The Central Topic of Your Video

The Central Topic

Now we’re going to start crafting what marketers call the “Big Hook.” This statement should take about 20 seconds to deliver, focusing on the central topic of your video. 

This is where you start building trust. 

Choose one of the following:

  • A pain point
  • A desired outcome
  • A myth busted (Did you know…)
  • A lightbulb moment
  • A big difference 

Here’s an example on how you write your big hook’s leading statement: 

  • “When I discovered <solution>, I became immediately obsessed with <desired outcome>!” 

Let’s say your prospect is a busy small business owner looking for answers on how they can write their own marketing copy effectively, but they don’t know copywriting. These are people who find writing an impossible task but still need to do it. 

They are looking for easy-to-follow, step-by-step instructions so they can do this on their own. Their pain point would be their lack of knowledge in writing, coupled with a strong desire to communicate their message with the world. They are actively publishing, but their message is not clear. Visitors aren’t sticking around long enough to consume their content, and they’re not getting any sales. 

Given this scenario, my leading statement should look something like this:

  • “When I learned about Joe’s copywriting for busy professionals, I immediately became obsessed with effective writing! Now I’m getting qualified leads and sales almost effortlessly, every day.”

Next you can gently reel your viewer in with a testimonial, something like: 

  • “What I loved about <solution> the most is how <short testimonial of success (the lightbulb moment outlining successful outcome)>…”  
  • “What I loved about Joe’s copywriting for busy professionals the most is how easy it was for me to start writing my own scripts! I immediately started generating leads and getting sales!

In the next article I’ll show you how to continue to reel them in.