Youtube used to be funny cat videos, comedy skits and music videos.

Today, it’s where we learn. I can’t think of something that isn’t on Youtube these days.

B2B, B2C, creators…you name it. Everyone is on Youtube, which is why there are millions of videos uploaded. Every day.

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The prime time to get on Youtube was probably 5 years ago.

People could put out videos with mediocre audio-visual quality. Maybe they had an outline to talk from or they winged it. B-roll…more like no-roll (bad joke, I know).

Yet, these Youtubers grew their channels to thousands (or millions) of subscribers. Then raked in the dough.

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If you’re thinking you missed your chance, don’t worry.

You will have to compete with volume, but you can shine with quality.

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“Good” videos are really “good enough”

I said it!

Yes, videos with hundreds of thousands of views are “good enough” because we don’t have high expectations for YT videos.

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When I get on Youtube, these are my criteria for a “good” video:

• Does it have the information I need?
• Will it get me from point A to B?
• Is the audio quality tolerable?

(Doesn’t take much to impress me)

If the Youtuber delivered, I’ll give the video a thumbs up.

But, most Youtubers want more. They want me to subscribe. My expectations are higher.

And if they’re smart, they use Youtube to move me through their funnel toward the sale. My expectations are now even higher.

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This is where most people fail because they don’t invest enough into their scriptwriting and planning stage.

More time in pre-production = less in production and post

(which saves you time and money)

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I admit, there are a lot of factors that make or break a Youtube video. It’s not just your script.

But, your script plays a huge role. Whoever figures that out stands out while everyone else publishes to the Youtube void.

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Tiago Forte is one of those rare people who nailed this. He has 42 videos on his channel…and 100K subscribers.

Tiago gets what it takes to “win” Youtube.

It’s easy to see this number and scoff at it. People have been making YT videos for ages with a fraction of that budget!

But, he doesn’t spend that all on production.

His videos look and sound great. The message, structure and flow of his videos are even better.

This is what we’ll expect from Youtube in a few years.

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Over the next few Script Tips, I’ll break down Tiago’s Pick a Notes App: Your Notetaking Style (Part 1) video so you can replicate his video success.

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This week, let’s look at his hook.

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Tiago Forte: Case Study

Tiago Forte is the author of Building a Second Brain. Note taking is the foundation of his system.

His video Pick a Notes App: Your Notetaking Style (Part 1) has one goal– educate you on the type of note taker you could be and the best apps for you.

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Most people start informative videos with, “Hi, I’m [INSERT NAME], I’m [INSERT CREDENTIALS]. Today, I’m going to talk about [INSERT TOPIC]…”

This intro gets the job done. But it’s boring.

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Instead of giving us the standard YT intro, Tiago gives us:

• Hook
• Credibility
• Preview of content points

A recipe for a strong engaging introduction.

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Hook, Line and Keep (for 8 minutes)

This video hooks us with a question. What Tiago’s really doing though is painting a picture of our Cinderella transformation.

Few people get excited about their notetaker style or which apps to use.

Increased productivity, less stress and worry, and keeping track of important priorities is what we actually want. Because we get more time, peace of mind, and probably more money when we have these.

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This hook focuses on the viewer, which is the right thing to do. People care about what you can do for them first. Then, they care about you (in the context of what you can do for them).

There’s nothing wrong with that. It’s the nature of business. That’s why the hook needs to tap into viewers’ problems or desires to engage them.

After hooking us, Tiago separates himself from the average student scribbling notes in English class.

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Slip in The Credibility

Tiago seamlessly slips his credibility into this introduction. Then, he moves right into a second hook about discovering the 3 steps to making the decision about your note taking app.

People can forgive boring parts in an informative video (more than in a selling video). But, they still don’t want an 8-12 minute lecture.

Statements like, “I've actually discovered there are three steps to making this decision” function as a headline. It teases the information he’s about to give us and makes us want to know more.
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Preview of Content Points

So far the introduction uses the same principles as selling videos to keep us engaged and build trust.

The goal of this video is to inform though. So, Tiago takes another minute to explain what those 3 steps are, and then he tells us what he’s going to talk about in this video.

As a viewer, you should never have to guess what you’re about to learn. It’s the educator’s/Youtuber’s job to tell you.

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From my 8 years of teaching, I learned one important lesson– people need to know their learning objectives so they know if they’ve met those objectives or not.

This puts the learner in charge of their own learning, which is a powerful motivator and keeps people more engaged.

Plus, when you do this in a YT video, your audience can decide if this video has the information we need (and not waste time).

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If you’re making content videos, put Tiago’s introduction in your swipe file.

If gear and lights are stopping you from making video though, my good friend Dan Bennett has launched his 3 Hour Studio to help entrepreneurs:

• get the right equipment
• transform your space into a studio you’re proud of
• look like a pro on camera so you can grow your audience and revenue

​Reach out to Dan when you’re ready to record content videos like the pro you are.

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​That’s it for this week!

Next week, I’ll dive into the structure and tone of Tiago’s message.

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Takeaway

• Skip the boring, “Hi, I’m…” intro
• Use direct response techniques in your YT videos to keep your audience engaged
• Your hook will make or break your video
• Now is the time to make content videos to grow your audience and business

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​⭐️⭐️⭐️⭐️⭐️ Super helpful!​

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​⭐️ ehhhh...no​

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Talk soon!
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Ame Proietti

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P.S Feel free to say hi on Linkedin or Twitter​

P.S.S Need help with your video script? Work 1:1 with me and let's turn your script into an impactful message