Latest / Massive Agent Podcast / Fix Your Hook to 10X Your Views Overnight

Transcript

Fix Your Hook to 10X Your Views Overnight · Massive Agent Podcast

• 0:00
  SPEAKER_00: The difference between a video that gets 200 views and 50,000 views almost never comes down to production quality or your knowledge.
• 0:08
  SPEAKER_00: It comes down to the first sentence out of your mouth, the very first words out of your mouth, and what people see on the screen when your video starts.
• 0:16
  SPEAKER_00: I've coached agents on this one thing and I've watched their reach explode overnight.
• 0:22
  SPEAKER_00: And today, I'm going to be giving you the exact framework that you can use today to fix it.
• 0:28
  SPEAKER_01: The massive agent podcast.
• 0:30
  SPEAKER_01: We read generation distance strategies to give you more leads and sell more homes.
• 0:35
  SPEAKER_00: I love to buy houses.
• 0:36
  SPEAKER_00: I like to sell houses.
• 0:40
  SPEAKER_01: Wait a minute.
• 0:42
  SPEAKER_01: Leads a week.
• 0:44
  SPEAKER_01: You're a week.
• 0:44
  SPEAKER_01: I've had better.
• 0:46
  SPEAKER_01: Oh.
• 0:47
  SPEAKER_01: Have I got your attention now?
• 0:49
  SPEAKER_00: Here's your host, Dustin Brome.
• 0:54
  SPEAKER_00: What is up, guys?
• 0:55
  SPEAKER_00: Welcome to episode 428 of the Massive Agent Podcast.
• 0:58
  SPEAKER_00: I am your host, Dustin Brome, here in Salt Lake City, Utah.
• 1:02
  SPEAKER_00: And today I'm going to help you get more views on your content, not just a little bit more.
• 1:07
  SPEAKER_00: Okay.
• 1:07
  SPEAKER_00: Not just going from 200 views to 400, going from 200 to 50,000.
• 1:12
  SPEAKER_00: Because you need more business.
• 1:14
  SPEAKER_00: You need more clients coming to you.
• 1:16
  SPEAKER_00: You need your inbox full of people saying, hey, I want to buy.
• 1:20
  SPEAKER_00: Hey, I want to sell, and you're our person.
• 1:22
  SPEAKER_00: I want to hire you.
• 1:24
  SPEAKER_00: That's what you need for this year.
• 1:26
  SPEAKER_00: Well, that's what you need all the time.
• 1:28
  SPEAKER_00: And you're already spending the time doing content.
• 1:32
  SPEAKER_00: Today, this is for the agents that are already committing to social media to some degree.
• 1:37
  SPEAKER_00: You're already using it, you're already putting out content, but you're frustrated by how by how few results are coming your way, by how little traction it feels like you're getting.
• 1:48
  SPEAKER_00: And I see some great videos that are getting 120 views that should be getting like 45,000.
• 1:55
  SPEAKER_00: And we're going to, I'm going to give you a framework today.
• 1:58
  SPEAKER_00: First off, I'm going to diagnose the entire problem.
• 2:00
  SPEAKER_00: And I'm going to show you exactly what to do moving forward to fix this problem so that the content you're already doing gets seen by 10, 20, 30 times more people.
• 2:10
  SPEAKER_00: But it starts with understanding what the problem is.
• 2:12
  SPEAKER_00: We're going to diagnose that shit.
• 2:14
  SPEAKER_00: I'm your doctor today, Dr.
• 2:15
  SPEAKER_00: Dustin.
• 2:16
  SPEAKER_00: We're going to diagnose what's wrong.
• 2:18
  SPEAKER_00: And then I'm going to give you a step-by-step framework that's simple.
• 2:21
  SPEAKER_00: It's not super complicated to fix it, that you need to think about prior to doing a video.
• 2:27
  SPEAKER_00: That's it.
• 2:28
  SPEAKER_00: Like you're just going to have to change your thought process a little bit every time you do a piece of content and frame it a certain way in a certain order.
• 2:36
  SPEAKER_00: And I promise you'll be getting dramatically better results from social, including not just views, because views are great, but the whole goal of social is to get actual clients.
• 2:47
  SPEAKER_00: Views lead to clients.
• 2:48
  SPEAKER_00: I mean, if you get 100,000 people or two million people seeing your video, a bunch of them are going to go to your profile.
• 2:55
  SPEAKER_00: Some of them are going to filter, you know, go into your uh click your link, check out your other content, watch your other videos.
• 3:01
  SPEAKER_00: Some of them may reach out with questions.
• 3:03
  SPEAKER_00: So it like just to simplify without changing anything else.
• 3:07
  SPEAKER_00: If you can just get, you know, 10, 10 to 50 times more views on your videos on average, everything else will perform better.
• 3:14
  SPEAKER_00: Everything else.
• 3:15
  SPEAKER_00: So we're just going to keep it that simple.
• 3:17
  SPEAKER_00: And I'm going to show you how to do this.
• 3:18
  SPEAKER_00: The start of your content, the beginning of your content is the only thing standing between you and averaging 50,000 views per video.
• 3:27
  SPEAKER_00: All right.
• 3:28
  SPEAKER_00: But you've got to do it a certain way.
• 3:30
  SPEAKER_00: So stick around.
• 3:30
  SPEAKER_00: I'm going to show you exactly how to write the intros of your videos.
• 3:34
  SPEAKER_00: I'm going to show you exactly what a hook is and how to come up with a hook for your video, because the topic of your video is not the hook.
• 3:42
  SPEAKER_00: Now, it could be you, you okay, I don't want to confuse you.
• 3:46
  SPEAKER_00: What you want to do the video about is not the way that you get somebody's attention.
• 3:50
  SPEAKER_00: Okay.
• 3:51
  SPEAKER_00: So I'm going to break down the bad way, what you're doing wrong, some examples of that, and then what to do instead and specific examples.
• 3:58
  SPEAKER_00: So you're going to want to take notes today.
• 3:59
  SPEAKER_00: This is an episode that you're going to want to take notes because I'm going to give you some, like you can just take the ideas that I give you and just go copy those and do your videos.
• 4:08
  SPEAKER_00: I'm going to give you a bunch of specific hooks and intros that you can copy and start doing today.
• 4:13
  SPEAKER_00: But if even if you don't like these exactly or they're not exactly appealing to your ideal audience, you'll understand the framework.
• 4:19
  SPEAKER_00: You'll understand the concept of why I'm choosing these words in this order so that you can do the same and explode your content.
• 4:27
  SPEAKER_00: Because for most of you, your content doesn't suck.
• 4:30
  SPEAKER_00: It's just that the beginning does.
• 4:32
  SPEAKER_00: Your content doesn't suck, but you're tricking people into thinking that it does because it starts off poorly.
• 4:40
  SPEAKER_00: It starts off boring or weak or ineffective or just focused on the wrong shit.
• 4:44
  SPEAKER_00: And you're losing people in the first three seconds.
• 4:47
  SPEAKER_00: That is why you're not getting the results from social that you could and should be.
• 4:53
  SPEAKER_00: So again, take notes.
• 4:54
  SPEAKER_00: Let's diagnose the problem real quick.
• 4:56
  SPEAKER_00: Okay.
• 4:56
  SPEAKER_00: Your ideal audience is scrolling past your content in the first three seconds.
• 5:01
  SPEAKER_00: It pops up, it's into their feed, at least some of them, and they're not watching it.
• 5:06
  SPEAKER_00: For whatever reason, it bores them or it just didn't grab their attention.
• 5:11
  SPEAKER_00: And I want you to get this through your head here.
• 5:14
  SPEAKER_00: What you say is only part of the battle.
• 5:17
  SPEAKER_00: What they see, what it looks like overall, is it dark or is it bright?
• 5:22
  SPEAKER_00: Is it dull or is it vibrant?
• 5:24
  SPEAKER_00: Is it is it still or is it moving?
• 5:26
  SPEAKER_00: Like the so simple, but matters so much.
• 5:33
  SPEAKER_00: And so if your ideal audience is scrolling past your content in the first three seconds, it's a huge problem.
• 5:39
  SPEAKER_00: Your hook, okay, what you're doing to grab their attention in the beginning, it's called a hook, determines if anyone will see the message that comes after the hook.
• 5:48
  SPEAKER_00: So that's why I'm saying so many of you guys already do great content.
• 5:52
  SPEAKER_00: It's teaching people great things, but it's packaged up poorly.
• 5:56
  SPEAKER_00: It's packaged ineffectively.
• 5:58
  SPEAKER_00: And so it if you go to the I don't I don't really drink anymore.
• 6:02
  SPEAKER_00: It's been, let's see, it's not like I've it's so funny.
• 6:06
  SPEAKER_00: People like, oh, you don't drink because you're from Utah and you're Mormon.
• 6:09
  SPEAKER_00: Well, no, like I'm I'm not Mormon.
• 6:10
  SPEAKER_00: I grew up Mormon for like 14 years until my parents didn't care if I went anymore.
• 6:15
  SPEAKER_00: So I stopped going at 14, haven't been a Mormon.
• 6:18
  SPEAKER_00: Uh drank for a good 10, 15 years of my life, and my wife and I were just like, nope, just don't like it.
• 6:25
  SPEAKER_00: Made me tired.
• 6:26
  SPEAKER_00: Anyways, but if you go, if you if you've ever gone to to buy wine, how do most people buy wine?
• 6:32
  SPEAKER_00: You look at the cover, like you look at the label, right?
• 6:36
  SPEAKER_00: When you're picking a YouTube video to watch, how do you pick it?
• 6:39
  SPEAKER_00: The thumbnail, right?
• 6:40
  SPEAKER_00: The way it's packaged is everything.
• 6:43
  SPEAKER_00: If the if it's just a boring label that looks like everything else and it's like standard wine, it doesn't grab you.
• 6:50
  SPEAKER_00: But if it's like three blind moose, I haven't drinking in so long, but I remember three blind moose because it's like, I don't know, it's yellow and there's moose on it, and I like the name, and it's like that grabbed my attention.
• 7:01
  SPEAKER_00: The packaging, I had no idea if it was good or not.
• 7:04
  SPEAKER_00: I had no idea if that wine was good or not, but the packaging grabbed my attention.
• 7:09
  SPEAKER_00: That's what we need to do with your content.
• 7:11
  SPEAKER_00: If you can get the packaging to grab someone's attention, the quality of it that comes afterwards, it I don't want to say it's not important, but it's less, uh, it's it's less critical, right?
• 7:24
  SPEAKER_00: It could be just kind of so-so, but if you grab their attention in the right way, they're going to that so-so content they will think is great.
• 7:32
  SPEAKER_00: All right.
• 7:33
  SPEAKER_00: So the biggest killer that I see, unfortunately, there's still, if you've ever seen me talk, give a talk in person, one of my keynotes, I rail on agents who are introducing themselves to start the video.
• 7:46
  SPEAKER_00: Think about it.
• 7:47
  SPEAKER_00: If the beginning of a video is the most important thing, the first three seconds, why would you spend that time introducing yourself?
• 7:55
  SPEAKER_00: Remember, the people this is so funny to me.
• 7:59
  SPEAKER_00: If someone doesn't know you yet and your video pops up, what do they care who you are?
• 8:04
  SPEAKER_00: That they don't care who you are yet.
• 8:06
  SPEAKER_00: But if they do know you, why do you need to introduce yourself?
• 8:09
  SPEAKER_00: If it's one of your followers that sees your videos, they don't need to hear that, oh, it's hey, it's Dustin Broome with real.
• 8:14
  SPEAKER_00: And today I'm going to tell you about you don't need an introduction.
• 8:18
  SPEAKER_00: So the the number one killer of most real estate videos is you're introducing yourself in the beginning.
• 8:24
  SPEAKER_00: You're wasting that that precious real estate at the beginning of a video.
• 8:28
  SPEAKER_00: So right then and there, if you're an introducer, stop it.
• 8:32
  SPEAKER_00: Just chop that shit off.
• 8:34
  SPEAKER_00: Just stop introducing yourself and just start saying the thing.
• 8:36
  SPEAKER_00: And I guarantee your stuff will perform better at a minimum.
• 8:39
  SPEAKER_00: Now, people that see it, they don't know that that don't know you, they don't care yet.
• 8:44
  SPEAKER_00: You haven't done anything for them.
• 8:46
  SPEAKER_00: I'm not saying it to be rude that they don't care, but okay, like so I'm Dustin Brome with Real.
• 8:53
  SPEAKER_00: Oh, I'm a stranger.
• 8:54
  SPEAKER_00: What are you gonna do for me?
• 8:56
  SPEAKER_00: What is this video about?
• 8:57
  SPEAKER_00: And if I can't deliver on it, they just swipe.
• 8:59
  SPEAKER_00: That's how people are.
• 9:00
  SPEAKER_00: That's how you are when you're scrolling content.
• 9:02
  SPEAKER_00: So no introductions.
• 9:04
  SPEAKER_00: All right, let's break down this three-part hook framework.
• 9:08
  SPEAKER_00: All right.
• 9:08
  SPEAKER_00: Oh, and by the way, not just the introduction of yourself, but telling people what the video is about.
• 9:14
  SPEAKER_00: If you're introducing what the topic is, for example, hey, it's Dustin Broome with Real, and today I'm gonna tell you about FHA loans.
• 9:22
  SPEAKER_00: Well, I can guarantee you that maybe three people that are that are on the internet want to watch a video about FHA loans at that moment.
• 9:32
  SPEAKER_00: If you say, hey, today I'm gonna tell you about uh new construction in Scottsdale, well, very few people give a shit.
• 9:40
  SPEAKER_00: They just don't.
• 9:41
  SPEAKER_00: So if you tell someone what the topic's about, you run the risk of them not caring about the topic.
• 9:46
  SPEAKER_00: So you're not gonna introduce yourself and you're not going to tell people what the topic is yet.
• 9:50
  SPEAKER_00: So what do you do instead?
• 9:52
  SPEAKER_00: Let's jump into it.
• 9:53
  SPEAKER_00: This is a three-part hook writing framework.
• 9:56
  SPEAKER_00: I told you you should take notes.
• 9:57
  SPEAKER_00: This might be one that you pause and go back to.
• 10:00
  SPEAKER_00: And by the way, this is on YouTube.
• 10:02
  SPEAKER_00: Uh, I'm realizing now that there's a lot of visuals that are gonna go with this.
• 10:05
  SPEAKER_00: So I will do, I'm committing to do a YouTube version of this with a bunch of visual, uh visual examples here in the next few weeks.
• 10:14
  SPEAKER_00: Okay, so this podcast, uh here in the next few weeks, I'll do a visual heavy YouTube version of, but the podcast, as always, if you want to watch, is on, is on YouTube.
• 10:25
  SPEAKER_00: So the three-part hook framework, part one, pattern interrupt.
• 10:29
  SPEAKER_00: You have to interrupt what they're doing.
• 10:31
  SPEAKER_00: You have to grab their attention by like, wait, what just happened?
• 10:34
  SPEAKER_00: What was that?
• 10:35
  SPEAKER_00: What was that thing?
• 10:36
  SPEAKER_00: Why was that so bright?
• 10:37
  SPEAKER_00: Why did that flash?
• 10:38
  SPEAKER_00: Why did that move?
• 10:38
  SPEAKER_00: What did he say?
• 10:40
  SPEAKER_00: The pattern interrupt is key.
• 10:42
  SPEAKER_00: So it stops the scroll physically.
• 10:45
  SPEAKER_00: When people are watching, they're just doing this.
• 10:48
  SPEAKER_00: You got to stop it.
• 10:50
  SPEAKER_00: You got to prevent them from swiping onto the next video.
• 10:53
  SPEAKER_00: So the pattern interrupt stops the scroll physically.
• 10:56
  SPEAKER_00: An example of that.
• 10:57
  SPEAKER_00: Your Zillow estimate is wrong.
• 10:59
  SPEAKER_00: Like making a big bold statement, your your Zillow estimate is wrong.
• 11:02
  SPEAKER_00: You're about to lose$100,000.
• 11:05
  SPEAKER_00: It stops somebody.
• 11:06
  SPEAKER_00: They're like, what do you mean I'm about to lose$100,000?
• 11:08
  SPEAKER_00: And then they keep watching a little bit more because they're like, what do you mean?
• 11:11
  SPEAKER_00: The pattern interrupt is key.
• 11:13
  SPEAKER_00: That effect where you you grab their attention and they're interested.
• 11:17
  SPEAKER_00: They're like, okay, you've got me.
• 11:19
  SPEAKER_00: That's what has to happen at the very, very, very beginning.
• 11:22
  SPEAKER_00: Call the pattern interrupt.
• 11:24
  SPEAKER_00: Another example, you're making the same mistake that costs home buyers$25,000.
• 11:29
  SPEAKER_00: You're making the same mistake that costs sellers$100,000.
• 11:34
  SPEAKER_00: Now they're curious.
• 11:35
  SPEAKER_00: What are you talking about?
• 11:36
  SPEAKER_00: But you grab their attention.
• 11:38
  SPEAKER_00: A bold statement is a great way to pattern interrupt.
• 11:43
  SPEAKER_00: Another example, your current view of interest rates may be costing you$100,000.
• 11:49
  SPEAKER_00: Your current view of interest rates or waiting, continuing to wait for rates to drop, might be costing you your dream home.
• 11:59
  SPEAKER_00: Wow, that was nice.
• 12:00
  SPEAKER_00: I just banged my thumb on the counter.
• 12:02
  SPEAKER_00: That was that was fantastic.
• 12:03
  SPEAKER_00: So the the hook in the beginning is not just what they hear, but what they see.
• 12:08
  SPEAKER_00: It's not just the words that come out of your mouth, it's what they see on the screen.
• 12:12
  SPEAKER_00: So some of those examples, like your Zillow estimate is wrong, put it on the screen in text.
• 12:18
  SPEAKER_00: Say it, but also put it as a text hook to start out the video.
• 12:23
  SPEAKER_00: Because what people see is, I would argue, even more important than what they hear.
• 12:29
  SPEAKER_00: You got to do both.
• 12:30
  SPEAKER_00: But a lot of times people have the sound off because they're just watching captions on videos.
• 12:35
  SPEAKER_00: Probably a good idea to caption your videos for the people that are watching with the sound off, which is more than half, which is crazy.
• 12:42
  SPEAKER_00: So the hook is what they see and hear.
• 12:45
  SPEAKER_00: You need text on the screen.
• 12:47
  SPEAKER_00: Okay.
• 12:48
  SPEAKER_00: The overall look of the video or of the beginning needs to be bright, vibrant, needs to be well lit.
• 12:54
  SPEAKER_00: If you're on camera, you need to have light coming at your face, not from behind, so you're backlit.
• 12:59
  SPEAKER_00: You need energy and passion.
• 13:02
  SPEAKER_00: Here's another thing.
• 13:03
  SPEAKER_00: I see agents that have a great message, but it's delivered in such a poor, low energy way that it bores people to tears.
• 13:10
  SPEAKER_00: And nobody wants to watch that shit.
• 13:11
  SPEAKER_00: So you kind of have to have big eyes and lean into the camera as you're starting.
• 13:16
  SPEAKER_00: Like, your Zillow estimate is wrong.
• 13:18
  SPEAKER_00: Your Z your estimate's costing you money.
• 13:21
  SPEAKER_00: You're making the same mistake that costs other home buyers 25k, right?
• 13:24
  SPEAKER_00: And you kind of have big eyes and you lean into it like you give a shit and you're passionate.
• 13:29
  SPEAKER_00: If you, a lot of you just need to raise your energy and passion.
• 13:33
  SPEAKER_00: And that will go a long way because that's contagious and that transfers.
• 13:38
  SPEAKER_00: If you're watching somebody and they're just delivering, you're making the same mistake that costs other homeowners$25,000.
• 13:48
  SPEAKER_00: Yeah.
• 13:49
  SPEAKER_00: No.
• 13:50
  SPEAKER_00: You're making the same mistake that's costing some homeowners$25,000.
• 13:54
  SPEAKER_00: See the difference there?
• 13:55
  SPEAKER_00: And you don't have to be so over-the-top ridiculous that it's not you that because then people feel like it's unnatural and disingenuous and you look like Mr.
• 14:02
  SPEAKER_00: Bagoo.
• 14:03
  SPEAKER_00: Don't do that.
• 14:04
  SPEAKER_00: But make sure that for whatever, whatever your level of energy is, you got to get there.
• 14:09
  SPEAKER_00: You got to get it up.
• 14:10
  SPEAKER_00: You got to raise it.
• 14:11
  SPEAKER_00: That's key.
• 14:12
  SPEAKER_00: Monotone will bore people to tears and no one will watch monotone message.
• 14:16
  SPEAKER_00: All right.
• 14:16
  SPEAKER_00: Part number two.
• 14:17
  SPEAKER_00: Part number one of the three-part hook framework was pattern interrupt.
• 14:22
  SPEAKER_00: Part number two is raise the stakes.
• 14:24
  SPEAKER_00: Part number three is promise, right?
• 14:25
  SPEAKER_00: So let's do raise the stakes.
• 14:28
  SPEAKER_00: Once you grab their attention, you need to make them care.
• 14:30
  SPEAKER_00: Okay.
• 14:31
  SPEAKER_00: Why should they keep watching?
• 14:32
  SPEAKER_00: Make them care right now.
• 14:33
  SPEAKER_00: So an example.
• 14:35
  SPEAKER_00: This is costing you$50,000.
• 14:37
  SPEAKER_00: You're already too late.
• 14:39
  SPEAKER_00: The window to do this closes in 30 days.
• 14:41
  SPEAKER_00: They're almost gone.
• 14:43
  SPEAKER_00: Um, you know, this subdivision, this neighborhood's almost sold out, that kind of thing.
• 14:47
  SPEAKER_00: Because they're like, oh, okay, cool.
• 14:49
  SPEAKER_00: You have to raise the stakes a little bit with that.
• 14:52
  SPEAKER_00: Part number three is promise.
• 14:54
  SPEAKER_00: Tell them what they'll get if they continue watching.
• 14:58
  SPEAKER_00: Okay.
• 14:58
  SPEAKER_00: I'll show you for an example.
• 15:00
  SPEAKER_00: I'll show you the three things to check before buying a home.
• 15:03
  SPEAKER_00: Or here's a list, here's when to list your home for maximum profit.
• 15:08
  SPEAKER_00: You make a promise to them so they know, okay, if you grab my attention, you made me interested, you showed me how it applies to me, right?
• 15:15
  SPEAKER_00: You raised the stakes a little bit, so I understand this matters to me.
• 15:18
  SPEAKER_00: But why should I keep watching?
• 15:20
  SPEAKER_00: And that's when you say something like here's when you should list your house for maximum profit.
• 15:26
  SPEAKER_00: I'll show you three things to check before buying your first house.
• 15:30
  SPEAKER_00: So then they're like, oh, cool.
• 15:32
  SPEAKER_00: Like there's this problem, there's this thing.
• 15:34
  SPEAKER_00: He told me that it could cost me money, but he's gonna show me how to fix it.
• 15:37
  SPEAKER_00: He's gonna show me how to prevent that thing.
• 15:39
  SPEAKER_00: That's that three parts, the three-part hook framework is what grabs people.
• 15:44
  SPEAKER_00: A bold statement by itself is not gonna do everything for you.
• 15:47
  SPEAKER_00: It's gonna grab their attention, but then you're gonna quickly lose people when they're like, oh, okay, I don't care.
• 15:52
  SPEAKER_00: So you got a pattern, pattern interrupt, raise the stakes, and then promise.
• 15:57
  SPEAKER_00: What are they going to get?
• 15:59
  SPEAKER_00: So stop them, make it matter, and give them specific value.
• 16:05
  SPEAKER_00: That is what you put those three parts together and you have a hook that converts into viewers long-term, uh meaning long duration of the video.
• 16:13
  SPEAKER_00: And you're gonna get a shitload of views on those videos.
• 16:16
  SPEAKER_00: When people are watching 10, 20, 30, 40 seconds of your video, and the majority of people are watching a big chunk of your video, the algorithm sees this is really engaging.
• 16:26
  SPEAKER_00: We better show it to a bunch of more people.
• 16:28
  SPEAKER_00: That's how videos that normally get 500 views break out and get 25,000 or 100,000.
• 16:34
  SPEAKER_00: Because people are watching it throughout.
• 16:36
  SPEAKER_00: They're maybe even pausing and going back and replaying.
• 16:39
  SPEAKER_00: And all of that shows the algorithm this is really good, engaging stuff that people want to watch.
• 16:45
  SPEAKER_00: So, one last time, the hook formula here, including all three parts.
• 16:49
  SPEAKER_00: Stop them, make it matter to them, and then give specific value.
• 16:54
  SPEAKER_00: That is the hook that converts.
• 16:56
  SPEAKER_00: All right.
• 16:56
  SPEAKER_00: Now there's different types of hooks.
• 16:58
  SPEAKER_00: I'm gonna break down six different hook types.
• 17:01
  SPEAKER_00: We're gonna get super nerdy here because there's different ways of formatting and structuring hooks.
• 17:07
  SPEAKER_00: Okay, they don't all have to sound exactly the same.
• 17:10
  SPEAKER_00: Some may work better than others for certain topics of videos that you want to talk about.
• 17:15
  SPEAKER_00: So here's hook type number one, the painful truth.
• 17:19
  SPEAKER_00: Example.
• 17:19
  SPEAKER_00: Most sellers think spring is the best time to sell.
• 17:22
  SPEAKER_00: Well, I just sold three homes in January for$40,000 over ask.
• 17:26
  SPEAKER_00: Here's why winter might actually be your best move.
• 17:30
  SPEAKER_00: Hmm.
• 17:30
  SPEAKER_00: That's called the painful truth.
• 17:32
  SPEAKER_00: They think one thing, hey, by the way, that might not be true.
• 17:35
  SPEAKER_00: Here's the truth.
• 17:36
  SPEAKER_00: Painful truth.
• 17:37
  SPEAKER_00: Type number two, the counterintuitive claim.
• 17:41
  SPEAKER_00: Example.
• 17:42
  SPEAKER_00: Stop waiting for interest rates to drop.
• 17:44
  SPEAKER_00: Here's what buyers are doing instead to save$200,000 today.
• 17:48
  SPEAKER_00: Okay, counter it counterintuitive.
• 17:51
  SPEAKER_00: There's a lot of people who think waiting for interest rates to drop is a good idea.
• 17:56
  SPEAKER_00: You're saying, actually, you can save$2,200 today.
• 18:01
  SPEAKER_00: And you you're, oh, well, that's not what I thought.
• 18:04
  SPEAKER_00: That's different.
• 18:05
  SPEAKER_00: I'm waiting till interest rates drop to save money, but you're telling me I could save that money today.
• 18:10
  SPEAKER_00: You got my attention.
• 18:12
  SPEAKER_00: Type number three, the mirror moment, or at least Claude calls it the mirror moment.
• 18:17
  SPEAKER_00: Claude named these for me, right?
• 18:18
  SPEAKER_00: These uh these notes of mine.
• 18:20
  SPEAKER_00: So the mirror moment.
• 18:21
  SPEAKER_00: Thank you, Claude.
• 18:22
  SPEAKER_00: Example.
• 18:23
  SPEAKER_00: If you've been saving for 20% down, you might be losing out on your dream home.
• 18:27
  SPEAKER_00: Here's what the banks don't tell you.
• 18:30
  SPEAKER_00: So now people feel like they're missing out on something.
• 18:32
  SPEAKER_00: They're like, oh, yeah, yeah, I'm I've been waiting to save a down payment because I was told I should.
• 18:37
  SPEAKER_00: You're telling me that that's bad.
• 18:38
  SPEAKER_00: What are the banks telling me?
• 18:40
  SPEAKER_00: I don't like being left out.
• 18:42
  SPEAKER_00: Here's what blank isn't telling you is a great way to grab somebody's attention because nobody likes to feel like they're being left out.
• 18:49
  SPEAKER_00: Everybody wants to be in on what's going on.
• 18:52
  SPEAKER_00: Type hook type number four, specific numbers.
• 18:56
  SPEAKER_00: Okay.
• 18:57
  SPEAKER_00: Three houses on Maple Street just sold.
• 19:00
  SPEAKER_00: One got$83,000 more than the others.
• 19:03
  SPEAKER_00: Here's the only difference.
• 19:05
  SPEAKER_00: Hmm.
• 19:06
  SPEAKER_00: I think that's a good one.
• 19:07
  SPEAKER_00: When you give specific numbers, like$83,000,$41,500, instead of this sold for$50,000 more, sold for$10,000 more.
• 19:17
  SPEAKER_00: Nice round numbers aren't nearly as believable as specific numbers.
• 19:20
  SPEAKER_00: So use specific numbers in your hooks.
• 19:23
  SPEAKER_00: Don't lie, like don't make up shit.
• 19:26
  SPEAKER_00: But, you know, like if a home literally sold for$83,426 more, use that.
• 19:33
  SPEAKER_00: Don't round it off.
• 19:34
  SPEAKER_00: Don't make it a nice round number.
• 19:36
  SPEAKER_00: Use the actual number.
• 19:38
  SPEAKER_00: Hook type number five, the incoming disruptor.
• 19:42
  SPEAKER_00: These titles are stupid.
• 19:42
  SPEAKER_00: I'm just gonna skip the damn titles.
• 19:45
  SPEAKER_00: All right.
• 19:45
  SPEAKER_00: Type number five.
• 19:46
  SPEAKER_00: Here's an example.
• 19:48
  SPEAKER_00: A home builder just broke ground two blocks from you.
• 19:51
  SPEAKER_00: Here's what that means for your home value.
• 19:53
  SPEAKER_00: Oh, I didn't, I didn't know that that, right?
• 19:55
  SPEAKER_00: I didn't know that there was a home builder that broke ground two blocks away.
• 19:59
  SPEAKER_00: Now that affects me.
• 20:01
  SPEAKER_00: I didn't know that that affects me.
• 20:02
  SPEAKER_00: So now they're interesting.
• 20:03
  SPEAKER_00: They're like, you're pulling them into something.
• 20:06
  SPEAKER_00: You're making them feel like there's a disruption happening that they need to know about how it's going to affect them.
• 20:11
  SPEAKER_00: And number six, a personal story.
• 20:14
  SPEAKER_00: I just walked through a house listed at 500,000.
• 20:16
  SPEAKER_00: The foundation's cracked.
• 20:18
  SPEAKER_00: The seller has no idea.
• 20:19
  SPEAKER_00: Here's what you need to look for.
• 20:22
  SPEAKER_00: When you use a story about a specific situation that you're going through, like people just gravitate towards stories.
• 20:30
  SPEAKER_00: If you're just talking at them, it doesn't work so well.
• 20:34
  SPEAKER_00: If it's a story and it's written like a story, I just walked through a house that listed at 500K, the foundation's cracked, the seller had no idea.
• 20:41
  SPEAKER_00: But here's what you need to look for.
• 20:43
  SPEAKER_00: That little bit of storytelling grabs somebody's attention much better than just talking at them.
• 20:49
  SPEAKER_00: All right, let me give you some before and after examples of different types of videos, market updates, buyer tips, listing tours.
• 20:57
  SPEAKER_00: And then I'm going to break down a two-minute process for writing hooks that I think will help you guys a lot.
• 21:02
  SPEAKER_00: Because this does not need, if you're overwhelmed right now, I get it.
• 21:06
  SPEAKER_00: Okay, just take the transcript of this, throw it into your AI and say, use this and help me write write hooks.
• 21:11
  SPEAKER_00: Okay, that's gonna help you a ton in your hook writing.
• 21:15
  SPEAKER_00: If you can take this the transcript and this format and uh teach your AI to help you write scripts.
• 21:22
  SPEAKER_00: Now, by the way, you you still need to learn this.
• 21:25
  SPEAKER_00: You have to know how to do it yourself without AI.
• 21:27
  SPEAKER_00: AI can help you get closer, but if you rely solely on AI to write scripts and hooks and everything for you, it's gonna be garbage.
• 21:37
  SPEAKER_00: I'm pretty damn good at writing hooks, and I've trained my Claude and Manis and Gemini and Chat GPT to write pretty damn good hooks.
• 21:46
  SPEAKER_00: But I usually find myself taking one and tweaking it a little bit more to make it that much better or to make sure that it actually gets the job done.
• 21:56
  SPEAKER_00: You have to learn how to do this.
• 21:57
  SPEAKER_00: Do not rely completely on AI.
• 22:00
  SPEAKER_00: So, but if you do, it's gonna get you 80 or 90% there.
• 22:03
  SPEAKER_00: And then your expertise will help you finish that last, you know, 10 to 20% and make it fantastic.
• 22:09
  SPEAKER_00: I promise you, you know, a lot of the hooks that I'm seeing these days are so obviously done by AI.
• 22:16
  SPEAKER_00: And you just run with it.
• 22:17
  SPEAKER_00: You're like, oh, cool, that sounds good.
• 22:19
  SPEAKER_00: It's because you don't know any better.
• 22:21
  SPEAKER_00: Take the time to learn how to craft a great hook using these frameworks.
• 22:25
  SPEAKER_00: Let's break down the market update.
• 22:27
  SPEAKER_00: If you guys are doing market update content, here's the wrong way to do it.
• 22:32
  SPEAKER_00: Hey guys, it's Dustin.
• 22:33
  SPEAKER_00: I just wanted to give you a market update.
• 22:35
  SPEAKER_00: Blah, blah, blah, blah, blah.
• 22:37
  SPEAKER_00: You told them, first off, you introduce yourself and then you told them what the video is going to be about.
• 22:41
  SPEAKER_00: What if they don't care about a market update?
• 22:42
  SPEAKER_00: Okay, wrong way.
• 22:44
  SPEAKER_00: The right way to do it.
• 22:45
  SPEAKER_00: Homes in holiday just did something they haven't done in 10 years.
• 22:49
  SPEAKER_00: If you're thinking of selling, this changes everything.
• 22:52
  SPEAKER_00: Let me break down this 60-day window while you'll get the most money for your home.
• 22:58
  SPEAKER_00: You're basically saying the same thing.
• 22:59
  SPEAKER_00: It's a market update.
• 23:01
  SPEAKER_00: A market update for holiday, but you're actually grabbing their attention.
• 23:04
  SPEAKER_00: I'm going to say that one more time because I think that one's fantastic.
• 23:07
  SPEAKER_00: Home prices and holiday just did something they haven't done in 10 years.
• 23:11
  SPEAKER_00: If you're selling your house, this changes everything.
• 23:13
  SPEAKER_00: Let me break down the 60-day window where you'll get the most money from your house.
• 23:18
  SPEAKER_00: Bam.
• 23:19
  SPEAKER_00: All right, a buyer tip.
• 23:20
  SPEAKER_00: If you're doing videos giving tips to home buyers, bad example.
• 23:25
  SPEAKER_00: Today I want to talk to you about down payment options.
• 23:28
  SPEAKER_00: Why does that suck?
• 23:30
  SPEAKER_00: Because you told them the topic.
• 23:32
  SPEAKER_00: You didn't hook them, you just told them the topic.
• 23:34
  SPEAKER_00: And what if they don't care?
• 23:35
  SPEAKER_00: What if they are on their lunch break and the last thing they want to do is think about down payment options.
• 23:40
  SPEAKER_00: They just want something entertaining and interesting.
• 23:42
  SPEAKER_00: So let's give them interesting.
• 23:45
  SPEAKER_00: So the good way to give a buyer tip, you don't need 20% down.
• 23:49
  SPEAKER_00: That belief is keeping you in a rental while prices go up$1,000 a month.
• 23:53
  SPEAKER_00: Here are three ways to buy with just 3% down.
• 23:56
  SPEAKER_00: I think that I think that hook's actually a little bit weak.
• 23:59
  SPEAKER_00: If I had a little bit more time right now, uh I would I would re-jigger that.
• 24:04
  SPEAKER_00: Now it's better than most.
• 24:06
  SPEAKER_00: That bold statement, you don't need 20% down, but that's also kind of telling them what it's about.
• 24:11
  SPEAKER_00: So uh that you can say this belief is keeping you in a rental while prices go up a thousand dollars a month.
• 24:18
  SPEAKER_00: So then they're curious, like what belief?
• 24:21
  SPEAKER_00: And they keep watching.
• 24:22
  SPEAKER_00: So you can tell them about the belief that they don't need 20% down.
• 24:26
  SPEAKER_00: Their belief is that they do, but they don't.
• 24:29
  SPEAKER_00: Right?
• 24:30
  SPEAKER_00: So that you don't want to necessarily give that payoff.
• 24:32
  SPEAKER_00: All right, listing tours, if you are giving a listing tour.
• 24:36
  SPEAKER_00: Bad example.
• 24:38
  SPEAKER_00: Welcome.
• 24:39
  SPEAKER_00: Welcome to 123 Main Street.
• 24:42
  SPEAKER_00: This four-bed, three-bath home just hit the market in blah, blah, blah.
• 24:46
  SPEAKER_00: Not the best.
• 24:48
  SPEAKER_00: Much better version.
• 24:49
  SPEAKER_00: Okay, the good way, the best way to do a listing tour.
• 24:53
  SPEAKER_00: This house has been on the market for three hours and it won't last the day, all because of this one feature that's going to cause a bidding war.
• 25:01
  SPEAKER_00: Now, which what which version of that do you think would grab someone's attention and make them super freaking curious to keep going to find out what is that feature that's going to cause a bidding war?
• 25:11
  SPEAKER_00: It's obviously the last one.
• 25:12
  SPEAKER_00: I'm going to say it one more time.
• 25:14
  SPEAKER_00: That is one of my favorite hooks of this whole damn episode.
• 25:16
  SPEAKER_00: This house has been on the market for just three hours and it won't last the day.
• 25:21
  SPEAKER_00: All because this one feature is going to cause a bidding war.
• 25:24
  SPEAKER_00: You could shorten that up and just say, this home has one feature that is guaranteed to cause a bidding war, and this home won't last the day.
• 25:33
  SPEAKER_00: Now, let's sum all this up into a two-minute hook writing process.
• 25:39
  SPEAKER_00: What I'm about to share with you, you should think about that this is the part that you should think about when you are coming up with ideas for content.
• 25:47
  SPEAKER_00: When you're thinking, here's a video that I'm going to do that teaches people about X, Y, or Z.
• 25:51
  SPEAKER_00: This is the process that you're going to run through.
• 25:53
  SPEAKER_00: So, step one, what's the one thing that your ideal audience needs to know?
• 25:59
  SPEAKER_00: What's the one thing that they need to know?
• 26:01
  SPEAKER_00: Now, that could be a homeowner.
• 26:03
  SPEAKER_00: It could be a first-time home buyer.
• 26:04
  SPEAKER_00: It could be a move up buyer, it could be a veteran relocating to your area, whoever your ideal audience is.
• 26:10
  SPEAKER_00: Step one, what do they need to know?
• 26:14
  SPEAKER_00: What do they need to know?
• 26:16
  SPEAKER_00: Step two, which hook type will fit that?
• 26:20
  SPEAKER_00: So you identify what they need to know.
• 26:22
  SPEAKER_00: So you're identifying the lesson, then you go through those different types of hooks and the different structures to think of, okay, which type fits that best?
• 26:31
  SPEAKER_00: Now you can use any of them.
• 26:33
  SPEAKER_00: You could find a hook uh using any of those styles and formats that will fit the lesson that you're trying to get across.
• 26:39
  SPEAKER_00: But what sounds best to you?
• 26:42
  SPEAKER_00: Step number three, write all three parts.
• 26:44
  SPEAKER_00: Okay, the pattern interrupt, which uh which is what stops their scroll.
• 26:49
  SPEAKER_00: The stakes, why does it matter to them?
• 26:51
  SPEAKER_00: And the promise, what specific value are they going to get by watching?
• 26:56
  SPEAKER_00: What stops their scroll?
• 26:58
  SPEAKER_00: Why does it matter to them?
• 26:59
  SPEAKER_00: And what value will they get if they continue watching?
• 27:02
  SPEAKER_00: Write all three parts.
• 27:03
  SPEAKER_00: So, example, they need to fix their roof before listing.
• 27:07
  SPEAKER_00: Um, you're gonna use the specific number type of hook.
• 27:11
  SPEAKER_00: And here's the hook.
• 27:12
  SPEAKER_00: This house sold for$43,500 more than an identical home down the street.
• 27:17
  SPEAKER_00: The only difference, an$8,000 roof repair.
• 27:20
  SPEAKER_00: Here are the three repairs that more than pay for themselves at closing.
• 27:24
  SPEAKER_00: So you grab their attention with a specific example with specific numbers.
• 27:28
  SPEAKER_00: An$8,000 roof repair was it, they were able to sell$43,000 more than an identical home down the street.
• 27:35
  SPEAKER_00: Here are three more repairs that more than pay for themselves at closing.
• 27:39
  SPEAKER_00: Because maybe they're like, well, my roof just got replaced.
• 27:42
  SPEAKER_00: That's cool.
• 27:43
  SPEAKER_00: Uh I can't do that one, but I'm gonna keep watching because I want to know what the other repairs are.
• 27:47
  SPEAKER_00: Because what if there is something I could do to my house to make it sell for a bunch more?
• 27:53
  SPEAKER_00: It doesn't have to be more complicated than that, guys.
• 27:57
  SPEAKER_00: I mean, you're the way you start your video is everything.
• 28:00
  SPEAKER_00: I need you to obsess over it, but not too much.
• 28:04
  SPEAKER_00: Because there's also overthink, which just gets crazy.
• 28:07
  SPEAKER_00: I don't think that there's like a perfect hook.
• 28:10
  SPEAKER_00: I don't think that there's a perfect intro.
• 28:12
  SPEAKER_00: There's just bad, there's good, and there's really good.
• 28:16
  SPEAKER_00: Just try to get really good.
• 28:18
  SPEAKER_00: Not perfect, but really good.
• 28:20
  SPEAKER_00: And there could be 600 different ways to do really good.
• 28:23
  SPEAKER_00: So that's why I'm saying don't overthink it too much.
• 28:25
  SPEAKER_00: If you're like, damn, this is really good.
• 28:28
  SPEAKER_00: I like this.
• 28:29
  SPEAKER_00: It fits the it fits the flow.
• 28:31
  SPEAKER_00: It's gonna grab their attention, it's gonna uh it's gonna tell them why it matters to them and then tell them why they should keep watching, nails it, then run with it.
• 28:41
  SPEAKER_00: And if you come up with a different version, then do a different video with that different version teaching the same lesson.
• 28:48
  SPEAKER_00: That three-part framework is key for your next videos.
• 28:52
  SPEAKER_00: Make sure that no matter what, you have in mind.
• 28:56
  SPEAKER_00: Now this is key.
• 28:58
  SPEAKER_00: I could have started the episode with this, but I'm gonna um this will benefit you who stuck around to the end.
• 29:04
  SPEAKER_00: All right.
• 29:07
  SPEAKER_00: You have to know first who your ideal audience is.
• 29:10
  SPEAKER_00: Like, if you're gonna do a piece of content, who are you doing it for?
• 29:14
  SPEAKER_00: You can't just think of like, okay, here's a concept I'm gonna do the video about.
• 29:18
  SPEAKER_00: Who is it for?
• 29:19
  SPEAKER_00: And then come up with a concept for those people.
• 29:22
  SPEAKER_00: Because if you're just trying to mark to everyone in every situation, you're missing the mark.
• 29:27
  SPEAKER_00: You need to focus on the same audience over and over and over and over and over.
• 29:32
  SPEAKER_00: Because then if if they, if one of your videos pops into their feed and they've they're like, this is super relevant to me.
• 29:38
  SPEAKER_00: Wow, Dustin understands me with this video, then they then they go into your profile and they're gonna see a bunch more videos that are also highly relevant to them and they'll start binging.
• 29:48
  SPEAKER_00: That's how you get, that's how you convert viewers into clients right there.
• 29:52
  SPEAKER_00: But if all your videos are meant for different people, they're gonna click into your into your profile and be like, oh, that one, that one's not relevant, that one's not, and they're gonna feel like, oh, okay, there's nothing here for me.
• 30:03
  SPEAKER_00: So before you do all this, identify who is your ideal audience.
• 30:08
  SPEAKER_00: Who are you creating the video for to begin with?
• 30:10
  SPEAKER_00: Who do you want to hire you specifically?
• 30:13
  SPEAKER_00: And once you have that in mind, always put them first.
• 30:17
  SPEAKER_00: Always think about what do they need to know?
• 30:20
  SPEAKER_00: What will they get out of it?
• 30:22
  SPEAKER_00: What is important to them?
• 30:23
  SPEAKER_00: What will they find interesting?
• 30:24
  SPEAKER_00: What will they find entertaining?
• 30:26
  SPEAKER_00: What will they find helpful?
• 30:27
  SPEAKER_00: What do they need to know that they don't know that they need to know?
• 30:31
  SPEAKER_00: You always have to consider them, not just what you want to say on the internet.
• 30:34
  SPEAKER_00: Because if you do a piece of content that uh and you're doing it because you want people to hear it, I guarantee it's not gonna perform well.
• 30:41
  SPEAKER_00: It never does.
• 30:42
  SPEAKER_00: You have to consider the viewer, you have to consider the audience if you want it to do well.
• 30:47
  SPEAKER_00: And then above all, test this stuff.
• 30:49
  SPEAKER_00: Try it out.
• 30:50
  SPEAKER_00: This is what this will take practice.
• 30:52
  SPEAKER_00: You're not gonna be perfect at it.
• 30:53
  SPEAKER_00: But if you can just start being thoughtful about stopping their scroll, what does it matter to them?
• 31:00
  SPEAKER_00: And what value will they get if they keep watching?
• 31:03
  SPEAKER_00: If you focus on those three things pattern interrupt, the stakes, and the promise, your your videos are gonna be dramatically better.
• 31:09
  SPEAKER_00: And the more you do it, they'll just keep getting better.
• 31:12
  SPEAKER_00: Please don't overthink it.
• 31:14
  SPEAKER_00: Practice, practice, practice.
• 31:16
  SPEAKER_00: You will get better.
• 31:17
  SPEAKER_00: And if you so in my massive agent society coaching group, this is what we do on a regular basis.
• 31:24
  SPEAKER_00: We have uh we have our agents show up, our members show up, they're like, here's a video that I want to do, and we workshop it.
• 31:29
  SPEAKER_00: Uh, we'll we'll run through different hooks, or they're like, hey, I posted this video and we watch it.
• 31:34
  SPEAKER_00: They're like, why didn't that work so well?
• 31:36
  SPEAKER_00: We dissect, okay.
• 31:37
  SPEAKER_00: Well, the hook was weak here, we could have reframed this, chopped that part out because it was redundant.
• 31:41
  SPEAKER_00: And then they know exactly what to do.
• 31:43
  SPEAKER_00: So the massive agent society community is gold.
• 31:47
  SPEAKER_00: If you want my help and the help of other content creators, if you want us to hold your hand through this process.
• 31:53
  SPEAKER_00: Okay, I also have a free masterclass that I made that I'm hosting that breaks down the content formula that gets 10, 12, 15 deals a month every month from social by doing content.
• 32:05
  SPEAKER_00: It breaks down the hooks a little bit deeper and then what to do with the video afterwards, how to actually get people into clients and into conversation when they are watching your videos.
• 32:15
  SPEAKER_00: That's completely free.
• 32:16
  SPEAKER_00: You can watch that video.
• 32:18
  SPEAKER_00: Sorry, you can attend that masterclass for free over at clientsfromsocial.com while it lasts.
• 32:24
  SPEAKER_00: I'm going to be replacing it soon with something else.
• 32:26
  SPEAKER_00: So go to clientsfromsocial.com and register for that masterclass ASAP while it still exists.
• 32:33
  SPEAKER_00: Thank you guys so much for listening.
• 32:35
  SPEAKER_00: I'll see you next week.