Transcription
Welcome back! In this video, I'm going to break down the exact step-by-step scripting method that we've used to get our clients over 500 million views. It's also the exact scripting method that the biggest educational content creators in the space use. Believe me, because I've spoken to many of them. It's designed to keep someone hooked from the beginning to the end of your short-form video.
It's not some fluffy concepts like you need to be authentic or you need to give value. No, we're going straight into the mechanics of what makes a short-form video take off. My name is Omar, and I own two companies: Nomads Cast and ClientFunnel.io, where we've worked with over 150 brands over the past five years with content marketing, generating seven figures in their businesses.
Now, I want to preface that the script alone won't make your video go viral. There are actually five things that we've found that make your video as high quality as possible and give it the best chance to be seen by as many people as possible.
Number one: the idea. If you want to know how we get proven content ideas for all of our short-form videos that have the highest viral potential, just click somewhere above here. I've linked it, and watch it before watching this scripting video.
Second, then you have the script, of course, and that's what this video is about. Number three, then you have your fundamentals. This includes your audio quality, video quality, lighting, backdrop, the clothes you're wearing, etc. These are the variables that you can control in the physical space around you.
Then number four, you have your delivery, which is your tonality, the authenticity and excitement in your voice, your pacing, your pauses, and the contrast that you use between talking really quickly and then slowing down your pace.
Finally, number five, you have video editing, with what I like to call visual depictions. This means not over-editing but visually showing the things that you mention in the video itself. The reason it's number five on this list is that video editing is just a cherry on top. If you have a horrible script, a horrible idea, horrible fundamentals, and horrible delivery, editing—no matter how much you edit—won't save you.
Once you master all five of these, you'll literally be a top 1% online educator, online coach, online agency owner, online speaker, etc. But today, in this video, we're going to be talking about scripting.
Now, there's a lot of frameworks out there. I actually swear by 14 different ones, but the most common framework by far is what I call the HAVE PC framework. This framework is the one that's most commonly used to go viral, and it's the one that any beginner can plug and play into to have a video go viral for themselves. So if you master this framework, you may never need to use another framework again.
Let's go ahead and dive in. First, before I actually start talking about the framework, let's watch a video of my client Andrew Tarvin that follows this exact framework.
"Be funny with your friends! And even if you're the shiest person in the world, it is a technique that is used by stand-up comedians and comedy writers. You even see it sometimes on billboards, and it is called the comic triple. A comic triple is a list of three things where the third thing is unexpected.
So if I say something like, 'You know, I'm an engineer. My background as a kid, I used to like to take things apart and put them back together again. Things like socks and radios and my parents' marriage. I never really got that one back.' That's a comic triple. That last third phase is completely unexpected.
You use that for real—a list of three, that third thing unexpected, going to get a smile, a chuckle, a laugh, or leave people leaning in to say, 'I want to hear a little bit more.' This is a technique that you can leverage.
One of the seven primary personas that exists. If you want to find out what kind of funny you are, check out the quiz in the bio. Great! This video got 422,000 views, 10,175 likes, and we ended up getting 5,000-plus email signups just from the video alone.
And this video still isn't perfect. There were things that I would have improved on this video, which you'll see what I'm talking about later in this video.
So let's move forward. We're going to break down each part of the video, but before we go any further, let's cover a few angles behind the video, especially the hook part of the video.
Number one is what I call the Observer to Authority Spectrum. If you're talking to the camera, you always want to err towards the Observer side. What do I mean by the Observer to Authority Spectrum?
An example of that would be me saying, 'Alex Hormozi made $100 million, and here's how he did it.' That's me observing somebody else and just reporting their results. Then on the other side, you have your Authority. The authority side of the spectrum basically involves a hook where it feels like you're speaking right at the audience.
When you're speaking at the audience, sometimes it can turn them off or make them feel like you're being way too authoritative. I don't know who this person is, and unless you have a mega brand like Alex Hormozi or Gary Vee—which you most likely don't—you want to stay away from being completely authoritative.
There are two specific scenarios where I would generally recommend being authoritative, and I'll talk about that here in a minute. But let's cover the middle of the spectrum, which is between Observer and Authority.
That's what I would call a cost narration. A cost narration is where, in the hook, you actually preface the amount of work it took you to get said result, and then you're just reporting how you got that result.
For example, I could say something like, 'I made $100 million last year, and it took blood, sweat, and tears, and five different mistakes that I made before I finally got to that. Here are the five lessons that I learned from that.' That would be cost narration.
You either want to mention an authority and leverage their credibility, which is on the Observer side, or you want to mention the effort and show proof. That's key—show proof in the video. Edit a sort of screenshot, an image of their Stripe account, an image of before and after you lost weight—whatever your niche is—show the proof of how long it took you.
Now remember just a minute ago when I said there were two instances where you can make authoritative content? Well, the two styles of content that I suggest are:
Number one is what I call the comment response video. Have you ever seen a TikTok video where there's a comment in the top right, top left, or somewhere on the screen, and then someone is speaking on that video? Well, really what they're doing is responding to that comment. But anyone watching from the outside doesn't feel like they're talked at.
When they don't feel like they're talked at and they feel like they're observing a conversation between two people, that's when you can be super authoritative because the person watching, the audience member, feels like you're being authoritative only to the person in that comment.
The second type of video that we can do on the authority side of the spectrum is what I call the podcast-style video, where you're looking off the camera. When you look off the camera, again, it creates the same sort of effect where the audience feels like they're watching into a conversation rather than being spoken to.
Those are the two styles that I would suggest for being authoritative on camera.
So let's move on to the next philosophy behind making a really good hook and honestly a good video overall, which is becoming the niche and going broad. The more specific you get on social media, the less views you're going to get overall.
You know, people that make memes or even videos without talking at all tend to get the most views simply because it's so universally understood. You want to do this as well, but because you're an authority figure or you're an expert or you're a coach or an agency owner or whatever you are, you don't want to go completely in the area of memes or skits or videos without words because then you're not really creating authority for yourself.
In fact, you're just making a video that's entertaining. How do you make a video without looking like a clown while at the same time trying to squeeze as many views as possible? It's by going broad in the hook and then narrowing down later in the video.
I'm going to give you three examples of hooks from worst to best, worst being, 'If I was looking to buy a home in Alabama for under $200,000, these are the three steps I would follow.' Way too specific! If there's anyone watching that video that isn't from Alabama or anyone watching that video that isn't buying a home, then they're going to feel completely alienated and swipe away.
Because of the way the algorithms work, where they show your content to 200 random people first, you definitely want to stay away from hooks like that.
This isn't an ad. Here's a better hook: 'First-time buyers can save a ton of money with this new law that just passed.' So now it's speaking to more people. It's talking about first-time home buyers. You might be thinking about buying a home, and that's in any state, right?
So again, a wider reach in the hook, still within niche, but you'll still alienate a good subsect of people.
Here's the best hook from the three examples that I'm giving here in the real estate niche: 'If you ever thought about owning a home, this money-saving hack will let you find places at half the price.'
Now we're talking about a money-saving hack, and if you've ever dreamt of even owning a home, you might save this video and watch it later. Shelter is a pretty universal thing, so most people will probably look at this video and even from different countries be like, 'Oh, you know what? This might speak to me. Let's watch what it is.'
Let's move on to philosophy number four here behind hooks and really videos overall: recreating what's worked in novel ways. I love saying this: don't steal what somebody did, but recreate it and make it better in a novel kind of way.
If you can find a hook that's worked with your idea that's done at least decently, improve on it. For example, if the original hook got 10 million views and it was a guy standing on top of a car saying some words, maybe you can say some of those words, change up the last word of that hook, and do it in a bathroom while taking a...
That's an example of improving upon the hook, which takes me to the actual first part of the HAVE PC framework, which is the hook. For those of you who, by the way, don't know what a hook is, the hook grabs attention.
I've broken it down actually to a formula. First, to understand hooks, you need to understand the three main parts of a hook. I know I like breaking things down a lot, but I want to make this as easy to understand as possible.
The three main parts of the hook—and this again is really an extension that applies to the whole video but especially in the first two sentences—are:
Number one: verbal, as in the words you say and how you say them.
Number two: visual, as in what's on the screen for the first three seconds of that short-form video.
Number three: auditory, the sound effects and music playing in the background.
You want your verbal, visual, and auditory hook all happening in the first three seconds of the video.
For the verbal hook, this is a formula: emotion plus power word plus one or more of the following six things:
1. Recency, as in a recent or ongoing event.
2. Relevancy, as in the fear, desire, challenge, pain, or personal story that relates to a feeling that applies to the person watching the video.
3. Celebrity, as in celebrity jacking and mentioning someone else's name that has credibility behind their name and using it to leverage views for yourself.
If you've ever watched a video where people have said, 'This is how Alex Hormozi...' that's celebrity jacking.
4. Proximity, as in how close it is locationally to the person watching that video. This is one that I generally try to stay away from simply because it narrows the hook a little bit too much.
For example, let's say you're from Texas, and I was talking about a current event happening in Texas. You're much more likely to pay attention to that, right? So use this one sparingly. It's much better for ads than it is for organic short-form video, but still worth a mention.
5. Conflict, as in the controversial stuff where it either validates someone's opinion or goes against someone's opinion that's watching the video.
So I could say, for example, 'Men are better than women.' I'm validating a subsect of men's opinions and I'm disvalidating a subsect of women's opinions.
6. Unusual. I mean, this is just your weird run-of-the-mill. For example, Mr. Beast putting a million Orbeez into a pool—that's just weird or unusual.
Don't drag on your verbal hook and be like, 'This guy, this is the best credit card you need because it's so good, and you're not going to believe the amount of points you could get in travel lounges and have some of the craziest redemption options.'
You don't want to be like that. Don't drag it on. Make it concise. I think there was a test done, and they found that seven words is the best sweet spot to have a hook.
Using my client's example here, actually, this formula will help you be funnier with your friends and family, even if you're the shiest person in the world—22 words, I believe—but still very concise.
The formula is a power word that creates curiosity in the person watching, like a secret formula. 'Shiest person in the world' evokes an emotion, especially in shy people, right? It makes it feel like this is a video for me to watch.
Then the relevancy part to the target audience of shy people or unfunny people fills the desire part, wanting to be funnier in their group of friends. So it plays on those three layers again: evoke an emotion, have a power word, and fit in one of those six things for your verbal hook.
Let's move on to the visual hook. For the visual hook, this is the formula I've created: a pattern interrupt plus an optional four to seven curiosity-driving words on the screen, including a power word within one of those four to seven words.
Pattern interrupts are an art and a formula. For example, one common pattern interrupt I really like using in my content, and I always have my clients use, is just doing a simple scene change.
So it might be sitting in spot A and then moving to spot B in the second half of the hook. That's a pattern interrupt. Another pattern interrupt is a simple zoom-in. You know, you've ever seen videos that start right with a zoom? That's a pattern interrupt.
I've actually got a list of 20 pattern interrupts here that you can use, and I'll put them in the link in the description below in this video. I call it '20 Lazy Ways to Grab Attention.' Just click that link and take a look.
It's a Notion template, but really, there are tons of them out there, right? I've seen talking head videos that start with someone sitting on the toilet reading a newspaper. So have fun with it!
Now, going back to my client's video here, in our hook, above the pattern interrupt is actually a simple zoom-in. The four to seven curiosity-driving words, as you saw in the beginning of the video, were 'the secret technique comedians use.' 'Secret' being the power word.
So that's the second part of the hook. Again, you're stacking three parts of hooks to really make it successful: the verbal, visual, and audio.
Moving on to the audio hook, I would say the audio hook is the least important and most optional of the three types of hooks. However, it does definitely add a layer, and it'll only help you if you're not doing it in a weird way.
It's definitely worth doing if it fits with the video. There are two main ways to add an audio hook to your video:
Number one: a popular song in the charts or a trending song of some kind. Why? Because people sometimes just watch videos because they like the music. I've done it. I'm not sure if you've done it, but if you have, you're probably weird.
The second way is a rare sound effect. A rare sound effect is a sound effect that isn't as commonly heard. It could be some ASMR, it could be a kitty scratching a kitty litter.
Now, I've seen people start off with the randomest sound effects, like a girl moaning, for example. Will it grab attention? Yes, definitely! Good attention? Depends on your brand.
Or you could use what's called a riser. A riser sounds like this. The reason a riser is so effective is that it builds tension in the beginning of the video, which sucks them in a little bit more.
Those are the three parts of the hook, and yes, I did include some video editing hacks. But it's good to keep in mind in general, whenever you're editing your video, I spent a lot of time on the hook because obviously, it is the most important part of the video, and I want you to really nail it down.
But let's move on to the second part of the HAVE PC framework, which is the amplifier. The amplifier is a way to set up the video to deliver the value while strengthening the hook and also decreasing the risk for the viewer of watching the video all the way till the end.
What I just said there will make sense in a second. The amplifier is not a double hook, which is basically saying the hook again in a different way. You don't want to say, for example, 'Three mistakes you're making as an entrepreneur,' and then right after that hook say, 'You're definitely going to want to avoid these three things in business.'
That is a double hook, and that is a big no-no. Going back to the amplifier, just like the hooks, there are 13 different kinds of amplifiers I've found that go with high-quality content. I'm just going to list all 13 here one by one.
Number one of the amplifier: social proof. Social proof is usually a bold statement that's backed up with some kind of proof—an image, a video, a shot of your Stripe account, a before-and-after image.
Using my client's hook: 'Here's how you become funnier with your friends, even if you're the shiest person in the world.' This was exactly me 10 years ago as a nerd, and now today I do stand-up comedy all around the world. So that would be social proof.
Number two: desire. For example, using my client's hook again: 'Here's how to become funnier with your friends and family, even if you're the shiest person in the world, and the best way to achieve this is using three simple steps that I'm about to give you.' That's desire.
Number three: roadblock. A roadblock is usually a line that explains what's stopping them from getting their desired state.
So for example, going back to my client's hook: 'This formula will help you be funnier with your friends and family, even if you're the shiest person in the world, and it's because you're not using this one specific way of actually talking to your friends.' That's roadblock.
Number four: controversial. A controversial amplifier is hinting at the fact that what you're about to say is going to make some people upset, making them more curious about it.
Going back to our client's hook: 'This formula will help you be funnier with your friends and family, even if you're the shiest person in the world, and the formula I'm about to give you is definitely going to make a lot of people upset.'
Number five: personal story. Do you remember earlier when I told you about the Observer to Authority Spectrum? The personal story is somewhere in the middle because you're telling them, 'Here's how you do XYZ thing,' but relating it back to yourself.
For example: 'This formula will help you become funnier with your friends and family, even if you're the shiest person in the world. This is something that I spent the last 15 years learning.'
Number six: information gap. An information gap is basically creating curiosity enough by teasing at something but not giving them the answer fully, which makes them more curious to fill that gap of information.
Here's an example of it with the same hook: 'This formula will help you be funnier with your friends and family, even if you're the shiest person in the world, and it's a technique that only the top 1% of stand-up comedians know about.'
Number seven: you have your call-out. The call-out is generally targeting the audience that you're speaking to. It's a little ballsy; sometimes it can blow up in your face, but it works really, really well with the types that listen to being called out.
Think Grant Cardone or Andy Elliott or any of these big guys that yell at you on stage. The people that love getting yelled at or need to get yelled at to be able to knock some sense into them—those call-out amplifiers work out really well with those kinds of people.
Again, going back to my earlier example: 'This formula will help you be funnier with your friends and family, even if you're the shiest person in the world, and this is where most shy people really, really mess up.' That's your call-out amplifier.
Number eight: we have negative assumption. A negative assumption amplifier is pre-thinking what the audience will think in their minds after you say your hook.
For example, going with this same hook: 'This formula will help you be funnier with your friends and family, even if you're the shiest person in the world, and no, I'm not talking about just going out there and practicing.'
So you want to say, 'And no, it's not that thing that you're thinking of.' That's just a negative assumption amplifier. One of the easiest ways to figure out what a solid negative assumption amplifier for your hook would be is just by simply asking your friend what their first thought about what the video is going to be about after you say the hook to them.
It's a really easy way to just read someone else's mind if you can't do it for yourself.
Now we have number nine: we call it the risk reversal. This is especially great for super actionable content where you're giving people steps to achieve a desired result.
To give you an example here again with the same hook: 'This formula will help you be funnier with your friends and family, even if you're the shiest person in the world, and it'll take you less than 60 lessons to learn, and it's absolutely free.' That's a risk reversal. It only gives upside and no downside for the person watching the video to watch until the end.
Okay, then we have number ten. Just like the hook and how you can celebrity jack, you can also celebrity jack in the amplifier. Here's how you would use that in this hook: 'This formula will help you be funnier with your friends and family, even if you're the shiest person in the world, and it's exactly what Kevin Hart used to get him out of his shell before he started stand-up comedy.'
That is a celebrity jacking amplifier.
Then moving on to number 11 is the reference amplifier. A reference amplifier talks about a specific statistic or a specific study that was done that supports your hook and makes it more likely for someone else to watch because now you have the credibility of an institution or a specific company.
Similar to celebrity jacking but different based on statistics or institutions. Another example again with the same hook: 'This formula will help you be funnier with your friends and family, even if you're the shiest person in the world, because Harvard studies show that 63% of people after applying this formula instantly became more confident.' Boom! Reference.
Moving on to number 12, you have your visual amplifier. Again, with the same example: 'This formula will help you be funnier with your friends and family, even if you're the shiest person in the world, and before I tell you, take a look at this.' You might show a before-and-after visual— you being a super nerd in high school and you being a super Chad in college. Two visuals back-to-back, a before-and-after picture can be a visual that supports a hook in some way.
That's what you call a visual amplifier.
Finally, number 13 on the amplifier list is a scarcity amplifier. Scarcity or urgency or anything that really builds up the fact that this person won't have access to this information you're about to give them forever, and they better act now and actually watch the video is another way to actually hook people back into the video.
An example again with the same hook would be: 'This formula will help you be funnier with your friends and family, even if you're the shiest person in the world, and I don't know how long I'm going to keep this up for because people pay me $10,000 usually for this information, but I'll at least keep it up for the next 24 hours, so listen up.'
That is a scarcity amplifier.
There are other amplifiers out there, but I like making valuable content, and these 13 amplifiers go with really valuable content.
Now, going back to my client Andrew's video, if you look at the amplifier that he said, 'It is a technique that is used by stand-up comedians, comedy writers, and you even see it sometimes on billboards.' This amplifier makes use of the information gap, and to a lower degree, it adds a bit of social proof in there too.
With the information gap, you want to know what this technique is that these generally funny people use on stage, and it also adds a little bit of social proof simply because you're mentioning comedians and comedy writers or people that think in funny ways.
This amplifier also moves the video a little bit closer to the Observer spectrum, and because it's closer to the Observer spectrum, people are more receptive to listen to them whenever he talks straight to the camera.
Amplifiers like this and pattern interrupts, like I mentioned earlier in the hook, can also be thrown in at any point in the video. I suggest throwing them in whenever a video starts to get boring.
For example, let's say you have three steps in the video, and you finish up step two, and you feel like the video is starting to get boring. You can say something like, 'And this next thing is even crazier because Harvard research shows blah blah blah blah blah.'
That's making use of the reference amplifier. But if you're not sure when your video starts to get boring, use what I call the pencil test.
Basically, put a pencil to your right and a phone to your left and any other things you tend to fidget with in front of you. Then have someone else stand in front of you and read the script to you. If you unconsciously catch yourself reaching out for something—whether it's to play with your phone or take a look at that or play with a pencil or fidget with a fidgety thing that you like to fidget with—then it's boring at that part.
You really want to throw an amplifier in there, or you want to throw some sort of pattern interrupt in there where you change scenes or use one of the other 20 lazy ways to do pattern interrupts, which you'll find in the description.
Or, of course, you just feel it in your gut that it's boring at that point. Add an amplifier or a pattern interrupt or both at this part of the script.
Let's move on to the third part of the HAVE PC framework, and this is the most important part of the framework. You can have the best hook in the world, the best amplifier in the world, but if your value sucks, you'll train people to swipe away from your videos.
You negatively reinforce that same person in the future to swipe away from your videos. We don't want to head towards negative reinforcement. We want someone to watch the video and then the next time you show up on their page, get the feeling that, 'Hey, this wouldn't piss me off if I watch this person again.'
That is how you compound viewership, and that's how you start going viral over time.
Now, going back to what I said about what makes a video truly valuable:
One, your content has to be valuable, as in, 'Would someone pay $5 for this info?' A big part of what makes something valuable is also being unique. I mean, have you heard this angle before that's being said in the content, or is it a new angle that not that many people would know about?
If you're a true expert, you can give something truly unique—a unique angle on something—even if it's copying a similar hook or even if it's taking inspiration from another video.
Number two, again, remember your content has to be actionable. If you're going to make valuable content, it should be actionable in 24 hours or less.
As in, can someone see themselves doing it, getting the outcome you promised with as minimal sacrifice as possible in the next 24 hours? Yes? Then you're good. That's good valuable content.
Then number three, it has to be on niche. Don't complicate this. For example, don't talk about motorcycles if you're a performance coach unless you're talking about how motorcycles make your mind sharper.
Think about who you're talking to, the situation they're in, and what they want. Then become the niche.
Don't worry, at the end of explaining the HAVE PC formula, we're going to write a script together so you can see my entire thought process behind this.
Now, going back to value, there are a few things to know about the value section. There are different types of value that you can do, just like how there are different types of amplifiers and different types of hooks.
The different types of value are:
1. Tools, as in any tools you have, resources, any tools that you made yourself.
2. Insights, which are like wisdom you've gained over the years or from what you've done.
3. Step-by-steps, basically how to do something step by step, a step-by-step guide, etc.
4. Lists, which are like checklists, top five destinations, etc.—just lists.
5. Stories, which are basically relatable feelings that people can relate to and then have a final lesson attached to them.
Another thing to note about the value is the payoff. Your value should be actionable and drawn out enough that the payoff—the reason someone is watching the video in the first place, the big shebang—isn't given away right in the beginning.
You want to delay the payoff as much as possible and end the video soon after it.
For example, if the hook is, 'This new deadlift strategy from a world-renowned psychologist will completely take away your back pain,' and then if the amplifier is, 'And this will work for you even if you've got a bad back and have never done a deadlift in your life,' then the value should not be, 'You do this by putting your legs right under the bar and lifting with your arms,' because that's giving the payoff way too early.
What the value should be instead is, 'The technique is called the hangman, and you first align your fingers properly at a 45-degree angle. Next, and blah blah blah,' so on and so forth.
Again, that's delaying the payoff a little bit. They don't get the full picture; they don't know exactly what to expect until towards the end of the video.
Another example of this: let's say the hook was, 'The secret AI software will replace editors.' Let's say I decided to put the payoff early. I said, 'This secret AI software replaces editors. It's called Sora AI, and here is why it's cool. It can generate videos in seconds. It uses AI to scan your face. It has a text-to-video option.'
That's what most people do to give the hook. Maybe they'll add an amplifier, but if not, they'll give the payoff right away and then they'll explain the payoff in the rest of the video.
This is the formula to failure. People will swipe away from your video super quickly if you do it this way.
Instead, here's a better way: 'This secret AI software will replace editors. It can generate videos in seconds. It uses AI to scan your face. It has text-to-video options, and it's called Sora AI.'
See how the payoff is now delayed? Because of that, people are much more likely to stay till the end of the video.
And we're back! As you can see, I'm in an entirely different studio than what you just saw a second ago. The reason is we just moved to a new place, and a lot's happened between the two weeks that you just saw the last sentence and what I'm doing right now, which is recording the rest of this video.
I hope you've enjoyed it so far. Let's go ahead and get right into it.
So stories are another excellent way to delay the payoff, especially if you set up the story from the hook and then you give the payoff at the end of the story.
So are steps: step one, step two, step three. If someone made it to step one, they wouldn't want to leave before step three comes around.
Another quick tactic to delay the payoff as well is using what I call a method line, where you come up with a unique method name for something before actually giving the method away.
For example, the entire video from the beginning, I called it the HAVE PC framework, and it's what's going to help you get your first viral video. That was my method line.
This is me just going down a bullet list of points related to the value section of the HAVE PC framework.
But also, if you're going to give a list in the video, make sure to give the most valuable thing away first. Why? Because it gives people a reason to stay for longer. They'll think, 'Oh wow, this first thing was so valuable, I might as well stick around and see what else they have to say.'
For example, the other day we made a video for a client where it was about three traveling hacks that not many people know about, and the first thing on that traveling hack list was about how you can carry a frozen water bottle through the airport because it counts as a solid.
So if you want to drink water from home, freeze it before you come to the airport. I thought that was super interesting. I'd never heard a hack like that before in my life, even though it sounds so obvious.
That alone, compared to the other two, was the most valuable one, and we put it in the first place in that list. Instead of the third, that video ended up getting 340,000 views.
Another thing that I want to go down this bullet point of the HAVE PC framework about the value portion: make sure to be very clear. If point A to point Z takes three clear steps, don't convolute it and add fluff to the message.
Keep your what I call value per second as high as possible. That means you remove any fluff words, any sentences that don't need to be in there, any parts where you start rambling.
In fact, I'm sure I've rambled in this video that I've made so far, and the final product that you're watching is going to remove all those little bits of rambling, even though I have scripted it.
Another way to say this is if you can't explain it to a fifth grader, then you're doing it wrong.
Don't worry, I'll give you a tool later that will make that 10 times easier for you. You can also give examples to make the value portion of your video clearer.
Not everything needs an example, but specific things like sales tips or a framework use examples when it adds to the clarity, but never outside of that.
But you wouldn't want to use an example if you're guiding someone on how to click different buttons on a website.
So those are some of my bullet points down the value portion. Now, going back to my client's example here, the value portion said, 'The comic triple.'
A comic triple is a list of three things where the third thing is unexpected. So if I say something like, 'You know, I'm an engineer by background. As a kid, I used to like to take things apart and put them back together again. Things like clocks, radios, and my parents' marriage. I never really got that one back.'
That's a comic triple. That last third thing is completely unexpected.
So that was the value portion, and although this video got 421,000 views, the value could have still been made stronger.
How well? If I was to rewrite it, what I would have actually written it like would have been like this: 'It's called the comic triple. So if I say something like, I'm an engineer by background, and as a kid, I used to take things apart and put them back together again. Things like clocks, radios, and my parents' marriage, which I never really got back.
That's a comic triple, which is a list of three things where the third thing is completely unexpected.'
You see how I delayed the payoff a little bit more in that value portion? I also gave them something actionable. I also gave them something on niche, which his niche is humor, and I gave them something valuable, as in someone who wants to learn how to be funnier would probably pay $5 for that piece of information.
There was also a method name in there, aka the comic triple. There was also an example in there to add clarity. Make sense?
Let's move on to the fourth part of the HAVE PC framework, which is the promise. The promise is probably the only optional part of the entire HAVE PC framework, and the thing that I first throw out if I feel my video script is starting to get too long.
However, the promise's main goal is to reaffirm to your audience that watching your video was not a waste of their time.
Again, just like the other parts of the HAVE PC framework, there are a few different types of promises.
Number one: a direct promise, where you simply state, 'Hey, try this out, and I promise you'll get to the desired state.'
The second type of promise is a social proof promise. Just like how I mentioned in the amplifier, you can leave the social proof for later in the script to strengthen the fact that the video that your audience just watched was actually very, very valuable.
It can sound something like, 'My client John made $10,000 last month just doing this, so if you do this, you'll definitely make more money.'
The third type of promise is what I call a reiteration promise, where you basically repeat the desired state back to them in the promise.
For example: 'So now you finally have the skills to be able to make $10,000 a month.' That's a reiteration promise.
Now, going back to my client's example again, he says, 'So if you use that formula, a list of three things, that third thing unexpected, you're going to get a smile, a chuckle, a laugh, or at least people leaning in to say, "I want to hear a little bit more."'
That is a direct promise, and yours should not be this long. If I were to rewrite it, I would write it again like this: 'So if you use that formula, you're going to get a smile, a chuckle, a laugh, and become the funniest in your friends' group.'
The second one is shorter, punchier, and gets to the point right away without keeping any fluff or convolution in there, thus increasing value per second.
So those are the three types of promises. Again, don't keep a promise in there if you feel like your script's getting too long.
Depending on the platform you're on, I try to keep my scripts under 60 seconds. I know TikTok wants three-minute videos now; Instagram wants longer videos now. But the reality is they only want longer videos if your watch time grows with it.
If you have a five-minute video and people are only consuming 30 seconds of it, you just wasted time making a five-minute video, and you're actually much better off making a 60-second video where people watch up to the 55th second.
By just removing the promise if you can't fit it in.
Let's move to the fifth and final part of the HAVE PC framework, which is the CTA, aka the call to action, for those people who don't know.
Keep in mind, people need to be told what to do, so always have a call to action. I've actually ranked the call to actions from worst to best.
First of all, telling your audience to like your post is really a waste of time. It doesn't do much for reach; it doesn't do anything to increase your watch time. It takes a split second for someone's thumb to be able to actually hit the like button, and you often see posts with a ton of likes but still very minimal views.
Saves and shares—saves if the video is valuable or shares if the post is relatable—is a great way to increase watch time, which again really is the only thing that matters in the short-form world.
Saves because someone could always go back and rewatch that video, and shares because when someone shares it to their friend, their friend might share it to another friend, and it might get the snowball effect where a ton more people see it.
However, that being said, I still never use these two because the next two are so much better.
The second-best type of call to action is telling your audience to follow you. Why? Because it brings people into your ecosystem. They start seeing more of your content, especially on Instagram, where a lot of business is done.
This means they get nurtured more, and when they get nurtured more, they become warmer prospects, which means when you DM them, you're more likely to book them onto a call.
Finally, my favorite call to action by far is what's called a comment keyword call to action, which I call an extension of value. Why? Because it keeps people on the platform for longer periods of time.
When you keep people on the platform for longer periods of time, you make Instagram happy, and when you make Instagram happy, Instagram rewards you with more views, which is what you want.
You want to align your incentives with Instagram. This is something we weren't using with my client, as you can tell if you watch the video here already.
So instead, he had a link in the bio, but if we had used a comment CTA in that video, he could have easily doubled his views and gone from 5,000 email signups from that video to around 10,000-plus.
With short-form video, you can only give a finite amount of value in the video, but you can massively increase the value from your short-form video and thus make your brand look so much better and make people so much warmer to you by using a comment keyword.
Using a software called ManyChat, which I'll show you here, it's only $15 a month and totally worth it. If you turn to my screen here, I'll walk you through this step by step.
So the first thing you want to do is go to manychat.com. After signing up and connecting your Facebook account, you want to go to the automations tab here on the left. So click automation, then from there click new automation.
From there, click this one: 'Convert your Instagram comments into sales.' From there, click setup template. Now here on the left, you have your trigger, and here on the right, you have your Instagram message.
Go ahead and click on your trigger. You press new trigger and make sure to do user comments on your post or reel. From there, you want to make sure you hit all posts or reels, not just a specific one.
You can set up ones for specific ones, but I like doing all posts or reels just because someone might end up commenting that keyword on another video, and it would work to my favor.
In this case, I'm not sure if it's case-sensitive, but what I like to do—let's say the keyword was 'viral'—I like to have one all capital, one with just the first letter capitalized, and one that is all lowercase.
So if you do know if it's case-sensitive or if it's not case-sensitive, just let me know in the comments below.
Continue, so you can customize this. When someone puts the word 'viral' in this case in the comments, this is a randomized reply to that comment.
So you can make this kind of sound like you. I just use really, really basic ones: 'Cool! Check your DM. Sent the link to your DMs. Check your DMs.'
From there, you go ahead and hit save. Now this is the trigger, and then what you want to do is set up the Instagram message. Go ahead and click the message here, and this is where you can actually add in your text.
So let's say I was sending them a 100-page PDF on how to go viral. I'd say, 'Here's your 100-page viral PDF. Thanks for commenting.'
Add a button here, and the button can be to a website. You can also set up more complex flows where it sends a message, you connect your email marketing software to this, and collect an email via DM before you actually send them the resource.
But I'm just showing you a very basic version where you add the website and let's just say it sends them to a website you want them to go to. Then hit done, and that's it!
So now you've set up the website, and you've set up the trigger. Then you just hit set live, and it'll work across all of your Instagram posts.
At this point, we've covered the entire HAVE PC framework, and you should have a rough draft of your script. But before you actually go record it, you're going to want to do three things, and I do these three things every single time I finish a script before I actually record it.
First, go back to the hook and amplify your first sentence and your second sentence. Spend another 10 minutes on it thinking of ways that you can improve it.
The majority, the sheer share of your time—even though the value is the most important—should be spent on the hook and the amplifier because if you're not hooking people in, they're not going to get to the value in the first place.
The second thing I would do is read my script out loud. Change anything that doesn't sound like it would be in your talking voice. This isn't a research paper, okay? It's supposed to sound like the way that you would talk.
In fact, I'm reading off a teleprompter right now, and it sounds just like I do normally.
Then the third thing you want to do—and remember earlier I mentioned that we want to make our script at a fifth-grade level—let me walk you through that here right now.
You want to go on Google and then search Hemingway app. It's going to be the Hemingway editor. From there, take your script and paste it in here.
Now my script—and this is the script we're about to review here in a second—is already at a fifth-grade level, but normally you want to check this level and see if it's sixth grade, seventh grade. If it's anything above a sixth grade, you want to bring it down to at least a sixth-grade level.
What you'll see is different things are highlighted in this. It says, 'Fix your sentences with AI. There's a readability issue here. There's a readability issue there.'
It's saying that because I've written it in my voice, so I'm not going to change any of this because the most important thing here to see is that it's already at a grade five level.
If yours is not at a grade five level, then make it more concise until this says grade five or grade six at most.
No, you don't need to buy the AI version of the Hemingway editor. Just use ChatGPT if you need some help or some ideas on how to make it simpler.
But that is how you use the Hemingway app. Just make sure this is grade five.
Now, I know that was a lot of information, so we're actually going to go through a script I just wrote that you just saw on the Hemingway editor, and so I can show you the different parts of the HAVE PC framework put together, as well as a little hack I like using sometimes in my scripts.
So here's a script. Let's go ahead and read it together.
'This psychology hack makes people's caveman brains addicted to watching your video, and no, it's not the hook or yelling like a dumbass into the camera. Instead, it's what I call hook points, and here are three of my best performing hook points across the 12,760 videos my team and I created for our clients last year that will literally hack your audience's brain into watching every second.
First, future pacing. If you have a list of three things in your video, instead of being like everyone else and leaving the most valuable thing for number three, say your most valuable thing for number one because people will think, 'If this video is already so valuable, I wonder what else they have to say.'
Second is five senses. Do this by stimulating as many senses as possible through the video. You can use sounds, scene changes, and crazy language to create emotions that keep your audience hooked.
Oh, and if you want a list of my 20 lazy ways to grab attention with the senses, comment 'grab' below, and I'll DM it to you.
Number three is content framing. Have you ever seen those cooking videos where they show the finished food at the beginning? Same thing! Give me a tease of the end result at the beginning of the video. For example, 'Here's how I made $60,000 last month, and that's why.'
Okay, so let's go ahead and dissect this script that I put together.
Okay, obviously, this psychology hack makes people's caveman brains addicted to watching your videos. This is a broad hook because 'psychology hack' speaks to a lot of people. It also has an entertainment factor to it.
Second is the negative assumption amplifier that I used here. I said, 'And no, it's not the hook or yelling like a dumbass into the camera.' Negative assumption amplifier.
Instead, it's what I call hook points. This is the first line of my value, and hook points is a method line, if you remember from earlier.
Here are three of my best performing hook points across the 12,760 videos my team and I created for our clients last year. That is a line of social proof added into the value.
I say again, 'That will hack your audience's brain into watching every second.'
Okay, now one thing that I want to point out here—in actuality, this one line, and I did this on purpose, this one line might be a little bit too long.
Why? Because I mentioned 'psychology hack makes people addicted to watching your videos,' and again I say, 'This hack will hack your audience's brain into watching every second.'
That could be construed as a double hook, and that's the reason I left that in there.
Okay, so I'm just going to go ahead and delete that and put that there, so it's a little bit more concise, a little bit more fluff removed, and now we don't have a double hook, which, if you remember, seeing the same thing twice in the same script is a big no-no.
Here are three of my best performing hook points across 12,760 videos my team and I created for our clients last year.
First, future pacing. This is me going into the value. I'm giving you actionable steps now. So if you have a list of three things in your video, instead of being like everyone else, say your most valuable thing for number one.
So that's actionable value, and I'm telling you this is what the audience would think.
Second, five senses. I'm telling you I'm using examples of what you could use to stimulate the five senses, thus also making it actionable.
For example, sound, scene changes, crazy language, and other things. Speaking of crazy language, I use the word 'dumbass' because there's no better power word than a curse word.
Now, it kind of depends on if it fits with your brand or not, but you probably see a lot of people cuss in their videos, and it's usually the reason why.
Then after I say this part, I also add in a call to action before I give the payoff, which delays the payoff just a little bit more, and it's also an extension of value from the SE point.
So hey, if you want 20 other lazy ways to grab attention with the senses, just comment 'grab' below, and I'll DM it to you.
So you see that is an extension of value. This is where my ManyChat automation would come into play.
Then number three is content framing. So that's the third point of the video, and this is where I give them the third point.
My most valuable point was future pacing, which is also kind of meta. This is my last point, and right after I give my last point, I end the video with a loop, which is another small little retention hack.
I'm sure you know what a loop is, but if you don't, it's just when the video seamlessly loops to the beginning of the video, so it seems like it's just one giant video over and over again.
I end the video with a loop.
Okay, so a couple of different layers going on in this script, but everything that I've already covered in the scripting video so far.
One final thing that I wanted to cover was the hook again. So I said, 'This psychology hack makes people's caveman brains addicted to watching your videos.'
'Psychology hack' is a power word. 'Addicted' is a power word, and this speaks to relevancy because it's the desire of people wanting their videos watched for longer.
So this speaks to the relevancy side. Anyone who creates content wants their videos to be watched longer.
Then the final thing that I could do in this right here as a visual hook would be to just maybe change the scene or do a simple zoom or something else to be able to create that pattern interrupt to really make this a good hook.
So yeah, that is the script that I've written there. I hope that makes it a little bit easier for you to understand all the different moving parts of the HAVE PC framework all put together.
Alright, hope that helped! If you want to book a time to see how we can ideate, script, produce, and post your content completely done for you, as well as help you install our sales system—which I showed you a glimpse into during this video—so that it turns the views that your business gets into revenue, then click the link in the description below.
If not, that's cool too! I'd still love to thank you for watching. You're a legend!
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