Live workshop: Master scripting and hook writing

00:00 Hello everyone and welcome to this community workshop that we have for you today. And this one is on script and hook writing.

00:08 Oh, I meant to start it like this. You'll never believe what you're going to learn about script and hook writing today in this script and hook writing session.

00:16 Did I do a good job, George? You'll never believe what you're going to learn in this session.

00:23 So keep watching and you'll learn. um So.

00:27 These sessions are basically really hands-on community workshops where you as the audience are going to learn from a community member, in this case we have George here, about some

00:38 applicable skills that you can apply to your own shows, your own channels, whatever it is that you're working on. And so we're going to be, we have the live chat open if you're watching live.

00:48 We're also going to be sharing a lot of information here. So the first question I usually get during these sessions is whether or not it will be recorded.

00:55 And yes, we will be recording this. So you can just sit back, tune in, soak up all the information.

01:02 speaking of information, I would love for you all in the chat to sign off and let us know about yourselves, but also let us know if you are scripting in any way.

01:13 Are you scripting? Do you do bullet points for your videos? I want to know a bit more about your creative process.

01:20 And while you're telling us a little bit more about that, I'd love for you to learn a little bit more about our guest today.

01:27 So, George, feel free to introduce yourselves and tell everyone that's tuning in a little bit about who you are and some of your background in script and hook writing.

01:37 Awesome. Thank you so much. Yeah. Thank you for having me on and for everyone that's here. I appreciate you joining.

01:41 And I'm really excited to share uh really a kind of condensed version of everything that I have learned over the last four years, working behind the scenes for various different YouTubers as a script writer.

01:54 So I initially started working in this industry as a writer for Ali Abdaal. He hired four, I think four writers at the time.

02:02 And I was one of those four. when he had maybe 3 million subscribers um and now he's got like 6 million and he's still growing long past when I left.

02:10 But that was really an incredible introduction to this world and kind of the idea that there can be enormous creative teams behind the face that you see on camera.

02:20 And so I fell in love with that specialization and really focusing in on what is it about the words that you say that you can sort of use to psychologically keep people watching for longer.

02:33 um And I've sort of taken that skill. I've variously then worked for other creators in both the education and the entertainment niches.

02:39 And sort of for me, the biggest problem that I always found when it came to writing was the abundance of choices that you have at any given moment and how overwhelming it can feel.

02:51 And especially when it comes to the hook where you know, like, this is the moment where people decide to watch or not to watch.

02:56 um And for me, what I've been trying to do is figure out a process to stop that overthinking.

03:03 on one hand, because I think that unlocks a lot, and then just figure out, what are the actual core pieces of information that I need to include in my hook to keep people watching?

03:11 How do I structure a video to, once they get through the hook, then keep them engaged for the next 10 minutes, 15 minutes, half an hour, whatever it might be.

03:18 um So that's what I'm focused on, and that's what I'm gonna be sharing today. I'm really excited to be learning about all of this because there definitely is a psychology of how to keep people engaged, how to keep people watching.

03:30 And I know that there are a lot of creators that are watching, that are in the chat right now, they're going to be watching later, are basically that are creating longer form

03:38 content and then kind of wondering why they're not getting those views, why people aren't staying, why people aren't getting hooked from the beginning, what they can be doing to

03:48 keep people engaged and keep people watching, but also to hook them right in the beginning.

03:53 So um I think that there are a lot of really good tips that you have to lend to this community. So I'm really happy to have you joining.

04:02 And I know that you have um set up a presentation for us today to go through some of your top tips.

04:10 And so I want to definitely give you enough time for that.

04:13 And as we're going, feel free to leave some questions into the chat and I'll be monitoring that. So I'll ask you all your burning questions as we go through and a little bit at the end as well.

04:23 nice one, thank you Kendall. And yeah, thank you again, everyone else for any questions that may come forth. So let's get right into it.

04:30 This is Master your scripts and hooks, core principles for any niche. Now, the way that this is kind of framed is for me, how I think about optimizing a video for YouTube.

04:41 Appreciate that there'll be many of you in the call today who are sort of podcast first and trying to port that across.

04:46 Maybe it's that you are actually trying to go sort of all in on YouTube as a kind of separate discipline.

04:51 But these principles should hopefully be very helpful, kind of regardless of where you sit on that kind of scale.

04:59 But any questions about this, course, happy to take them and help you figure out how to apply this stuff specifically to what it is that you're doing.

05:06 So let's move on in. So the first thing we're gonna do, is really the first, I'd say half to two thirds of the session is gonna be about how to write a compelling hook without overthinking, as I said.

05:17 We're then also gonna talk about how to structure a YouTube script for higher retention more broadly, that is from start to finish.

05:23 And then we're also gonna talk a little bit about the idea of bullet points versus word for word scripting, when it makes more sense to do one over the other.

05:31 So these are really the simplest yet most important script writing principles that you can apply to your next script, your next podcast, whatever it might be. So.

05:38 in and say that saying these are the most simple but important script writing is also a hook in of itself. So I'm in.

05:46 You don't even know when you're doing it. It's so natural to you. It's beautiful. Thank you. You've really sort of raised my self-worth with that. That's cool.

05:54 um So we've talked a bit about this. You don't hear anymore. I've written scripts that have gotten some views.

06:01 I've worked with some interesting, cool people and I have a bunch of students who I teach. Some of this stuff that I'm gonna be teaching you today as well.

06:09 But let's move on to the... visualization that I think is really, really helpful at the outset of this. And it's how I, I want you to try and picture a YouTube script going forwards.

06:20 Whether it's one that you are like a YouTube video you're watching or it's a video that you're making yourself. So first of all, of course we have the thumbnail.

06:28 This does not really cover that at all. We're not talking about the packaging, but in any case, the thumbnail is part of this because that then obviously leads into the hook.

06:36 After the hook, we've then usually got a bunch of different segments as I call them.

06:40 And we're going to break down the specifics of what these segments might look like and how to try and structure these segments as best you can. But this is the best way of thinking about it.

06:49 uh Next, we might have a call to action in the middle. This could be a lead magnet or it could be a sponsored spot, if that's something that you've got in your show.

06:58 um And then we'll be back to segment three, segment four. There could be any number of segments, but for the sake of this diagram, this is roughly what it will look like.

07:06 And then at the end, we might have another call to action. ah So. In this session, we're gonna obviously start by talking about the hook.

07:13 One thing I wanna call out is we're not gonna talk about call to actions in this video, in this video. I was filming recently, can you tell?

07:19 In this session, just because that kind of requires its own conversation, it's a little bit beside the point for now. So we'll be talking about the hook and the segments.

07:28 But first of all, let's talk about hooks. So, and you can see then we'll move on to the segments. So this. answer this question.

07:36 This is really the most important thing. It's the question that a lot of people want to know. And the first step is brilliantly simple.

07:45 And it is simply to stop trying to write your hook.

07:47 This is the biggest problem that I found when logging on to, logging on, how old am I, to start writing a brand new script is you're faced with the blank page and the sort of

07:57 crushing realization that you know this is the most important thing and every word feels so important and you can write it and rewrite it and

08:05 kind of just lose that momentum from the off because you're sort of paralyzed by how important you the hook is.

08:11 So what I'm going to need to do going forwards when you start trying to figure out how to write your hook is to break it down into components of information that you already know.

08:21 And for the majority of you watching this, I would think this will be the applicable formula.

08:26 We're also gonna talk about what an entertainment based formula would look like, but I would think for most of you, this will be the most applicable one.

08:34 I like to break my hooks down into these three steps. First of all is the target. Who is your target audience?

08:41 If you haven't done a kind of deep dive on who your audience avatar might be, that's something I can't encourage you to do enough.

08:46 It was originally part of this presentation, um but it just, was, there's a lot to talk about there.

08:52 At the end of this presentation, I have a QR code where you can get my five day free email course that talks all about how to like nail your audience avatar.

08:59 But in any case, once you know a bit about your audience, that's the first important thing to focus on. Next is the transformation.

09:06 It's what are they gonna be, what are they gonna get from your video? What is the transformation they will receive by the end? And then ultimately is what's at stake as well.

09:15 So for them, if they don't achieve this transformation, what is it that they're gonna lose out on? So this is sort of like, I found it to be something of a magic trick.

09:25 When you sit down to write your hook, don't try and write your hook, just write down these three things. And all of a sudden you've got all this stuff on the page.

09:32 that is just stuff you know intuitively. You know stuff about your audience or at least you can find it out quite easily. You know what the video is gonna be about. You know what the podcast recording you just made was about.

09:41 And for your audience, like what is it that they stand to lose if they don't understand the information in that video? Just write that down as a series.

09:49 Sorry, Kendall. Yeah, yeah. cool exercise right now is if you'd want in the live chat, just drop in who is your target audience. Just get yourself thinking when you're going to be writing these hooks.

09:59 Anyway. love that. Yeah, because most people don't. I think it's a really, really good point. And even if this is the first moment that you guys are thinking about it, I think that will just help that overthinking going forwards.

10:07 um So like I said, this gets you 70 % of the way there. Just thinking of these things is already, suddenly you're past the blank page stage, which is the enemy of progress.

10:17 So in my case, this is who I'd be thinking about. So my target, it's YouTubers who have awesome concepts but bad scripts. They maybe feel overwhelmed by the idea of writing scripts.

10:25 They don't know the best practices. Their retention is bad and they don't know why. And the biggest fear is that the channel will not grow and they'll never make YouTube their career.

10:33 Maybe some of this sounds familiar to you. If so, you are my audience avatar and it's nice to meet you. Transformation, say in an example video that I might make would be...

10:42 My viewers will learn a systemized approach to script writing that makes their scripts more engaging and faster to write. This is kind of what we're doing in this session here today.

10:50 And they'll have go-to frameworks they can use if they feel uninspired or overwhelmed.

10:54 And what's at stake for them if writing doesn't become easier and videos keep underperforming, they'll probably give up and therefore their dream of going full-time on YouTube will collapse.

11:02 A little bit dramatic, but there we go. to just say that what I love about this target audience is not just like YouTubers who want to have a channel.

11:11 It's like what you're working in there and I think that it's important when you're doing this practice is the problems that they're facing. They may not know the best practices, their attention is bad.

11:19 So not just saying who the people are that are watching, but also getting more into your target audience of like, what are they struggling with? What are they not succeeding with?

11:28 What do they want to learn more about? I just think that that's a really great thing that's here, shown right here. Yeah, awesome, thank you.

11:34 You really can't go deep enough with this stuff and ah you can really sort of start to delve down into like, okay, so you might think your audience, what they're interested in is making more money, but like, why do they want more money?

11:45 Well, it's so that they can ah not work as much. Why do they not wanna work as much? Because they have kids and they wanna watch their kids grow up.

11:51 Like, you're not gonna put all of this stuff in the script per se, but it does help to think this stuff through and just have an idea of like, what is it that I'm trying to like draw out emotionally from my audience?

12:01 And this is all gonna be... relevant for your hook. So in my case, I've got all this stuff here.

12:08 And then what I wanna do is figure out, okay, what's the easiest way to transform that into my hook? Because sure, this is helpful, but we're not there yet. And there are kind of two ways that we can do this.

12:16 And the first is just a bit of experimentation. This is just trial and error. It's a little bit of practice as much as anything. But having this stuff already on the page really makes that easier.

12:25 So for me, having written this stuff, it was then much easier for me to write something like this. Writing YouTube scripts is hard.

12:31 There's a million choices to make, it takes flipping ages, and at the end, your retention still looks like this terrible retention graph. But I've seen what script writing can do for channels time after time.

12:39 do, do, do, do, amazing channel graphs. And the reason that most YouTubers give up on it is because they overlook the actual thing that turns script writing into a superpower.

12:48 So let's talk about what that is and how to use it to get retention graphs more like this. So your dream of going full-time on YouTube becomes a reality or something like that.

12:57 Now this, like obviously I can't prove the process because I wrote this beforehand, but coming up with something like this, I don't think I would have been able to do it if I

13:04 hadn't written down this stuff first because all of this kind of core information is then just about rewording it, sticking it together in different ways and just seeing what the flow feels like.

13:12 So um that's the first way of doing it. What you might also want to do is throw in some objection busting.

13:18 So if you can establish what it is, you establish that you know what your audience fears, you know what it is that they...

13:26 Maybe they've seen a video like this before and it hasn't worked for them. Maybe they don't think you're gonna respect their time, whatever it might be.

13:33 Calling that out in the hook and showing that like, see you, I understand this problem that you have, I understand what your reservations are, but I have found a way to overcome that.

13:41 I'm not gonna waste your time, let's get into it. So something like this. You wanna know ABC, but you're probably worried about XYZ, whatever those ABCs and XYZs are for you.

13:50 This is a really simple phrase that just reassures the audience that you're not gonna waste their time. If we're talking entertainment, it might be something like, I wanted to try ABC, so I actually hired an XYZ.

14:01 And now we're reassuring them that like, I'm actually gonna do the thing that I said I would um in the hook. So that's education stuff.

14:10 We'll just go through entertainment quickly as well, just because may as well in case this covers anyone in here. Very similar, but we switch it out.

14:16 We instead do character concept and stakes. Much more simple, honestly, than this one. It's like...

14:23 These are the characters, here's what we're doing in the video, here's what's at stake for our characters. So again, I've got an example of this here. ah You might think of like a horror video like this.

14:33 Friends going to a, with a passion for exploring, documenting abandoned places. They may not believe in the supernatural per se, but they are open to the possibility.

14:41 Here's the concept. And maybe I'll just let you sort of pause in the replay and read this bit because I'm not sure it's as relevant.

14:48 uh think that it is, especially for people who have guest shows.

14:54 maybe there are a lot of people that are in this community that have guests on their podcasts or channels.

15:02 so when... Sorry, I'm just laughing at Yahwae's comment. So we ah have a lot of people in the chat that have guests on their shows.

15:11 so there's definitely an educational aspect to a lot of the things that they're talking about.

15:17 But maybe this kind of framework could be applied to, hey, here's my guess, rather than this is what you're going to learn, this is kind of what we're going to be talking about, what we're exploring in this.

15:27 I like that. think that's a great point. maybe that's, this could, contrary to what I thought before, maybe this could be an applicable one.

15:35 Maybe the best thing to try is to do both and see how it feels.

15:39 And if it feels more natural, if you feel yourself naturally thinking like, I'm actually thinking of my guest as a character, or is it more about my target audience, the transformation we're offering in this conversation and what's at stake for them?

15:52 Yeah. Yeah, that's true.

15:54 um So anyway, these are the three sort of concept or components of this framework for an entertainment video.

16:02 And then that might turn into something like this. This is probably vastly off what some of you guys will be doing. But in any case, this hospital has been abandoned for 75 years, but it's rumored that its last ever patients still haunts the wards.

16:12 Cutaway, maybe a local explaining what they've heard at night. So we're spending the next 24 hours here.

16:18 We wanna understand its bizarre history, what the locals keep hearing at night and the shocking reason the hospital got shut down in the first place.

16:24 So once again, we're just converting this stuff here into a more condensed hook. I actually think that it's not that far off of what people would be doing.

16:33 So like, I'm just doing this live. like, our next guest had this happen to them, or they've been doing X for this many years.

16:44 And then, so I talked with them about the bizarre way that they got into this by the uh unexpected takeaways that they've had.

16:56 Mmm. kind of be how you take this entertainment example and put it into like an interview maybe. I love that. I'm going to stop resisting it.

17:04 keep on I'm determined to say this isn't relevant to you. But it seems like it actually could be. Yeah. No, that's great. That's good to know.

17:11 um like a hero's journey, Alison wrote in the chat for anyone who's kind of familiar with those types of storytelling examples.

17:23 without, guess we could talk about that even more in the Q &A, but like, that's something I also get asked a lot is do you think in terms of these more traditional storytelling frameworks?

17:30 And honestly, I never have for an actual YouTube video, only because I think that can lead to overthinking for me a little bit where I'm like, okay, so they've gone on their journey and they meet their mentor.

17:40 And then it's like trying to plug in those aspects of ah the story you have um into a framework like that that has eight steps or 10 steps or whatever it is.

17:50 For me, that can lead to a little bit of overthinking, which is why the frameworks that I use in here are usually like basically three kind of, you just keeps it a little bit more simple.

17:59 But I do agree. I think they broadly could follow more traditional storytelling frameworks as well.

18:06 Okay, so this is really the key here. Write the components first, then transform it into a written hook.

18:14 Like I said, experimentation, trial and error, practice, that's one way to do it, but...

18:18 There is also a slightly easier, more cheaty AI way to do it, which is my free um AI hook writer called Script Hook.

18:25 um I've got links to all the stuff that I mentioned at the end, by the way, and maybe this can, I don't know, go in the show notes or something, but this is a free GPT that I made like a year ago.

18:36 It's been used to write over 5,000 hooks, I was amazed to discover, um and you basically give it the components that you've come up with m and it will turn it into a hook.

18:47 for you. awesome, awesome. Thank you, Kendall. I appreciate that. So give that a try.

18:53 I would say again, that probably gets you to like a 70, 80 % usable hook, little tweaks needed still.

18:58 And thank goodness that we're not completely redundant at this point, but that is another way to just get past that overthinking.

19:07 So let's talk about how to improve that hook. So it's all well and good saying, just kind of experiment and like write the hook based on these components.

19:14 But what are the things that we wanna look out for to still kind of chip away from the hook to make sure that we're left with just the diamond that we actually want to convince our audience to keep watching.

19:26 And there are really three things that I've seen over and over again. I run a script writing community ah with 200 ish students and they share hooks in progress, probably most commonly.

19:37 And we did a kind of deep dive into the problems that would come up over and over and over again. And it's really these three things.

19:44 So once you've got your hook initially, these are the things I want you to start looking out for. just going to take this moment to quickly plug our creator community, which I'll also put in the chat.

19:53 Sorry, I had to. No, of course. Hey, you wouldn't be doing your job if you didn't. That's awesome.

19:58 Yes, so before we get into what the three things are, I wanna talk about this concept called critical versus beneficial information.

20:05 This is a concept that I stole from Made to Stick by Chip and Dan someone or another, Heath, Chip and Dan Heath maybe, in any case.

20:14 Very useful concept. This book that they wrote is not about YouTube, but this psychological principle is.

20:21 So critical information is something that's highly likely to convince that target viewer that we've called out to keep watching. It's usually gonna be related to the video's core concept or again, what's at stake for the viewer.

20:31 um So that's critical information, kind of does what it says on the tin.

20:35 Beneficial information is something that can often look like critical information, but when you dig down a little more, you realize that it's actually ah distracting.

20:45 It's a bit of fluff that isn't what's actually gonna keep the viewer watching.

20:49 um So yeah, the viewer will find it interesting, but they don't need it to understand the video's core concept or to actually watch the video.

20:56 And we are gonna break down specific examples of what this looks like so you can learn to identify it. Because your hook should only contain critical information.

21:04 Anything that is beneficial only is great for other parts of the video, but not for the hook.

21:11 So the first type of beneficial information that you need to look out for that we wanna trim from the hook. This is an example of a...

21:19 bit of a hook that contains beneficial information. I'm gonna show you what it is afterwards. Something like this.

21:24 I'll show you the bench press strategy that will help you increase your one rep max by 10 kilos per month every month without injuring yourself.

21:30 It's all about finding the right balance between loading more weight, eating properly, and making sure you're sleeping well enough.

21:37 Now at a glance, that may feel like a perfectly reasonable end of a hook. Maybe that's like the final paragraph or something.

21:44 However, when it's rewritten with the beneficial information removed, basically you just lose this second sentence.

21:51 So you're left with only, I'll show you the bench press strategy that will help you increase your one rep max by 10 kilos per month every month without injuring yourself, which is an insane claim by the way.

22:00 If someone says that in a YouTube video, they're probably lying because that's ridiculous. But in any case, this final bit here, while it may look like perfectly reasonable information to include ah is not critical information.

22:11 I'm gonna explain why.

22:13 This thing here where we say, It's all about finding the right balance between loading more weight, eating properly, and making sure you're sleeping well enough. This is not necessary to understand the video's core concept.

22:22 It doesn't alter the promise of the video. Instead, it goes into detail about the process. And those are the two words that I kind of want to make you really think about is promise or process.

22:32 What we're saying in the hook should only talk about the promise. That's all I need to be invested. I need to feel like, interesting. That's what I'm going to learn in this video.

22:40 I don't need specific details on what that process will look like necessarily. So keep an out for that. That is the first piece of beneficial information.

22:48 It's literally just too much information. And so just always keep in mind, promise, process. You want the promise, not the process.

22:55 That is so interesting. That's a really cool way to look at it. And like, I totally understand this.

23:02 I also, I think that especially like doing interviews or things like that, it also encourages, that's exactly what it does, it encourages people to keep listening because they want to get that information.

23:15 So you're not front loading them. I think that a lot of the time people are like, okay, to hook them, I'm gonna give all of this information because then they're gonna want to hear about that thing that I just said.

23:24 Mm-hmm. giving less information, it totally makes sense that that would make people continue to listen.

23:30 So mind blowing, also like one of those things that you're like, wow, obviously, but also not so obvious, you know?

23:39 Yeah, no, totally. And I think one thing to, there's a distinction here where one really common thing, especially at the end of a podcast intro is that you might have something like in, so

23:49 you've got your hook kind of upfront and then you'll finalize it by saying something like, so in this video we talk about bullet point, bullet point, bullet point, and like kind of name three overarching themes of the conversation.

24:01 And that's totally fine. Like that is not going into the process. Those are essentially three different promises.

24:06 So in this example, it could be something like, we'll talk about how to increase your one rep max, um how to avoid getting injured in the gym and how to, something else like that,

24:19 where like we're just giving three specific promises, but we don't wanna say by maximizing how much sleep we're getting, adjusting our diet and blah, blah, blah, blah.

24:27 Like that's where it starts to tip over into process, not promise. Okay, so moving swiftly on the second piece of beneficial information we want to look out for and delete.

24:37 I'm curious to get your thoughts in the chat. And in fact, I haven't got the, there's the chat. There we are. If we imagine the same video again, I'm curious what your thoughts are based on these three bits of credibility.

24:47 Which of these credibility statements would you say is the one that you should use in a video that say about getting better at the gym?

24:57 So we've got one. Yes, love that, love that. So A is you're gym instructor with over 20 years of experience and 500 plus happy clients.

25:05 B is that you've competed in yearly weightlifting competitions. And C is that you've read over 200 books on the science of weightlifting. A, A, A, interesting.

25:13 Everyone loves A. A, uh C. A. I'm gonna give a reason why, only because that's your profession.

25:21 And then also the 500 plus happy clients, for me it's just a testimonial point. That's why I'd think A. I love it.

25:29 I love it. I think that sounds completely reasonable. None. Interesting. I'll go with B. Love B. Okay. So predominantly A, B's coming up probably in second place.

25:38 C, not very much. At this point, I have to admit that I sort of uh was just being a bit of an annoying person and I nearly swore then, blimey.

25:50 And I've sort of tricked you because the problem is,

25:54 Any of these could be, there was already disagreement in the chat about which one was the best, but what is important here is not what you say, it's about how many times you say things like this.

26:04 So I agree, probably on balance A is the most relevant, I think C talking about how many books you've read about weightlifting, probably not as relevant.

26:10 But what I see more often than anything else is people basically thinking like, what is my entire resume about this subject and how the hell can I throw it down my audience's throat in the first 20 seconds?

26:22 And what we see regularly when this happens is that the more types of credibility you try and throw into the hook, the more people start to drop off because very infrequently will you need to say

26:33 more than one thing that proves your credibility in the hook to get people over that line of trust to make them think, okay, I trust this person, I'm gonna keep watching.

26:42 So like I say, A, yes, probably on balance the best, but what you don't wanna do is say all of them.

26:47 You wanna think what is the most relevant piece of credibility to this particular topic, say?

26:53 uh In the case of literally like how to do weightlifting safely, it probably would be ah this one where you've got 20 years of experience.

27:00 But if it was on something on the science of weightlifting, it might be more relevant to say you've read over 200 books versus you're a gym instructor with all this ah experience.

27:10 I totally see this on TikToks or anything when I'm watching people and they're like, and I've helped 500 clients get this, and then they keep moving on.

27:18 I'm still watching. But if suddenly I feel like they're reading their resume to me, I'm like, OK, kind of keep scrolling. yeah, exactly, exactly.

27:25 And it's fun because you also, it's not just your credibility statement that's gonna be convincing people to watch. You've also done the upfront work of calling out, uh say the stakes.

27:34 And so the audience feels like, yeah, no, that is a thing that I'm scared of or worried about. um Yeah, like totally, right? I found myself saying, okay, okay, we get it.

27:41 Yes, that's exactly the response we don't want to evoke. Yeah, yeah, please.

27:48 said, do you even need to say anything about credibility on a video? Couldn't you just put the credentials in a text banner? It's a great, a really good question. And yeah, I think it really depends on the scenario.

27:57 think some like other YouTubers that I've worked with and other strategists will say that you should always put it in.

28:02 I in the past have said that I don't think it's always necessary, but I think it can depend on the scenario.

28:08 But in terms of breaking that rule in your head, yeah, I think it's totally reasonable that some occasions you may not need to, because again, you've done that objection busting.

28:16 You've shown that you understand the transformation they desire. Sometimes for me, like, I don't actually care if you've written a book about this subject because I feel like you've seen me by the words that you've already said.

28:26 You've shown you understand me and what I want. um So that's a nice little extra, but any more than one piece of credibility, I think it's probably, yeah, best avoided.

28:37 And that is the second piece of beneficial information. How are we doing for time? Okay, we should be fine. We should be fine. So let's move on to the third piece of beneficial information.

28:45 um This is a hook extract from a not a real video, but from the type of video that I have seen in the past where people think they're being super clever when they say something like this.

28:55 Increasing your one rep max, my goodness, increasing your one rep max is just like growing a healthy plant. You have to nurture it on a consistent basis over a long period of time.

29:04 And while forgetting to nourish a plant once or twice won't kill it, it will prevent it from achieving the level of growth you were expecting over the next 12 months.

29:10 eh I'm kinda like, okay, I think I get what you're going for. It's like a metaphor about growth and yeah, but just shut up, just get on with it.

29:18 uh For me, this is close to being a reasonable thing to do, but not quite. It's just, it comes across as a little bit annoying.

29:26 So metaphors are a perfectly valid tool when you're talking on YouTube, but they are better to explain a specific and more complex idea later on in the video or to teach the overall video in a more memorable way.

29:40 But like we said, they're not critical to understanding what the video's concept is or convincing me to watch. So like I say here, in 99 % of cases, introduce your metaphor after the hook.

29:51 If you're using a metaphor in your video, don't kind of throw it into the hook because that can muddy the waters a little bit. And that is it.

29:58 Beneficial information number three, annoying metaphor, thinking you're being clever when actually all you wanna be is clear. I love that.

30:06 Yahweh says, if you need a metaphor to explain your hook, you've already lost. 100%, love it. I might steal that exact phrase and put that on this presentation.

30:13 That's great. Okay, whoa, there's a lot of text on this one. By me, even I'm taking it back.

30:21 Okay, so this is just about how to physically move that information from your hook elsewhere.

30:26 If you feel like you've put it in the hook and you've kind of done the upfront effort of writing any of these things, ah you don't necessarily have to delete it. They might have a place later in the script.

30:34 So ah too much detail, like we said, that can go into... a setup for a segment that comes later.

30:41 We're gonna talk in more detail about setups, but something like the heavier weights thing. We might begin a segment of our video by saying, now lifting heavier weights is actually the byproduct of three incredibly important factors.

30:51 So let's talk about how to optimize the first, sleep. So now we're going into the process, but we're just calling out the first part of the process as we move into the actual video.

31:00 Additional credibility, you can spread that throughout your script. It's not a problem to use more of it. It's just we don't wanna throw the kitchen sink at them in the hook.

31:07 It's perfectly reasonable later on to say something like, so now you know how to optimize your sleep. Let's talk about the second factor, diet, starting with a lesson I learned when training for the world championships.

31:15 You're of subtly indicating your credibility without throwing it into the hook.

31:20 And then metaphors, like I said, either use it after the hook to set up the overall kind of memorable way you want to teach the video or use it to explain a really complex topic in just one segment.

31:31 ah Okay, so that is...

31:35 All I wanna talk about hook wise for now, that is, I think the most lever uh or those will give you the biggest leverage, let's say, the kind of the most worthwhile things to focus

31:46 on when writing a hook is that three step uh formula, which we talked about target transformation stakes or character concept stakes, combining that yourself with a bit of experimentation or using script hook, which is a free GPT.

31:59 And then looking out for those three types of uh beneficial information and making sure that you don't have them in the hook. So, shall we continue on for now, Ken?

32:09 Or did you have any points that you wanted to raise? on for now. If you have any questions about hook writing, feel free to leave them in the chat.

32:16 We will get to them after this section or the next section. Let's see. Yeah, ah I want to make sure that we get to everything.

32:25 So let's keep on keeping on. Cool, cool, cool, let's do it. So we're back to this diagram again. We've talked about hooks.

32:31 Now let's talk about how to structure the rest of the video specifically in terms of your individual segments that you might have throughout your video.

32:38 So again, if you have any specific questions about how this exactly applies to what it is that you're doing, say with your podcast, of course, let me know and we can talk about that.

32:45 eh But this is how I would think about pretty much any video on YouTube in terms of that psychology and keeping people watching.

32:52 I want to just quickly cut in here and say that I think that a problem, an issue that people seem to have when they're, let's say, podcasting.

33:01 So like, okay, I edited my podcast. putting, like, as I would my audio, I'm putting it on YouTube.

33:07 And I'm not seeing that kind of translate into numbers, into views.

33:14 So what I would say is that this is a great time to take away some of the things that we're talking about here.

33:21 because I think that there are ways that you can introduce different sections of, let's say, your interview so that you keep the listener listening.

33:30 For example, I was listening to Grow This Show a couple of weeks ago, and they would have an interview style, and then Kevin, the host, would cut in and say, for the next...

33:40 Then I wanted to ask them about this and that, and they told me a little bit about this, but this is what they had to say about XYZ.

33:48 And it was such an interesting way of keeping me listening and watching.

33:53 So this could be a really great way that you edit one way for audio, but then for the video, if you want to be catering your videos more to YouTube without going full, I'm

34:04 making a completely other video, using some of these tips is a really great way to keep people watching a long form discussion conversation.

34:12 100%, 100%, yeah, I think that's totally right. And I think that will be quite relevant in what we're gonna talk about in just a moment as well, in terms of how I'm breaking down these individual segments.

34:23 Okay, so just as a basic point, looking at what these segments could look like in different kinds of niche, we might have a listicle video like this, where it's just the

34:32 first segment is point number one, the second segment is point number two, et cetera, et cetera, et cetera. It might be that it's broken down into different topics.

34:40 So this would probably be more for the, know, the podcasters among you ah that say in this Mr. Who's the Boss video first, he's talking about expectations of a new iPad.

34:49 And then it's the second segment spending day one with it. Segment three, the positives, segment four, the negatives, et cetera, et cetera.

34:56 This might be the different topics of conversation that have come up in your conversations. um So that's what we wanna talk about.

35:04 But how do we actually structure an individual segment? This is really the key thing. And if you learn this, you can basically replicate this across the entire video and ah give yourself a better chance at keeping people watching.

35:17 So each segment, I think of it as broken down into these three, once again, rule of three, nice and simple, not too overwhelming, three distinct phases.

35:25 And Kendall, you've kind of touched on basically what this first one is gonna be, certainly in terms of how to apply this to a podcasting type of framework.

35:34 So let's break it down. Once again, we're back to Mr. Who's the Boss. In his video here, he's talking about uh bizarre Kickstarter campaigns that he funded for like weird tech products.

35:46 And now he's finally received those products and he's reviewing them. So in his first phase of segment one, here's what he says, keying things off with the very cheapest one, the Roll Order.

35:55 And I can't actually believe I backed this product. Like what is he doing here? He's setting up the segment.

36:01 uh In much the way that you just described Kendall, this would be the moment where potentially in post you voice over a little like, so in this, in the next part of the

36:09 conversation, we talked about this and I really wanted to know what she thought about XYZ. We've set up the segment, now the audience knows what to expect.

36:17 This middle section here, which is the longest kind of phase, shall we say, ah he did something like this.

36:23 So he basically talks about the story of how he backed this particular product. He hadn't received it initially, then found out the company was selling on Amazon.

36:32 So what he's doing here is basically revealing details gradually setting the scene, but meanwhile we're still wondering is the product any good?

36:38 And this is really key here is throughout this whole middle phase, we wanna still be wondering at the thing that we set up in the first part here.

36:46 um Then ultimately, as I should say, yeah, this is what I call the tension part.

36:51 This will be for you the majority of those conversational moments where we kind of, you you've asked your guests, whatever it is you've asked them.

37:00 They're gradually layering in more details, but we don't yet know their final thought on whatever the topic might be.

37:07 And then finally, in this part here, he finishes by saying, fundamentally, products like this have already been made by other companies, and I think they've done it better.

37:15 So effectively, all he's doing here is paying off what he set up at the start. He's giving his opinion on it, um and that is all we need to know.

37:23 That's what we've been waiting around for. What does he think about this? He ends by telling us. So this is how I think about every single segment, set up tension payoff, set up tension payoff.

37:32 And really all you need to do is repeat this across the entire process of your video.

37:37 And at its core, that is the most important thing that I can give you beyond the hook is thinking in these kinds of cycles.

37:45 And in a standard YouTube video, if we're pushing towards that kind of thing, we wanna do this every one to two minutes.

37:51 Obviously in a podcast conversation, it might be a little bit longer than that depending on how long the topics are. But that is how I would think about structuring uh each video.

38:00 Wow, that's one to two minutes. great. It's crazy because then it keeps you watching because then you're like, okay, done with that topic.

38:08 Instead of clicking out, you're like, now I have the setup for another one. It's really interesting to see it that way. Yeah, yeah, for sure.

38:16 So another example of this is the video I worked on with a client of mine. We begin by saying now the second foundational tool, this is a video I should say about different types of software.

38:25 The second foundational tool is one that will keep your business more secure. So again, in that setup, we want to make sure we are, blimey, my ISO needs to go up.

38:32 The sun has gone in here in the UK. Okay, hopefully that is, you can see me again. I don't know how long I've been in complete darkness, but I'm back.

38:41 Hello.

38:43 So in that setup, this part that I've highlighted in red here, especially if you are doing this thing we talked about where you might record an extra kind of setup afterwards um to

38:53 introduce the topic that's coming up, we wanna think always based on what I know about my audience, what is it that I can say about this next conversational topic that's gonna get them hooked in?

39:03 What is it that they're curious about or that they were curious about when they clicked this video as a whole?

39:08 And what do I know about their attributes, their psychographics that I can really pull on with these setup lines like this.

39:16 And then the tension, we were just describing like the wrong ways people use password managers in this case, and the possible negative outcomes.

39:24 And then finally the payoff is what their recommendation was.

39:27 um So once you start viewing your entire video like this as really just this continuous cycle of setup tension payoff, setup tension payoff, that's just proved invaluable for me in terms of how I think about my scripts.

39:42 But the most common mistake, now this comes, you know what? I keep on debating about this one.

39:49 I'm gonna give the example in case if this doesn't directly apply to your podcast then, what is it? This is not for thumbnails. This is gonna be specific.

39:57 it's a question we get, we talk about all the time in the community. Okay, interesting. We can talk about that as well, if you'd like.

40:03 Now, this is really about getting this format wrong, just to show you what it looks like when people do set up tension payoff in the wrong order.

40:10 um This is not a real thumbnail. This is one of Ten's thumbnail generator that made this.

40:15 But this is a recent obsession of mine, or I should say it's a recent obsession of his, where for some reason, Ali Abdaal is obsessed with owning a bin.

40:24 And I think he thinks that is the most interesting and revolutionary thing. that anyone's ever heard of because he mentions it a lot. And it's really weird.

40:32 No one can explain it. It's something in the water. I don't know, but he won't stop mentioning it. So. He owns a trash can? that he owns it.

40:40 not even, I wish I could explain it in a way that was more complex, but it's, it regularly makes his list of like most productivity boosting purchases is owning a Got to take that up with him, not me.

40:56 it's like, anyway, you know what? I won't go on about it. This is in all my presentations, by the way, Ali Abdaal's bin is like, is a thing that I'm trying to get to go viral.

41:06 Yeah. I'll just rub it up on you. it. Yeah, I can't believe it, but it's happened.

41:09 But in any case, this is a real extract from a script of his that eh he delivered, not a script that I wrote, I hasten to add, but I want to show you what this looks like when this can go wrong and how to correct it.

41:21 So this was a listicle about cheap productivity boosting purchases. And he said, ah this is how it went.

41:29 And I'm trying my best to label what he's saying in terms of set up tension payoff, but you'll see how it doesn't quite flow in the right So he says, number three is something I swear by and it's having a cheap dustbin in every single room.

41:41 So effectively he's given the payoff there. So I have one in this room, in the bathroom, in my bedroom, there's one in the kitchen, there's one in living room.

41:48 Here I'm like, I mean, I guess it's kind of tension, sort of.

41:52 And the great thing about a cheap five to $10 bin is I'm not making this up, is that it means you can chuck stuff without having to go to a room that has a bin in it.

42:02 So he's still going, super, super time-saving. who knows what we're gonna label that. The point here is that he's done the setup and he's done the payoff within seconds.

42:11 And then he's just talking about the subject with no clear direction for like, what is it that I'm actually gonna be learning in the rest of this segment here?

42:19 So you never wanna give your payoff at the start.

42:21 And this was where it might come down to once you've recorded your conversation, it might be going back and thinking, even though I'd planned to have a conversation that followed

42:29 XYZ talking points, we actually kind of went off and ended up talking about something else, which was unexpected to me.

42:35 Maybe we did a deep dive on something that I didn't expect to last more than five seconds.

42:39 And so it might become necessary to break the podcast up in a slightly different way than you had originally planned, where you're writing a setup for something that you didn't necessarily expect was gonna be there at the start.

42:51 What you don't wanna do is say, have a moment where you ask your guests something, they answer it immediately, and then you kind of just like play out a bunch more of the conversation about that same topic without any...

43:03 promise of a payoff that's coming up. Because that, especially on YouTube, that's where people are probably like watching rather than just listening.

43:10 It's not as easy for them to just like listen to it in the background and get on with something else.

43:14 If you set something up and pay it off immediately and then just talk about it, that is the number one place apart from in the hook where people will lose interest.

43:23 um would you, if I could take you back to that slide with the dustbin, what would you change?

43:31 Like if you, I mean, know I'm putting it on the spot here, but like, how would you structure this? What a fascinating question. And you know what?

43:38 You're not putting me on the spot because I did that. uh And I will show you, we didn't even plan that, my goodness. uh Yeah.

43:48 So this is the way that I would have done this. And keeping in mind now, we've got our setup phase, our attention phase and our payoff phase. Now this is obviously all still insane.

43:56 We're talking about why owning a bin is good. But let's assume we're in a world where we have to do that. This is how we might structure it.

44:04 Next, let's talk about one of the biggest productivity killers that everyone suffers from, but nobody talks about. Now, whether we've just got old piles of paper lying around on our desks or even just a banana skin, we're too lazy to go to the kitchen and throw away.

44:14 It's super easy to end up with a messy desk when we're busy. So here we're like, we're calling out, hey, like you recognize yourself in this, right? This is something that happens to all of us.

44:23 The huge problem this causes for our productivity is insert productivity fact about having a messy workspace. I think there are studies on this about how the sort of cleanliness of your workspace.

44:32 can affect how easy it for you to concentrate. I don't know what the facts would be there. I would leave that to Ali, but in any case, we would do that.

44:39 And then we'd finish by saying, and that's why item number three on the list is having a rubbish bin in every single room.

44:45 It'll save you time, make each room tidier, and stop your productivity from halving or whatever the truth of the matter is.

44:51 But can you see how much more powerful that is, although we're still talking about a bin, than...

44:58 just saying upfront, you should own a bin and then waxing lyrical about how cool bins are. Do know what I mean? Yeah. Okay.

45:05 So that's the example kind of in progress, but this is really what I want you to think about every single segment, tease the mini payoff that's coming up in a way that will

45:13 excite your audience, gradually reveal information during the buildup, either through story, as will be the case with a lot of you, data or metaphor, if it's necessary.

45:22 And then the payoff is that we deliver the answer to this setup that we set up at the start.

45:28 But like I've said, and I'm just coming back to this point, this is the moment we want to avoid elongating.

45:33 We don't want any time or really as little time as possible between when we've paid something off and when the next setup happens.

45:40 So if in your conversation you've noticed that the guests, obviously they're like free flowing conversation, you can't demand they say things in a certain order, but let's say

45:49 they give a payoff ah that you've identified and they, that was the moment my audience would be curious about, but then go on and kind of ramble for the next couple of minutes.

45:57 You have different options there. think of this when I'm running my own podcast. Sometimes we'll just chop bits out entirely because it's like, we kind of made the point there.

46:05 And I think now the audience is going to wonder what's coming up next. Or it might be the case that you can slice that bit out and just move it a bit earlier if that kind of works in the flow of the conversation.

46:15 So really, really here, we want to make sure we don't delay between the payoff and the setup. Now, in terms of time, I appreciate we've kind of gone into what might have been the Q &A bit.

46:26 What do you think would be more valuable here, Kendall, going into the bullet point word for word debate, or should we maybe skip this for now and move on to the Q &A?

46:35 Let me know in the chat what you all think. so far, I think it seems to me that people are really getting a lot out of this presentation.

46:43 I would say we can keep going. But let me know in the chat if you want to stop to ask a question. yeah, people are saying continue, bullet point, word for word.

46:52 Let me know what you actually, I want to do a little vote. So bullet points, word for word.

46:58 uh Let's see what people are thinking in the chat. What are you doing? think we're seeing. keep going.

47:06 So you've got the green light to keep going. killed the bullet points. I guess, sorry, I'm just, I'm enjoying these. Okay, cool. Onward. Love it. All right. Well, thank you.

47:14 I'll take that as a vote of confidence. um Okay.

47:17 So of course, again, in the context of podcasts here, we're not going to be ah scripting what you and your guests have to say, but this is about the general um wider debate about this, when it might be relevant for you to do one or the other.

47:31 So let's talk about it. All right. So the way I think of scripting is in terms of a kind of level system where Level one effectively involves almost no scripting at all.

47:43 Level two is, as you might imagine, somewhere in the middle, and then level three is a fully word-for-word script. This is probably not gonna be super relevant to you guys here.

47:51 Although I keep saying that about things and then it turns out I'm wrong. But in any case, so level one scripting is where we're thinking of the payoffs only.

47:59 ah So this is a video that I was writing about script writing. In this case, I might literally, when I'm scripting it out, think, okay, segment one, the payoff is gonna be this.

48:09 To get faster at script writing, the viewer needs a system. That's the point that I'm gonna build up to and pay off with that.

48:14 Segment two um is that people need to start engaging their YouTube brain when watching other content as a means of kind of analyzing things.

48:22 So I'm thinking only in terms of those key beats, those payoffs that I get throughout the script and visualizing my script as such, using this as my kind of skeleton.

48:31 And then I'm just hitting record after that and I'm riffing my way around. um There it is, right, payoffs and then record.

48:39 Level two is somewhere in between. So this is probably where I think a lot of you will, uh might land where you're write your payoffs or the guests might provide those payoffs by what answers they give.

48:51 You're gonna script your setups like we've talked about. This is really easy for you to do in post. It allows you to control that structure a little bit more.

48:58 uh And then the tension segment is gonna be in bullet points, something like this. So again, this is a more classic YouTube script and this is...

49:07 really how I tend to write where I'll go through, I literally write all my payoffs first, then I go through again, I write all the setups for those segments, and then I'll give some rough bullet points that kind of get me from A to B.

49:18 You might even be doing this pre-conversation if you're running a podcast. It might be that you think, okay, this is ultimately the topic we wanna talk about, the payoff we wanna get to.

49:26 I'm gonna voiceover this setup afterwards, but here are the approximate bullet points that I wanna hit in this conversation, building up to that final payoff.

49:35 But. However you do it, this level is very, very sustainable. It's how I like to write scripts.

49:43 So you write payoffs, write your setups, and then bullet point from setup to payoff.

49:47 Level three, 100 % word for word scripted, do exactly the same process again, but this time you're just expanding your tension bullet points into full sentences.

49:57 This is where you can use a little bit of AI to help again. It's what I will sometimes do. I have a style guide. It's like a 10 page PDF based on things that I've written in the past.

50:05 and I might feed it my bullet points and tell it to expand them using my kind of style, which is sometimes good, sometimes not, ah but that's an option certainly.

50:17 And this is where you might also be thinking about B-roll. So again, some of this might come in the edit for you guys as well.

50:22 If you've got the final podcast, maybe the guest is referencing a book they've written or something else.

50:29 And it might be that you're very proactively thinking like, okay, when they mentioned this, we wanna have B-roll of X, Y, Z. so that you can give that to your editor and make their life a little bit easier.

50:38 um You can also comment right in your Riverside transcript and write that you'd like to add some B-roll there.

50:48 Or, a little pro tip, you can highlight the part of the transcript, and then when you click video overlay, can highlight, press the add button, do video.

50:57 It'll automatically suggest stock B-roll based on the text that you've highlighted. So there's a pro tip. That is fantastic.

51:05 I love that. Okay. This is not even a plug, but that is cool. That's fantastic. Yeah. Okay.

51:13 Cool. For me, I just think it sounds cool. That's really, really awesome. Yeah. I love that. Okay. So one final thing to say, this is again, we'll see how relevant it is.

51:21 If you don't have a teleprompter and you're doing ah word for word stuff, probably stop doing word for word stuff.

51:29 This is the difference between me without a teleprompter, sort of like reading a chunk of what I had to say and then trying to remember it then looking at the camera, trying to deliver it before I forget it.

51:37 Then I forget it and then I have to look again and I just sort of rinse and repeat that until I was stressed and annoyed and you can see it in my face.

51:45 Whereas with a prompter, I seem to have no teeth, but at the very least I'm looking at the camera and I'm feeling relaxed.

51:52 This is just something I've found more recently since starting to record more of my own stuff.

51:56 If you don't have a teleprompter, Word for word scripting is probably not super relevant, because I think you're wasting that little extra time getting up to a word for word point.

52:05 um or use Riverside's built-in teleprompter. Well, there you go. Of course, of course. um That's it.

52:12 ah This is working really well. All of these moments that we haven't even pre-planned and it's like we did. It is. um Okay, cool.

52:21 So yeah, that's the kind of summary there. Level one, level two, level three is about finding the level that works for you. you all, if you go back to that slide, what are you all doing? Would love to hear in the chat.

52:30 Are you level one, level two, level three? Kind of a mix maybe, depending on what you're doing. Hmm. Yeah, ah that's always interesting.

52:39 Level one, level one, level two, that's probably the most common. I think that's it.

52:43 I have um this kind of graph, which I think I must have cut from this presentation, which kind of shows the trade-off between how sustainable or how long it takes to write the script and how much easier filming becomes as a result of what you're doing.

52:58 And it's like initially, the more effort you put into scripting out and thinking about the structure, it becomes...

53:02 ah like significantly easier to film like when you put that upfront thought in.

53:07 But then as you come towards level three scripting and you're really kind of tweaking every word really finely and you're spending that extra time there, that benefit you get

53:16 on filming day can kind of taper off a little bit ah just because it's, know, and it's finding that sweet spot somewhere in the middle where you can sustainably think about the

53:25 structure, plan out the scripts to a certain degree without it becoming such an obsession that then you're not able to film as regularly as you would like.

53:33 So there's my thoughts there. Very interesting to see. Seems like it's mostly ones and twos. One and three from Christina, two, two, two.

53:43 think this is, yeah, 2.5 from Ammar is great. Like I think that's also a thing that I see people in my community saying, oh, this is kind of a level 2.5.

53:52 I think that's good. Word saying, by the way, script the hook word for word, regardless, in my opinion, no matter which level you're writing at, that is the most important bit.

54:01 I think we covered that fairly well. Um, yeah. also, mean, of course, but I'm just gonna plug this, do the hook and the intro.

54:11 My pro tip is if you're gonna do like, if you're doing it for an interview, do it after you record, listen to the whole thing, hear what like, you really feel like is the biggest

54:19 takeaway from it, what peaks, think about like, what peaks somebody's curiosity. And that's the feeling that I think that you want to chase.

54:28 Correct me if I'm wrong on that. 100%, yeah, absolutely. I rarely write my hooks upfront.

54:34 Even in your case, like I agree when you're having a conversation, you don't know what's gonna come up. But even in my case, when I'm scripting out a video completely, I don't know where my brain will go with it.

54:44 And I might discover something as I'm writing that I'm like, that is actually the best point I couldn't have thought of until I started writing.

54:51 And then that ends up making its way into the hook. So yeah, completely agreed. But that is it, that is me. That is me smiling at the sun.

54:59 I need to take some more pictures, my word. Yes, exactly.

55:04 ah Okay, so one thing to say before we come to the questions is I mentioned at the start about audience avatar and we were just, we've spoken about that throughout.

55:14 This idea of knowing who your audience is, what it is you're gonna throw into the hook to really get their interest. ah You can go to this link here.

55:21 It's a free five-day email course where I talk about uh exactly how to... better understand your audience.

55:26 Because those bullet points I showed at the start were like my five things that I knew about my audience. That is still quite surface level.

55:33 You can go really deep with this stuff and it just, helps the whole process from idea selection all the way through to execution and posting.

55:41 So you can grab that there. um One final, final, final thing. Things we mentioned in this conversation, Script Hook is my free AI hook writer.

55:51 I think somebody asked about doing a demonstration, which I can if we have time, I appreciate I've overrun a little bit here.

55:56 And then more generally, this is part of my overall script writing system, which is again, georgebutton.link slash YGSP.

56:04 Thank you guys. Bye bye. is me smiling at the sun.

56:08 I need