a written, you can start to have all these different things happening at once. So

[20:05] think of your viewers experience like this. what they hear, what they see, and what they read. That's naturally how a brain then consumes content, right? So, you imagine your brain hears something, then they look at something, then they read something. And so, if all three of them aren't repeated, but they're similar in context, and it allows you to fit this puzzle piece beautifully together, your brain then has more reason to stick around. Every layer can strengthen your viewers's reason to stay, but also every layer can also weaken it, too. So, if you don't know how to do this effectively, again, you are jeopardizing potentially making your

[20:40] content feel jarring. Jarring is very different from being engaging. So, what if your viewer is watching on mute? A spoken hook can fail with the sound off. So, let me explain this to you crystal clearly. So, there's about actually there's quite a few different studies. We don't know exactly the number, but a lot of people, way more than you think, probably 40% 50 60% of people are watching their contents on mute. And I do that all the time, too. Whether it's like super early in the morning or it's super late at night, I just don't want to hear like I will watch on mute. It's more common than you actually think. And

[21:11] so, if you don't layer different types of hooks, right, you just have a spoken hook and it's great and I've been telling you about these spoken hooks. They won't even hear it. So, what's the point? So, that's where these other hook types can actually play a big role. Let's take a look at this example. 10 out of 10 TV series to watch depending on what's missing in your life. But, they get increasingly more niche as we go. 10 and 10 TV series to watch depending on what's missing in your life and they become more as we go. So now if I show you the very very very top of

[21:38] this these are all different graphics but this again you remember when I was talking about relatability points and I'm trying to throw out things that might hook on to somebody and their context. I'm showing six completely different shows that people might have some sort of relevance with. They probably won't know all six shows but they might know one, they might know two, they might know three. and they're waiting for their show to appear. And so even if you didn't necessarily hear me, you have this overlay to help you understand exactly what it is about. And then you have that text where it says 10 out of 10 TV series to watch depending

[22:08] on what's missing in your life. A few different things, right? Everything is happening together. So even this text here is giving you some sort of curiosity gap. Why should I be watching TV shows depending on what's missing on my Well, I do have these different parts that are missing in my life, but like why should I care? I'm telling you that a TV show that might already be relevant to you might be the answer for it. Each layer must be aligned, otherwise people will scroll. That's so imperative, right? So, you don't necessarily want to just have completely different disjointed parts coming appearing on screen and you don't want too many

[22:40] things happening cuz again, that will make it feel quite jarring. You have to make sure they all work together. So, here's an example of something that is mismatched. Your text promises a strategy while the visual looks like an unrelated vlog. hook layers that are aligned would look like your text, visuals, and first sentence all point towards the same problem. Meaning that again, so you're thinking about that one specific problem we're trying to resolve. And these three, four, five, six, eight different parameters, whatever happens on screen, need to be all pointed towards that resolution or the pain of the problem. Fundamentally, it can't be something random and you're

[23:14] just like, "Oh, it looks cool, so I'm going to do it." This is where people get into the issue of overediting. Do this check before every video you're about to post. Number one, would the first few seconds make sense on mute? So, if someone was watching this with no sound, would I be able to understand and

[23:29] have enough context to stick around? Number two, does the text add clarity rather than repeat every word? Number three, does the first sentence deepen the promise of the video? If the answer to any of those is no, then your video's hook is not strong enough. One more time so that you really understand how powerful this is. If the answer to any of those is no, then your video's hook is not strong enough. Now, let's go back to our main checklist. So, we have now why people swipe, the understanding of it psychologically. Number two, how

[23:59] relevance makes someone feel seen. Number three, how curiosity keeps every second alive. And number four, the the thing that closes all off is how to pay off what your hook promises. So, remember that iceberg illustration? Yes, we have now grabbed somebody's attention successfully, but what's the bottom of that iceberg to ensure that we're building more trust? A brilliant hook followed by a weak video teaches people not to trust your next hook. It's like the boy who cried wolf, right? So, if you go ahead and you have some flashy hook and it sounds great, but then you don't actually deliver substance, how is that person going to feel about your

[24:33] content? Maybe a little bit cheap, like it wasn't actually delivering upon the promise. So, the main body of your video must be structured with intention. So yes, now we have this great psychology that's happening within the hook, but now your body has to really deliver upon that with great intention. Your opening hook creates the expectation, but every section that follows should either advance it, prove it, or resolve it. So your opening hook creates the expectation, but every section that follows should either again advance it, prove it, or resolve it. Rehooks restore attention when the mind begins to wander. So people talk about how hooks are so imperative. Of course it is. But

[25:13] think about it. Even if you capture somebody's attention for 1.7 seconds, maybe three, five, eight seconds in and you have a 1 minute long video, you still have 52 seconds that you have to keep earning their respective attention. And so rehooks pieced throughout the rest of the content gives people, oh, okay, this is why I care, right? It's another reminder or it flips it. It makes them even develop more curiosity gaps where then they want to stick

[25:35] around for the completion of the video. So what are curiosity gaps and how can you effectively do them? Well, one you can ask a question. So something that I do within my scripts a lot is I will write the whole thing and then I'll figure out pieces where I can then turn it into a question. So normally I write the script, figure out a sentence or two in between the body that I'm like, yeah, this can turn into a question just by changing a few words. I do that people start to ask themselves a question. It could be redundant even and but then the idea of it being flipped as a question

[26:01] makes it new for them. It could be an example, right? So maybe you throw in an analogy and I have been doing that all throughout even this presentation towards you, right? I'm trying to give you different ways to be illustrating in your mind the same concepts over and over again. Or it could be a change in the visual direction. So meaning that let's say you're filming in this angle, you can film in this angle, then you can film in this angle. Or it could mean that you're setting up in different places. So maybe your entire setting or scene changes and that's another moment

[26:28] for your brain to be like, "Oh, okay." Or it could be completely where it's like maybe it's just a normal talking head then it turns into a green screen etc. Right? So you're playing around with the visual direction of this so that it it recharges their lost interest. Keep the promise that your hook started again. So your hook is is

[26:45] this idea of like here shake my hand. This is a promise I'm trying to make towards whatever goal or problem that you might have. Then we're like shaking their hand by saying all right I'm going to take you on this journey and I promise you that I'm going to help you resolve it. If you don't, it feels like you're breaking that trust. This is the full video from earlier. So, I'm going to play it and see if I've done

[27:03] everything that I've now talked about. Maybe there's an initial hook that captures attention. Then, we're stacking some. Then, we're seeing some different visuals. Then, we're also getting that promise be fulfilled. Am I earning that person's trust and attention? Let's go ahead and see the entirety of this example. This one technique took me from being extremely lazy to now having posted every single day for over six and a half years and allow me to become my family's first millionaire and pay off their lifelong debts. The people who don't get this will always end up quitting and the people who do get this will always end up outlasting their

[27:35] competition. That is the entire hook. Now I'm going to introduce to you the actual fulfilling of the promise. It is called cognitive restructuring. Celebrities like Lady Gaga have spoken openly about using techniques like this to calm their nerves before performance and clinical psychologists use this for cognitive behavioral therapy. Here's how you can use it to overcome your fear of showing up in front of a camera. Step one is to identify the situation. Maybe you posted a video on Instagram and it only got 200 views. Step two is identify how that situation made you feel. Maybe you left upset or frustrated or sad that it flopped. Three is to then notice any

[28:09] unhelpful thoughts. This could be my content is so bad. I'm the worst or I'll never figure it out. Step four, you need to find evidence to support those unhelpful thoughts. For example, my videos always get low views or this there's a few things happening, right? So, even that list above my head is what you call a rehook, right? So, something's happening visually and curiosity is already happening where if you go back and I'm going to play this

[28:32] for you. This could be I have seven steps outlined and as I'm going through them, I'm trying to complete them. So you're in your brain thinking what is step three, what is step four, what is all the way to step seven. Then as you're curious about it, then I'm throwing in overlays, images that represent what I am actually saying aloud. So all of this is being engineered made you feel. Maybe you left upset or frustrated or sad that it flopped. Three is to then notice any unhelpful thoughts. This could be my content is so bad, I'm the worst, or I'll never figure it out. Step four, you

[29:01] need to find evidence to support those unhelpful thoughts. For example, my videos always get low views or this isn't the first time that it happened, so it must be true. Step five, now find evidence to go against those unhelpful thoughts. Maybe someone has left a positive comment or DM telling you that your content has helped them in a meaningful way. Step six, now find realistic or neutral thoughts. For you, it might be that yes, I do show up consistently and that means that I am going to have low performing videos, but I do believe generally a lot of my posts

[29:30] actually do provide value to others. Step seven, identify how you feel. Now, you'll see how quickly you go from content is the worst thing ever. I'll never figure it out to yes, this is a skill and as I show up consistently, I'll learn this and I'll become better. By doing this, you're completely reframing the way you think about content and this is how you can sustain yourself without burning out. If you want to learn about the psychological makeup of a successful creator, make sure you follow because I'm going to be breaking down all of that in the coming

[29:57] videos. So, let's break this down. one. Again, I'm using a list for the viewer to follow throughout the video. A little quick tip around lists. That first point within a list has to be extremely good because that is the first introduction of your methodology. So, if your first, let's say, point within the list is so obvious or generic, you're going to lose people cuz you're making this like huge statement that this is the one technique, this is the one thing, and you're looking at it and you're like,

[30:22] well, the first point I already knew. But then if that first one can spark curiosity, gives them a lot more of a likelihood to say, "Yes, I'm going to stick around." Another key point is that your final your final point within the list should also be extremely strong because that last impression is the final one in their brains to see if they're going to follow you or not. It shows examples for each element on the list. Again, we do this visually for you as well in terms of graphics. And even those graphics are chosen very intentionally because I'm trying to use graphics from different movies or shows

[30:49] or even different things in their respective lives that they might have familiarity around. You naturally want to see all seven things on the list. And again, it's really important that the first one is good so that they stick around and that last one leaves a very good last impression on them. So your best video will do the following. Begin delivering value quickly. Make progress visible and use proof where doubt naturally appears. So just to really hit this home for you, if we look at that iceberg once more in that example, that tip was then to give people a reason to care. It gives them attention. But then

[31:20] as you get into the body, you want to now fulfill upon that really quickly. You want to deliver value, you want to ensure there's a reason for people to stick around. If you can make that progress visible with list, it even accentuates how much they want to see the rest of it. And using proof, if you have a moment where you're like, wait, I don't believe in this. I don't think that this is true. And that's when I'm using more examples and analogies to highlight my point further. And those are rehooks, too. Then finally, you really want to answer the question the hook asked. Think about it like when you

[31:48] complete that video, you want to have that final resolution be at the moment the video ends, right? So you want to end on the highest note. So a lot of people what they make a mistake with is they they drag on their video after they resolve the problem. So what happens is like there's a lot of interest, a lot of interest, they they resolve their problem, but then you have like 15 seconds of buffer afterwards and it's

[32:05] like, yep, that's completely going away. And if you look at the totality of that video, that means your retention completely dropping percentage-wise. So it's important that once you have that question resolved right at the pinnacle, that's when the video is now going to conclude and they want to rewatch the video a second or third time. I want to show you that other example, the money triangle video, and it's the exact same process. This one simple math formula helped me understand how money actually works and it's directly responsible for me making $11 million in the last 9 months. But what upsets me more than anything else is that this should not be

[32:37] gay capped. And I hate that it is. Look, I'm not an expert. I never read a business book. I grew up in hundreds of thousands of dollars of debt. And I had to learn this the hard way. But once I saw it, I couldn't unsee it because it's the three things behind every online business on earth. drop shipping, Amazon coaching, selling your own books, an agency, a creator, all of it. I call it the So, now I'm introducing the whole thing, but it's the exact same process you saw

[33:01] within the respective video before. Money triangle. And you're going to score all three things out of 10. Attention, how many people see you, trust, how much do they believe you, and offer, what are you actually selling? Multiply those three and that's how much you can make. But remember, they multiply, they don't add. So, if any one of these corners are a zero, then the whole thing falls apart. You've already seen this everywhere. A meme page with millions of followers, but it's

[33:25] faceless. You don't fully trust it. Which means when they drop a product, barely anyone buys. Or it could literally be the best product in the world, made by the best expert in the space, but without any attention, no one even gets a chance to buy. And maybe this one is you, a creator who has the attention, who's built the trust, but they're not selling anything, so they're leaving money on the table. Regardless, you need all three, and the weakest corner becomes your ceiling. Here's the thing. The people who make the most and make it the quickest are the ones that own all three partners because any

[33:52] partner that you don't own someone else gets paid for it. That's why brand deals, affiliates, and UGC will always have a limit. But if you own all three, there is no limit. So if we look at this right after I introduce the hook now, I'm delivering the value very quickly. I'm making the progress visible. I'm using proof from my own experience and the viewer leaves feeling they've learned something new. There's something also very intentional about how I'm constructing that specific triangle and diagram. And and I do this a lot where every time they think they fully get it, then I add a different nuance to it

[34:22] where they're like, "Oh my gosh, there's more to learn." Because once you have the triangle shape and you're looking at you're like, "Oh, I genuinely understand the the little angles that he's providing." It might be difficult for me to actually keep their attention. That's why I'm saying things like, "But remember that it's multiplication." So if one of the actual angles or corners are zero, then the whole thing falls flat. Then immediately I'm adding more state to it. Right? So every time that I think that people are going to lose attention towards this, I'm trying to give them a different nuance towards this framework. And that idea is

[34:50] engineering one where I'm delivering more value and I'm giving them a reason to stick around. But June, what if my videos end up flopping? A weak result gives you information about the opening audience or delivery. Meaning so again I come from an engineering background where we are actually encouraged to fail because out of 100,000 different trials only one of them are going to be an important drug lead where that it can actually go to market eventually and become a pharmaceutical that people are

[35:16] going to benefit in their lives with. But the other 99,000 plus other times we're going to fail and that's okay. And so for you your content is going to flop. My videos flop all the time but you have to learn from it so that you don't make those same mistakes twice. So study your failures. Where in the video did viewers leave? Meaning when you look at your retention graph, where where are you seeing people actually hop off of the the video? Is that going to tell you something about it? Was it the hook? Was it the delivery? Was it the placement of the rehooks? Did comments reflect the

[35:46] intended promise? Are people like, "Oh, this is so clickbaity." Or they're like, "Haha, this is like fun, whatever." Or are they actually saying like, "This changed their life? Are you are they saying that this was a really great reminder or something new that they learned?" The comments will reflect that experience for you. What would you keep if you tested the same idea again? So when it comes to AB testing, it just means basically you're keeping every other variable as controls and then

[36:07] you're only just changing one at a time. So when you think about testing, you never want to completely test every new variable once more because you don't know what is wrong and what is right. But what we do in engineering, what we do in science and what we have to do in content is treat these like real analytics and say, "All right, if I have all these different variables, I want to just change this one part of it. I want to change how we do the real hooks. Now, I want to change how I do the introduction. I want to change how I deliver value. I want to change the

[36:32] duration of the video. And so, you you treat me as like a little set of ingredients where you're like, "Yes, I'm optimizing for this. This is now good. I can now test another one." And so forth. I want you to read this twice. The strongest hooks make people feel understood before they feel impressed. The strongest hooks make people feel

[36:51] understood before they feel impressed. Clarity earns recognition. Curiosity earns another second. The content earns the relationship. Clarity earns recognition. Curiosity earns another second. And the content earns the relationship. Cuz the ultimate goal of all of this is not just to wow somebody for one post. It's to build so much rapport and trust and what we call goodwill with somebody that they want to stick around for the next video, the next video, the next video. and the more likely that they are to actually comment, to engage, to save, to like, to potentially even buy from you in the future as well. So, if we look at the

[37:26] full checklist now, we understand why people swipe away, how relevance makes someone feel seen, how curiosity keeps every second lie, and how to pay off what your hook promises. I really hope as you have now completed this and you've understood this checklist to rewatch it a few times back because this is a science. This is one of those things where you actually watch it and you're like the third fifth watch in you're like yeah I picked up on things that I didn't even notice the first time around because hooks because content because all of this is actually an art

[37:56] form in the same breath be encouraged. It's okay that you don't get these things right. I am 6 and 1/2 years in and still weekly I get these things wrong but the whole goal is to understand yes okay this is a science because then it makes your success repeatable. That's the biggest difference. If you don't understand why something worked, how the heck are you

[38:17] going to repeat that same success again? So, if you're someone that's in it for the long run, make sure you subscribe. Make sure you leave some comments based on what it is that you want to learn next because I want to ensure that you have every tool needed to start winning

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