May 5, 2025 • 21 mins
Helping Ordinary Women Build Extraordinary Businesses, Brands, and Lives They Love While Unpacking Their Inner SHEEO with Episodes Enriching Your Mindset, Wealth, and Faith Factor
VISIT: RachelMedina.com or SHEEOX.com
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Rachel Medina is an Entrepreneur, TEDx Speaker, Christianpreneur, Mommypreneur and an ordinary woman who ditched the C-suite for the SHE-suite by tapping into the new and exciting laptop lifestyle in the SHEconemy, and who built multiple businesses from home, after divorce, as a single mother over 40!
The Rachel Unpacked Podcast is here to help you avoid common mistakes by learning the lessons she learned along the way! Whether you're a corporate baddie wanting to ditch the grind or a single momma ready to learn a new money making skillset from home, the Rachel Unpacked podcast is for you.
Access resources mentioned on this show here www.rachelmedina.com or at SHEEOX.com
As seen on: TEDx , Wharton School of Business, The Christian Channel, LATV's Get It Girl, Rompiendo El Silencio, David Meltzer's Playbook IG-LIVE, StartEmpire Wire Podcast, Jackie Hernandez Live, Canvas Rebel Magazine, SDvoyager Magazine, Keynote Women's Leadership Conference, to name a few
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Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
(00:00):
Welcome to another episode of the Rachel Unpacked podcast.
I am your host Rachel Medina andin every episode we talk about
mindset, wealth building and faith for every girlie who is
looking to change and level up her.
Life if. You want to follow me on social
media? You can do so at Rachel Medina
101 or visit my website rachelmedina.com.
But if you are ready to build a business in a life that you
(00:23):
love, head on over to our new She eox.com site.
Again, she EO. Dot com where you are going to
find a tribe of like minded business building dream aspiring
girlies just like you connecting, learning and growing
together. And a new CEO X Partnership
program means we attract the talented, experienced and
(00:45):
successful women who are ready. To teach you.
How they did it so that you can succeed too.
Let's go content creation. You have figured out that
there's no avoiding it, so you might as well get great at it.
This episode we are going to dive into the four principles of
video structure so that you can know each and every time almost
(01:06):
without even having to think it through what your video should
have in order to increase the opportunities for you and your
business online. OK, so let's get right into it.
What are the four key areas or structure points of a video?
It is topic, concept, hook and call to actions.
(01:27):
OK, there's four things. Topic.
It's basically your overall category.
If it's beauty, etcetera, right?Maybe it's entrepreneurship,
maybe it's life insurance. Whatever the core topic is,
whatever the core niche is, that's your topic.
Those are the basics. The next thing is concept.
So concepts are basically how you're presenting that topic,
(01:48):
that logic, that information, etcetera.
OK, your hook quickly identifieswho the video is for and
incorporates the topic so that in the first 3 seconds of the
video, the your target audience,your desired potential client,
your ideal client will see it and in three seconds instantly
(02:11):
know, oh, this is something I'm interested in, this is something
I identify with, or this is something I'm curious about or
what I've been thinking about. That's what happens in the first
3 seconds. That is the hook.
Lastly, the 4th one, call to actions.
This is how you want people to engage.
This isn't just click the link in my bio.
It's like, what do you? What is the action that you want
(02:35):
the audience to take? Do you want them to tag a
friend? It's like this is the
engagement. You get to get very intentional
about how you want them to engage.
Not that just not just that you want them to engage, but how?
So let's break this down, OK? Because we know that consistency
is everything. And what is actually consistency
(02:56):
at its core, It's literally you got a plan to succeed.
Otherwise, if you fail to plan, you can plan to fail.
It's cliche, but it's real. So when you're thinking about
batching and you're thinking about all the content you have
to do in order to be consistent and show up regularly, listen, I
still struggle with this, all this all this time later, but
(03:19):
this breakdown is actually what truly, truly has helped me, even
with regards to this podcast andanything else that I'm working
with. And when I'm mentoring others or
people contact me for advice, it's really easy.
It's like, I know the information and I've worked in
media for so many years that it's easy for me to sort of
(03:39):
regurgitate all of these things in a very structured, easily
digestible manner. But when it comes to executing
it myself, I just sit there like, so if you feel this like
gut wrenching pain of having to show up on social media and get
the job done and get it done well and consistently and often
and, and, and in a way that can be less painful, you're not
(04:02):
alone. But I got you.
I got you Boo Boo. We're going to get into it.
OK, So first and foremost, you got to identify an array of
topics. OK, So as you know, the four
things that we said, topic, concept, hook and call to
actions, you're going to be sitting there going well, OK,
topic, what do I think of what do I, what do I want to do?
Well, I'm going to use life insurance as an example because
(04:24):
I know several people in it, my son is in it.
And and when I say in it, it's like they either, you know, are
consumers of the product, you know, people that really hands
down, double down, triple down, believe in having a life
insurance policy, or there's people like my son and friends
who are in the industry. And so I'm going to use that as
an example. OK, so first of all, identifying
(04:44):
topic, the topic is life insurance and and there's so
many ways to skin a cat. There's not just one, right?
So you're going to go to social media, you're going to go to
Instagram, you go to TikTok and you're going to search the topic
and you're just going to literally type in life insurance
and see what others are saying. Pay attention.
Do they have a lot of comments? Pay attention.
Do they have a lot of views, youknow, engagements on Instagram?
(05:05):
It's going to get a little tougher to do this because they
are making changes where they'restepping away from vanity
metrics so that that way people,the average person can feel more
confident in posting, which I'm completely for.
But TikTok, you can still go there today at the time of this
recording and use it as a research tool for content.
So again, you know, your topic is, let's just say life
(05:27):
insurance. OK, The next thing is, OK, well,
how are you going to think aboutcreating essentially 20 videos
for life insurance, you know, without sounding like a broken
record? Well, the key is to accepting
that repetition is part of the formula.
And I know that that's really uncomfortable.
I know for me personally, it, you know, saying the same thing
(05:49):
over and over and over and over and over and over again, whether
it's on this podcast after several years, whether it's on
social media, whether it's in mymentorship, whether it's in the
community, whatever the case maybe.
It it's an it's an uncomfortablefeeling, but it's actually
necessary. So being an ad girly for over 30
years, you know, Coca-Cola, the message is the message is the
(06:10):
message. And they repeat it over and over
and over and over and over againand it is everywhere.
OK, So look at commercials and brands, major brands that are
like 100 years old, 50 years old, whatever the years old is.
And those principles still apply.
You can actually look at previous episodes of in this in
this season of Rachel unpacked and you will find where I'm
(06:31):
breaking down the marketing principles that have been around
forever. It's a great sort of pre or like
a like a pregame to this episodeif you really need to expand
your thought process around that.
OK, but here's the reality. We're going to take 20 topics.
OK, 20. We're going to make 20 videos
(06:52):
from the topic. So you're going to go to TikTok
and you're going to research, let's just say, life insurance.
Like I said earlier, maybe it's makeup, maybe it's whatever the
case may be. In my case, it's like
entrepreneurship, building community, you know, starting a
business, whatever the case may be, you're going to research
those topics or that topic and then you're going to really find
a few things. Here's what I want you to look
for. OK, Everyone's going to tell you
(07:12):
different things to look for, but here's what I'm going to
tell you to do. OK, Get really fast at spotting
what you like, what works, what comes naturally, and then hit
record and, and I think that if you follow that, OK, so getting
fast at spotting what you like, what you like, OK, what works,
(07:33):
In other words, what's working for them and what comes
naturally to you. And the reason I'm saying what
comes naturally to you is because I want you to be able to
ease the pain of creating this content like it's a lot of
videos. 20 is actually not a lotof videos in the scope of what
it takes to actually move the needle by way of sales, revenue,
(07:53):
you know, fame, notoriety, authority building, whatever the
case may be. But we're starting with 20 and
we're going to breakthrough because you're not going to
focus on what you're not good at.
You're not going to focus on trying to get better at
something you're not good at. You're going to focus on what am
I already good at? Like, what can I already talk
about for like 10 minutes straight, OK, if given the
(08:13):
opportunity. So that's what I mean.
So when you're searching on social media, you know, with
your topic on your niche, seeinghow others do it, OK, we're
going to kind of somewhat still like an artist here looking at
what others do, how they do it, but really identifying the angle
of the topic that you are like, oh, that's so mean.
Like I could I could do that. OK, That's what you want to
(08:36):
choose first. OK, Don't choose the one that
the Gurley got a million views, but it's that it's not natural
to you. And the and the other bonus, by
the way, to choosing what comes naturally to you is
authenticity. I am all in on saying choose
authenticity as much as possible.
(08:57):
Obviously, you know, selling andselling, you always want to put
your best foot forward and projecting, you know, success
and positivity and lead with your best foot.
Of course, absolutely. But you want to again, lean into
what is the most true for you and the most authentic for you.
You know, not putting graphics on the screen that oh, I made
$100,000 yesterday selling this digital product.
(09:20):
It's like, come on, you guys, like, but if you made $10, yes,
today selling a digital product,Oh my God, you should be so
excited. It's like money out of thin air.
And you should be screaming fromthe mountaintops about that.
Like we're going to be going anddo the CEO community talking
about TikTok Shop, for example. And we're rolling things out
somewhat slowly. Why?
(09:41):
Because we're personally going in and testing the concept.
We're personally going in and doing TikTok shop and
documenting the journey and trying all the things and
failing and finding what's winning.
And I'm at the time of this recording doing about $50 a day
on TikTok shop, whether I post or not because of older videos.
(10:01):
And, and guess what? I'm very proud of it.
So I don't have to wait until I'm doing $5000 a day like some
of these girls are in order to feel successful.
So you want to just really have that in mind that, you know,
imposter syndrome is debatably areal thing for many and, and
just lean into what's authentic for you.
(10:22):
OK, and, and, and that's the thegoal here with these 20 videos.
The next thing, OK, once you've done your research and you're
like, you know what, I researched life insurance or
beauty or entrepreneurship, and I found these 20 angles right to
that topic. Wonderful.
You got them, you're ready to go.
Next, you're going to look at concepts.
(10:42):
OK, so you're going to look at your niche and you're going to
sit there and say, OK, how many versions can I create from the
from the one from the one niche,right?
So this is like, is it vlog style day in the life?
Am I going to am I going to be talking about this while I'm
doing my makeup? Am I going to go out on a walk
and do it? Am I going to do voiceless A
(11:03):
voiceless video with B roll and just put text on screen or
something kind of dramatic that they should know?
Am I going to do maybe a video series about the product
service, you know the topic essentially, right?
Should I do a video series on this right, leading the the
leading the audience on a journey and that ultimately ends
up at Oh my God, that's horrificor Oh my God, that's wonderful.
(11:27):
I should get life insurance. Okay, as an example, people also
do reactions to other people's videos.
So if you find that you're stillgetting stuck and you're really
hesitating to formulate your thoughts and communicate them on
camera effectively and it doesn't come naturally, find
that same video that you saw that felt like it resonated with
(11:49):
you in the direction that, you know, you want to take your
audience and your potential future clients and, and stitch
their video or react to their video or play a little snippet
of their video. And then you can finish the rest
of it in a statement. So that that works really well
right now. Even people like Gary Vee do it
and, and different creators in the thought leadership space are
(12:09):
doing it. And it's, it's just really nice
and you get to add sort of your spin to it without feeling like
you're stealing from them. You know, you're essentially
sharing their video and giving them credit, but adding your two
cents. And then it's still in the in an
authority builder, which is really nice.
OK, the next thing is the hooks.OK, so now you have your sort of
(12:30):
20 versions of your topic. You've identified the different
ways for each of those 20 videosthat you could do.
So let's just say video number one in the 20 video stack, you
can do 5 different versions. You're going to do 1 version
where you're, like I said in theconcepts where you're doing your
makeup, 1 is going to be like you're, you're doing dishes and
talking about it. One is is, you know, B roll with
(12:50):
voice over 1 is, you know, voiceless, maybe some music and
text on screen. So you see what I'm saying?
Like you can literally pump out five videos for every one of
those original 20 that you pulled.
And then and then what you do onthe beta test to see how this is
all going to work for those fiveOK versions of the one.
(13:11):
I hope you're following the mathhere.
You're going to be able to then create sort of three second
hooks for those. You're going to be able to do
variations of this. So how the first 3 seconds of
each of those 5 can be completely customizable,
completely different from one another.
And now, right, you went from 20video stacks, let's just say
(13:33):
originally a stack of 20 videos.And for each one of those 20,
you're going to do 5 different concepts, OK.
And then for each of those five concepts, you can do, you know,
three different types of videos with different hooks, different
starters and, and different things that kind of, you know,
move them to watch that lure them in, that hook them in to
(13:53):
watch. So for example, you can just
simply change the text on the screen.
It could be almost like the same, but you change the text on
the screen. You can add slight movement at
the very beginning. You'll see videos that start
with like a drag, like almost like the phone is moving from
like the floor to the, to their face, right?
That little sweep that's essentially a hook.
(14:15):
It's a, it's a motion hook rightat the start of the, the camera,
the footage. You can add a highlight from the
original video that you filmed. You can sort of like a highlight
or a peak or sort of a dramatic point of that video.
You can, YouTube does this a lot.
You can actually start the first3 seconds with that.
(14:35):
It's almost like when they swipeup and they or they scroll, it's
almost like it's mid, like midway through the video.
It's like 3 seconds of that. And then you make that little
punch and they go, huh, OK, likeI wanna like, wait, what's the
beginning of this conversation? And then the video actually
starts from the beginning and then they encounter that little
snippet that you did in the beginning.
They encounter it somewhere in the middle of the video.
(14:57):
So I hope that's making sense toyou.
But there's a lot of different things that you could do with
the first 3 seconds. And the reason I'm saying 3
seconds is because even on my own analytics for my social
media, specifically on TikTok, Ican see at what point people are
dropping off. Like, in other words, they're
just scrolling up. And if they stay for the first 3
(15:19):
seconds, the chances are they stayed for a good 25 to 100% of
the video. But I can see in the videos that
don't perform as well, they dropped off at 2 seconds.
They dropped off at 2 seconds. And so that's why everybody
who's a guru that's teaching youhow to go viral on social media
is. Talking about the hooks.
(15:40):
And talking about how to keep them engaged in the first 3
seconds. By the way, this can happen
using what's called a negative hook.
Negative hooks are one of my favourites because I just did a
video today actually for TikTok shop and it's like this food
product. And I started off by showing the
(16:01):
food product and then and then showing a picture of my grandma.
And I was like, is she gonna be disappointed in me for using
this product? You know, when I'm trying to
cook authentic Mexican food? So, you know, or it could be, Oh
my gosh, I almost got scammed. You know, I almost overpaid for
this. But you know, you don't have to
because da, da, da, da, whateverthe case may be, you can use a
(16:21):
negative hook and specifically life insurance.
You could say something like, you know, every day 250,000
people die on a car accident on their way to work.
It's for a job. They don't even like, you know,
something like that. I just made it up on the whim.
But I'm just giving you an example.
So you could do something shocking.
(16:41):
You can use sort of this like negative thing because
negativity unfortunately spreadsfurther and faster than
positivity, But and then you canflip it all around in your video
the next thing. So now you have the 20 topic,
you've got your topics and you got your 20 videos to go with
that topic. Based on your research, you came
up with five different, you know, concepts for each of those
(17:03):
20 videos. You came up with three different
hook variations for each of those five styles per per video.
And then now you want to get into your Ctas.
Like what are you saying in the video regarding the call to
action? This is how you want them to
behave and engage with their with your video.
(17:24):
OK, Do you want them to save thevideo?
Hey, save this video and come back, you know, go do this one
thing and save this video. Go do that one thing and then
come back and tell me how it worked out for you.
Or you know, tag someone that really needs to hear this today,
you know, share, follow, click, Lincoln bio, et cetera.
(17:44):
You are determining and you should know this when you're
creating the video. You should already know and have
an idea in a sense of what you want them to do with the video.
And so this is about getting intentional.
You know that I've talked about the power of intention.
So this is even a reminder for me.
It's like, you know, I know thisstuff, but I don't always
(18:05):
practice it and structuring it in this way.
You know, Denny's really great at saying, you know, Rachel,
like, you know, a lot of stuff in that noodle pot of yours.
But like, if there's a way for you to like structure it, put it
on a document, put it in a course, you know, put it in a
coaching program, videos or whatever, like people will love
it. So this is that.
OK. So take your notes.
Hopefully re listen to this episode, share it with a friend
(18:26):
and that way you have it down and eventually it'll become like
muscle memory. So think of it this way.
Those 20 videos can easily become 100 videos with the
structure and 100 videos is likehaving 100 lottery tickets.
You know, think scratchers like you simply don't know if you'll
hit the viral jackpot, but several of them might get small
(18:49):
wins that add up over time. I was looking at the analytics
for my Instagram, which I don't post very often.
I have I believe I might have just hit 200 posts.
I might still be slightly under,but I think I just hit 200
posts. This, you know, this recent
maybe month or whatever. And that's not a lot of posts in
(19:10):
the, in the scope of things of somebody trying to build
authority or build their business.
It's actually very bleak. However, what was difficult is
that like I would post because Idon't post consistently when I
would post, the reels would get like 500 views, 1200 views if
I'm lucky. Sometimes a couple would do
20,000 or something like that, but very few and far between.
(19:31):
However, when I look at the, the, the analytics for my
Instagram on a monthly basis, this, it's becoming like a
normal thing for my Instagram tohave 250,000 views on my
Instagram, not on any given post, just like collectively and
for the month. And when I did that, when I did
see that and I started to see that, I was like very confused
by it. And my son who just is, he just
(19:54):
thinks in math. That's just how his brain works.
And he said, well, how many videos you have up there?
And I showed him my account and he goes, OK, well, if you take,
you know, the number of days in a month by the number of videos
you have and that number of reach, right, the 250,000,
that's only whatever he came up with.
It was like like 20 views per video a day.
Like, you know, it's still low per SE, right?
Per video. Nothing earth shattering but it
(20:17):
adds up. So that is my message to you
today. Just post, post post, but have
intention. Do do use this framework, you
guys. It will work for you over time.
Eventually you won't even have to like think it.
You'll just know to put in the topic.
You know to be mindful of your topic, your concept, your hook
and your call to action. And then you will be good to go
(20:38):
and creating those different hook variations and different
concept variations for each of those 20.
And you'll end up with 100 videos.
And like, you know, a matter of hours.
You hear people talk about like,oh, this is how I created 100
pieces of content in one hour. I mean, they're using, you know,
technology to some degree. But for you, it's like, you can
absolutely start this way and schedule out your content and
(21:00):
it's working for you and it's authoritative and it's
entertaining and it's, and it's stimulating because it's not the
same type of thing over and overand over again, Especially like
you see in life insurance, everybody's doing the talking
head videos with the bubbly textpopping up on the screen.
And it just like everybody's looking the same.
This, my dear, is how you are going to stand out and win
(21:23):
moving forward. Let's go.
Welcome to another episode of the Rachel Unpacked podcast.
I am your host Rachel Medina andin every episode we talk about
mindset, wealth building and faith for every girlie who is
looking to change and level up her.
Life if. You want to follow me on social
media? You can do so at Rachel Medina
101 or visit my website rachelmedina.com.
But if you are ready to build a business in a life that you
(00:23):
love, head on over to our new She eox.com site.
Again, she EO. Dot com where you are going to
find a tribe of like minded business building dream aspiring
girlies just like you connecting, learning and growing
together. And a new CEO X Partnership
program means we attract the talented, experienced and
(00:45):
successful women who are ready. To teach you.
How they did it so that you can succeed too.
Let's go content creation. You have figured out that
there's no avoiding it, so you might as well get great at it.
This episode we are going to dive into the four principles of
video structure so that you can know each and every time almost
(01:06):
without even having to think it through what your video should
have in order to increase the opportunities for you and your
business online. OK, so let's get right into it.
What are the four key areas or structure points of a video?
It is topic, concept, hook and call to actions.
(01:27):
OK, there's four things. Topic.
It's basically your overall category.
If it's beauty, etcetera, right?Maybe it's entrepreneurship,
maybe it's life insurance. Whatever the core topic is,
whatever the core niche is, that's your topic.
Those are the basics. The next thing is concept.
So concepts are basically how you're presenting that topic,
(01:48):
that logic, that information, etcetera.
OK, your hook quickly identifieswho the video is for and
incorporates the topic so that in the first 3 seconds of the
video, the your target audience,your desired potential client,
your ideal client will see it and in three seconds instantly
(02:11):
know, oh, this is something I'm interested in, this is something
I identify with, or this is something I'm curious about or
what I've been thinking about. That's what happens in the first
3 seconds. That is the hook.
Lastly, the 4th one, call to actions.
This is how you want people to engage.
This isn't just click the link in my bio.
It's like, what do you? What is the action that you want
(02:35):
the audience to take? Do you want them to tag a
friend? It's like this is the
engagement. You get to get very intentional
about how you want them to engage.
Not that just not just that you want them to engage, but how?
So let's break this down, OK? Because we know that consistency
is everything. And what is actually consistency
(02:56):
at its core, It's literally you got a plan to succeed.
Otherwise, if you fail to plan, you can plan to fail.
It's cliche, but it's real. So when you're thinking about
batching and you're thinking about all the content you have
to do in order to be consistent and show up regularly, listen, I
still struggle with this, all this all this time later, but
(03:19):
this breakdown is actually what truly, truly has helped me, even
with regards to this podcast andanything else that I'm working
with. And when I'm mentoring others or
people contact me for advice, it's really easy.
It's like, I know the information and I've worked in
media for so many years that it's easy for me to sort of
(03:39):
regurgitate all of these things in a very structured, easily
digestible manner. But when it comes to executing
it myself, I just sit there like, so if you feel this like
gut wrenching pain of having to show up on social media and get
the job done and get it done well and consistently and often
and, and, and in a way that can be less painful, you're not
(04:02):
alone. But I got you.
I got you Boo Boo. We're going to get into it.
OK, So first and foremost, you got to identify an array of
topics. OK, So as you know, the four
things that we said, topic, concept, hook and call to
actions, you're going to be sitting there going well, OK,
topic, what do I think of what do I, what do I want to do?
Well, I'm going to use life insurance as an example because
(04:24):
I know several people in it, my son is in it.
And and when I say in it, it's like they either, you know, are
consumers of the product, you know, people that really hands
down, double down, triple down, believe in having a life
insurance policy, or there's people like my son and friends
who are in the industry. And so I'm going to use that as
an example. OK, so first of all, identifying
(04:44):
topic, the topic is life insurance and and there's so
many ways to skin a cat. There's not just one, right?
So you're going to go to social media, you're going to go to
Instagram, you go to TikTok and you're going to search the topic
and you're just going to literally type in life insurance
and see what others are saying. Pay attention.
Do they have a lot of comments? Pay attention.
Do they have a lot of views, youknow, engagements on Instagram?
(05:05):
It's going to get a little tougher to do this because they
are making changes where they'restepping away from vanity
metrics so that that way people,the average person can feel more
confident in posting, which I'm completely for.
But TikTok, you can still go there today at the time of this
recording and use it as a research tool for content.
So again, you know, your topic is, let's just say life
(05:27):
insurance. OK, The next thing is, OK, well,
how are you going to think aboutcreating essentially 20 videos
for life insurance, you know, without sounding like a broken
record? Well, the key is to accepting
that repetition is part of the formula.
And I know that that's really uncomfortable.
I know for me personally, it, you know, saying the same thing
(05:49):
over and over and over and over and over and over again, whether
it's on this podcast after several years, whether it's on
social media, whether it's in mymentorship, whether it's in the
community, whatever the case maybe.
It it's an it's an uncomfortablefeeling, but it's actually
necessary. So being an ad girly for over 30
years, you know, Coca-Cola, the message is the message is the
(06:10):
message. And they repeat it over and over
and over and over and over againand it is everywhere.
OK, So look at commercials and brands, major brands that are
like 100 years old, 50 years old, whatever the years old is.
And those principles still apply.
You can actually look at previous episodes of in this in
this season of Rachel unpacked and you will find where I'm
(06:31):
breaking down the marketing principles that have been around
forever. It's a great sort of pre or like
a like a pregame to this episodeif you really need to expand
your thought process around that.
OK, but here's the reality. We're going to take 20 topics.
OK, 20. We're going to make 20 videos
(06:52):
from the topic. So you're going to go to TikTok
and you're going to research, let's just say, life insurance.
Like I said earlier, maybe it's makeup, maybe it's whatever the
case may be. In my case, it's like
entrepreneurship, building community, you know, starting a
business, whatever the case may be, you're going to research
those topics or that topic and then you're going to really find
a few things. Here's what I want you to look
for. OK, Everyone's going to tell you
(07:12):
different things to look for, but here's what I'm going to
tell you to do. OK, Get really fast at spotting
what you like, what works, what comes naturally, and then hit
record and, and I think that if you follow that, OK, so getting
fast at spotting what you like, what you like, OK, what works,
(07:33):
In other words, what's working for them and what comes
naturally to you. And the reason I'm saying what
comes naturally to you is because I want you to be able to
ease the pain of creating this content like it's a lot of
videos. 20 is actually not a lotof videos in the scope of what
it takes to actually move the needle by way of sales, revenue,
(07:53):
you know, fame, notoriety, authority building, whatever the
case may be. But we're starting with 20 and
we're going to breakthrough because you're not going to
focus on what you're not good at.
You're not going to focus on trying to get better at
something you're not good at. You're going to focus on what am
I already good at? Like, what can I already talk
about for like 10 minutes straight, OK, if given the
(08:13):
opportunity. So that's what I mean.
So when you're searching on social media, you know, with
your topic on your niche, seeinghow others do it, OK, we're
going to kind of somewhat still like an artist here looking at
what others do, how they do it, but really identifying the angle
of the topic that you are like, oh, that's so mean.
Like I could I could do that. OK, That's what you want to
(08:36):
choose first. OK, Don't choose the one that
the Gurley got a million views, but it's that it's not natural
to you. And the and the other bonus, by
the way, to choosing what comes naturally to you is
authenticity. I am all in on saying choose
authenticity as much as possible.
(08:57):
Obviously, you know, selling andselling, you always want to put
your best foot forward and projecting, you know, success
and positivity and lead with your best foot.
Of course, absolutely. But you want to again, lean into
what is the most true for you and the most authentic for you.
You know, not putting graphics on the screen that oh, I made
$100,000 yesterday selling this digital product.
(09:20):
It's like, come on, you guys, like, but if you made $10, yes,
today selling a digital product,Oh my God, you should be so
excited. It's like money out of thin air.
And you should be screaming fromthe mountaintops about that.
Like we're going to be going anddo the CEO community talking
about TikTok Shop, for example. And we're rolling things out
somewhat slowly. Why?
(09:41):
Because we're personally going in and testing the concept.
We're personally going in and doing TikTok shop and
documenting the journey and trying all the things and
failing and finding what's winning.
And I'm at the time of this recording doing about $50 a day
on TikTok shop, whether I post or not because of older videos.
(10:01):
And, and guess what? I'm very proud of it.
So I don't have to wait until I'm doing $5000 a day like some
of these girls are in order to feel successful.
So you want to just really have that in mind that, you know,
imposter syndrome is debatably areal thing for many and, and
just lean into what's authentic for you.
(10:22):
OK, and, and, and that's the thegoal here with these 20 videos.
The next thing, OK, once you've done your research and you're
like, you know what, I researched life insurance or
beauty or entrepreneurship, and I found these 20 angles right to
that topic. Wonderful.
You got them, you're ready to go.
Next, you're going to look at concepts.
(10:42):
OK, so you're going to look at your niche and you're going to
sit there and say, OK, how many versions can I create from the
from the one from the one niche,right?
So this is like, is it vlog style day in the life?
Am I going to am I going to be talking about this while I'm
doing my makeup? Am I going to go out on a walk
and do it? Am I going to do voiceless A
(11:03):
voiceless video with B roll and just put text on screen or
something kind of dramatic that they should know?
Am I going to do maybe a video series about the product
service, you know the topic essentially, right?
Should I do a video series on this right, leading the the
leading the audience on a journey and that ultimately ends
up at Oh my God, that's horrificor Oh my God, that's wonderful.
(11:27):
I should get life insurance. Okay, as an example, people also
do reactions to other people's videos.
So if you find that you're stillgetting stuck and you're really
hesitating to formulate your thoughts and communicate them on
camera effectively and it doesn't come naturally, find
that same video that you saw that felt like it resonated with
(11:49):
you in the direction that, you know, you want to take your
audience and your potential future clients and, and stitch
their video or react to their video or play a little snippet
of their video. And then you can finish the rest
of it in a statement. So that that works really well
right now. Even people like Gary Vee do it
and, and different creators in the thought leadership space are
(12:09):
doing it. And it's, it's just really nice
and you get to add sort of your spin to it without feeling like
you're stealing from them. You know, you're essentially
sharing their video and giving them credit, but adding your two
cents. And then it's still in the in an
authority builder, which is really nice.
OK, the next thing is the hooks.OK, so now you have your sort of
(12:30):
20 versions of your topic. You've identified the different
ways for each of those 20 videosthat you could do.
So let's just say video number one in the 20 video stack, you
can do 5 different versions. You're going to do 1 version
where you're, like I said in theconcepts where you're doing your
makeup, 1 is going to be like you're, you're doing dishes and
talking about it. One is is, you know, B roll with
(12:50):
voice over 1 is, you know, voiceless, maybe some music and
text on screen. So you see what I'm saying?
Like you can literally pump out five videos for every one of
those original 20 that you pulled.
And then and then what you do onthe beta test to see how this is
all going to work for those fiveOK versions of the one.
(13:11):
I hope you're following the mathhere.
You're going to be able to then create sort of three second
hooks for those. You're going to be able to do
variations of this. So how the first 3 seconds of
each of those 5 can be completely customizable,
completely different from one another.
And now, right, you went from 20video stacks, let's just say
(13:33):
originally a stack of 20 videos.And for each one of those 20,
you're going to do 5 different concepts, OK.
And then for each of those five concepts, you can do, you know,
three different types of videos with different hooks, different
starters and, and different things that kind of, you know,
move them to watch that lure them in, that hook them in to
(13:53):
watch. So for example, you can just
simply change the text on the screen.
It could be almost like the same, but you change the text on
the screen. You can add slight movement at
the very beginning. You'll see videos that start
with like a drag, like almost like the phone is moving from
like the floor to the, to their face, right?
That little sweep that's essentially a hook.
(14:15):
It's a, it's a motion hook rightat the start of the, the camera,
the footage. You can add a highlight from the
original video that you filmed. You can sort of like a highlight
or a peak or sort of a dramatic point of that video.
You can, YouTube does this a lot.
You can actually start the first3 seconds with that.
(14:35):
It's almost like when they swipeup and they or they scroll, it's
almost like it's mid, like midway through the video.
It's like 3 seconds of that. And then you make that little
punch and they go, huh, OK, likeI wanna like, wait, what's the
beginning of this conversation? And then the video actually
starts from the beginning and then they encounter that little
snippet that you did in the beginning.
They encounter it somewhere in the middle of the video.
(14:57):
So I hope that's making sense toyou.
But there's a lot of different things that you could do with
the first 3 seconds. And the reason I'm saying 3
seconds is because even on my own analytics for my social
media, specifically on TikTok, Ican see at what point people are
dropping off. Like, in other words, they're
just scrolling up. And if they stay for the first 3
(15:19):
seconds, the chances are they stayed for a good 25 to 100% of
the video. But I can see in the videos that
don't perform as well, they dropped off at 2 seconds.
They dropped off at 2 seconds. And so that's why everybody
who's a guru that's teaching youhow to go viral on social media
is. Talking about the hooks.
(15:40):
And talking about how to keep them engaged in the first 3
seconds. By the way, this can happen
using what's called a negative hook.
Negative hooks are one of my favourites because I just did a
video today actually for TikTok shop and it's like this food
product. And I started off by showing the
(16:01):
food product and then and then showing a picture of my grandma.
And I was like, is she gonna be disappointed in me for using
this product? You know, when I'm trying to
cook authentic Mexican food? So, you know, or it could be, Oh
my gosh, I almost got scammed. You know, I almost overpaid for
this. But you know, you don't have to
because da, da, da, da, whateverthe case may be, you can use a
(16:21):
negative hook and specifically life insurance.
You could say something like, you know, every day 250,000
people die on a car accident on their way to work.
It's for a job. They don't even like, you know,
something like that. I just made it up on the whim.
But I'm just giving you an example.
So you could do something shocking.
(16:41):
You can use sort of this like negative thing because
negativity unfortunately spreadsfurther and faster than
positivity, But and then you canflip it all around in your video
the next thing. So now you have the 20 topic,
you've got your topics and you got your 20 videos to go with
that topic. Based on your research, you came
up with five different, you know, concepts for each of those
(17:03):
20 videos. You came up with three different
hook variations for each of those five styles per per video.
And then now you want to get into your Ctas.
Like what are you saying in the video regarding the call to
action? This is how you want them to
behave and engage with their with your video.
(17:24):
OK, Do you want them to save thevideo?
Hey, save this video and come back, you know, go do this one
thing and save this video. Go do that one thing and then
come back and tell me how it worked out for you.
Or you know, tag someone that really needs to hear this today,
you know, share, follow, click, Lincoln bio, et cetera.
(17:44):
You are determining and you should know this when you're
creating the video. You should already know and have
an idea in a sense of what you want them to do with the video.
And so this is about getting intentional.
You know that I've talked about the power of intention.
So this is even a reminder for me.
It's like, you know, I know thisstuff, but I don't always
(18:05):
practice it and structuring it in this way.
You know, Denny's really great at saying, you know, Rachel,
like, you know, a lot of stuff in that noodle pot of yours.
But like, if there's a way for you to like structure it, put it
on a document, put it in a course, you know, put it in a
coaching program, videos or whatever, like people will love
it. So this is that.
OK. So take your notes.
Hopefully re listen to this episode, share it with a friend
(18:26):
and that way you have it down and eventually it'll become like
muscle memory. So think of it this way.
Those 20 videos can easily become 100 videos with the
structure and 100 videos is likehaving 100 lottery tickets.
You know, think scratchers like you simply don't know if you'll
hit the viral jackpot, but several of them might get small
(18:49):
wins that add up over time. I was looking at the analytics
for my Instagram, which I don't post very often.
I have I believe I might have just hit 200 posts.
I might still be slightly under,but I think I just hit 200
posts. This, you know, this recent
maybe month or whatever. And that's not a lot of posts in
(19:10):
the, in the scope of things of somebody trying to build
authority or build their business.
It's actually very bleak. However, what was difficult is
that like I would post because Idon't post consistently when I
would post, the reels would get like 500 views, 1200 views if
I'm lucky. Sometimes a couple would do
20,000 or something like that, but very few and far between.
(19:31):
However, when I look at the, the, the analytics for my
Instagram on a monthly basis, this, it's becoming like a
normal thing for my Instagram tohave 250,000 views on my
Instagram, not on any given post, just like collectively and
for the month. And when I did that, when I did
see that and I started to see that, I was like very confused
by it. And my son who just is, he just
(19:54):
thinks in math. That's just how his brain works.
And he said, well, how many videos you have up there?
And I showed him my account and he goes, OK, well, if you take,
you know, the number of days in a month by the number of videos
you have and that number of reach, right, the 250,000,
that's only whatever he came up with.
It was like like 20 views per video a day.
Like, you know, it's still low per SE, right?
Per video. Nothing earth shattering but it
(20:17):
adds up. So that is my message to you
today. Just post, post post, but have
intention. Do do use this framework, you
guys. It will work for you over time.
Eventually you won't even have to like think it.
You'll just know to put in the topic.
You know to be mindful of your topic, your concept, your hook
and your call to action. And then you will be good to go
(20:38):
and creating those different hook variations and different
concept variations for each of those 20.
And you'll end up with 100 videos.
And like, you know, a matter of hours.
You hear people talk about like,oh, this is how I created 100
pieces of content in one hour. I mean, they're using, you know,
technology to some degree. But for you, it's like, you can
absolutely start this way and schedule out your content and
(21:00):
it's working for you and it's authoritative and it's
entertaining and it's, and it's stimulating because it's not the
same type of thing over and overand over again, Especially like
you see in life insurance, everybody's doing the talking
head videos with the bubbly textpopping up on the screen.
And it just like everybody's looking the same.
This, my dear, is how you are going to stand out and win
(21:23):
moving forward. Let's go.
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