Part 1 - The Problem Question
Formula: Call Out + Pain Point + Question
Call Out: This is your audience. Something that they define themselves by, that makes them unique over anyone else. (ex: Dog Lover, Cyclist, Author, Stay-At-Home Mom)
Pain Point: This is their #1 Struggle, Pain, or Frustration. This is easily answered by the survey results they send you!
Question: This simply means you can lead this with a question. An example would be as follows...
“Are you passionate Dog Owner who’s frustrated because you can’t potty train your puppy?”
“Are you an Author looking to get your book in front of more people?”
These are all questions the viewer can say YES to, and if so, they’ll continue watching...
The Hook!
A “hook” is that thing you say that simultaneously creates curiosity and desire in your reader (or viewer). It’s that unique element that differentiates you over everyone else. As a bonus, I suggest using a hook for your first 5 seconds so you compel your viewers to keep listening.
Promise + Objection Removal or “How to _______ Without ________”
Promise: What’s that thing they want? What do they want to learn how to do? Master? Experience? Have?
Objection Removal: What do they think it will COST them? I’m not necessarily talking about money.
Time? Effort? Other pain?
ex: “How to Make Better Marketing Videos without expensive or complicated equipment.”
...or, “How to Make Professional-Looking Marketing Videos on a Shoestring Budget.”
...or, “Are you looking to make professional-looking marketing videos without breaking the bank or
wasting precious hours learning complicated software?”
Part 2: Who Am I?
After you’ve hooked them, it’s time to introduce yourself. The goal is to establish credibility
(why should I be listening to you?). But there’s also one more vital component here: CONTEXT.
This “YOU” helps people understand, “Why is she even making this video? Why is she doing this?”
“Hi, I’m ____(NAME)____, a ___ (AUTHORITY TITLE)____, and after years of struggling with
____(PROBLEM)_____ myself, I fnally found a better way to ___(SOLVE PROBLEM)____, and today, I
show __(MARKET)___ everywhere how they can ___(SOLUTION)____.”
