Story Structure

HOOK 10 Seconds Intro

Video
- Address an Issue
or make an
Emotional
Connection w/
audience
- Ask Question
- Share a thought-
provoking fact
- Provide Tip
INTRO - Introduce your
self
- Sometime you
don’t need
VALUE - Chunck of video There are two main
- How can we add things to think about -
value to the structure, and your
audience while writing style
keep them
engaged. VIDEO Structure:
1. Listicle Structure
2. Triplet Structure
3. Quarter Struture
4. Story Structure

Listicle:
The more you
spek from
personal
experience, the
lower lift the
creating
consistent videos
will be

It is great becaue
you can literally
riff off 5-10 things
and provide clear
value to your
audience while
doing so.

Triplet Video:
For topics where
you have 3
 broader
statements, but
you want to give
the audience
actions within
those.

Within each of
your points,
you’ve got a
number of
smaller points

Story

It also works
greate for sales
videos when you
want the audnce
to follow a CTA
Creative way of
getting your
points

Quartet
Why, what, how
and what if.

For educational
videos
For topic where
you to convince
the user that said
topic is going to
be a positive
change

B-roll
Voice over
Avoid repetation
Define each point and
the key message in
your script and try to
train yourself to
 sticking to it.
Think different way to
present in memorable
way: so use familiar
object in b-roll, add
funny headings.

Types of Videos:

1. Discoverable
I am Jam, and defend people in court
I help Mr. X to get freedom and win his case
I help Mr. X do Y by Z
2. Community
3. Sales

Production Checklist

 [ ] Create 10 Title Ideas and bold favourite

 [ ] Create 3 Thumbnail Suggestions and select fav
 [ ] Structure and Plan Script
o [ ]  Arrange call with Ali for notes (if necessary)
o [ ] Identify 5 possible branding components
 [ ] Write script
 [ ] Get script checked by second person
o [ ] Make necessary edits/changes.
 [ ] Ready to film?
 [ ] Filmed
 [ ] Sent to Editor?
 [ ] Edited

Publishing Checklist

 [ ] ‼️If sponsored, upload ad-free version to Nebula and release

anytime before the main channel video is released.
 [ ] Add description
o [ ] A few sentences about the video in a friendly fashion, below
the sponsor CTA (without a 'hey guys' or 'hey friends', just the
description)
o [ ] Ensure sponsor CTA includes all needed detail and test link
 [ ] Add tags
 [ ] Add end screen (create custom playlist if needed)
 [ ] Send to Rev for captioning once uploaded as Unlisted
 [ ] Add video to most relevant playlist
 [ ] Schedule video for publish date at 5-6pm GMT based on VidIQ

Promotion Checklist
  [ ] If sponsored, mark as published on Hello and send link to sponsor
 [ ] Add pinned comment with sponsor CTA / timestamps to YouTube
video.
 [ ] Share video to Twitter - "hey friends, just uploaded a new video
about X, would love it if you could check it out [LINK]"
 [ ] Instagram Story - Post video thumbnail (the one used in the video)
as an Instagram story with swipe-up link to video. "Hey friends, just
released a new video about X" above the image. "Swipe up to check
it out xx" underneath the image.
 [ ] Share Instagram POST 24hrs later with alternative thumbnail in
4x5 saying "hey friends, just uploaded a new video about X, link in
bio xx"

💉 Remix Checklist

🐥 Twitter

 [ ] Turn into tweet thread of key points, with final tweet in thread = link
to the video. Aim to post the day after video goes live on YouTube.
Each tweet in thread with an emoji.

📸 Instagram

 [ ] Turn into instagram carousel (where possible) based on twitter

thread text and emojis. Aim to post 2 days after video goes live on
YouTube.

📉 Linkedin

 [ ] Turn into Linkedin post based on tweet thread of key points (and
emojis), link to actual video in a comment on Linkedin, not within the
post itself. Aim to post within 48h of video going live on YouTube.

✍️Blog

 [ ] Turn into native blog post and embed video right at the top

✍️Notes

⛰ Tell the Story (answer question to have story)

1. Who is the character?

2. What do they want?
3. Why can’t they get what they want?
4. What are the stakes? Ie: What will happen if they don’t get what
they want?
5. Who or what helps them?
6. How do they get what they want?
7. How are they transformed by this experience?

- 3 Acts Story Structure

- Hero Journey Structure
o i.e using new cellphone
-
Branding Components

<🔥 Aim to get at least 5 of these, from different categoreis, into all videos.

 ✨ Values
1. Freedom - Avoid being shackled to a job you don’t enjoy
2. Efficiency - If we can get the stuff we have to do **done
efficiently, we can spend more time and energy on the stuff
we want to do.

3. Journey Before Destination - This is one of the ideals of

the Knights Radiant from Brandon Sanderson’s The Stormlight
Archive series. I fully embrace this. Similar to Miley Cyrus’ “Ain’t
about how fast I get there. Ain’t about what’s waiting on the
other side. It’s the climb”. I’ve referenced both these many
times in videos.
 4. Diversification = If we can diversify our interests and our
identity, we’re more antifragile. It’s more fun to be a jack of all
trades than a master of one.

5. Lifelong Learning = Learning stuff is really fun. Being on the

steep bit of the learning curve is incredibly satisfying.
6. Happiness is a Choice
7. Relationships are the most important things in life

 🪙 Icons + Tokens
1. Harry Potter references - Hermione (Tesla), Luna
(headphones), Aragog (spider plant)
2. Speeding everything up - Speed typing, speed reading, speed
listening
3. Notion
4. iPad Pro
5. Gymshark Athlete reference
6. NEW - Tea
7. NEW - Reading a weird book at the start of the video - medical?
romance?
 📣 Rituals

1. NEW - Join me for a cup of tea as we talk about X

2. NEW - Opening book? Oh hey friends, didn't see you. Welcome
back to the channel.
3. Hey friends, welcome back to the channel
4. If you're new here, my name is Ali, I'm a doctor based in the UK
5. On this channel we explore the strategies and tools that help us
live healthier, happier, more productive lives
 🍼 Origin Story
 💬 Language
1. #flex
2. Wasteman
3. Productivity greasemonkey
4. Hey friends
5. Heathens
6. Motivation is a Myth
7. Morning Dump
8. Gymshark Athlete
9. Flex
10. Lol
11. Doing a Poo
12. Active Recall
13. Spaced Repetition
 📚 Mentors
 1. NEW - Brother = Life Coach?
2. Tim Ferriss
3. Austin Kleon
4. Derek Sivers
5. Gary Vaynerchuk
6. Brandon Sanderson
 🦸 Superpowers
1. Productivity
2. Academic stuff
3. Speed Stuff Up
4. Coding
5. FI / Passive Income
6. Music
7. Learning
 😈 Pagans
 🐶 Recurring Characters

In this video I will use these 5 Branding Components

1.

🐝 HIVEs Framework

🎣 1. Hook

 Guidance

💡 The first 15 seconds should immediately reinforce the value

proposition that was promised in the title + thumbnail. We no longer
want an extended 'welcome back to the channel my name is ali i'm a
junior doctor working in cambridge blah blah'. We need a snappy
hook that tells people "this video will deliver on what I was promised".
This is arguably the most important part of the video.

o "Hey friends welcome back to the channel. Today we're talking

about abc" is the longest that the intro should be. In an ideal
world, we'd design a hook that doesn't even have a 'welcome
back to the channel', it just launches straight into delivering
value.

2. Intro

Hey friends, welcome back to the channel. If you're new here my name's
Ali, I'm a doctor based in the UK, and on this channel we explore the
strategies and tools that help us live healthier, happier, more productive
lives.

Today,
3. Value

4. End Screen Sales Pitch

 Guidance

Rule of Storytelling

1. The simpler your story, the better!

The author was resuscitated after a car accident, arrested on false

charges, and had a gun to his head during a robbery, yet most of the
stories he tells in the book are not related to these events.
In fact, it is the simple stories and the small moments in our lives that
matter. And everyone benefits from these stories, we just need to notice
the storyworthy moments.

A night in jail, while interesting, is something many people can't relate to.
But we can identify with the everyday stories and feelings.

2. Make your story evolve!

A good story should reflect changes over time, while not remaining just a
series of remarkable events. You need to go from a version of yourself to a
better (or worse) version of yourself.

Most people link paragraphs and sentences in their stories with the word
AND. This is a mistake. The ideal connectors for a story are BUT and
THEREFORE, and their infinite synonyms.

AND stories have neither direction nor unique moments. BUT and
THEREFORE, on the other hand, are used to denote change.

3. Tell YOUR story!

You should tell your own story, not other people's! People would rather
listen to a story about your Saturday night than Pete's Saturday night, even
if Pete's story is much better than yours.

Don't tell other people's stories!

Tell your own!

However, it's okay to tell other people's stories if you are one of the main
characters in the story.

4. Find your five-second moment!

Every great story you've ever told is practically a five-second moment, a

brief realization that you've had a split-second moment of realization, a
moment of change, or both.

The aim of your story is to convey that five-second moment as clearly as

possible.

Don't focus on the big moments, the incredible circumstances, or the funny
details! Find your five-second moment, because that's what moves hearts!

Transformation like the Indiana Jones: Agnostic scientist

5. Start your story near the end!

Like Kurt Vonnegut's stories, try to start your story as close to the end as
possible. Leave out locations, characters, events if they don't add to the
ending!

Strive for simplicity!

6. Less scene, more movement

Using fewer locations simplifies a lot of things and makes your story more
consumable for the audience.

However, always try to connect these locations with movement. At the

beginning of your story, present yourself as a person in motion. Starting
with movement gives the story momentum.

7. Don't set expectations!

How do most people start their stories?

They set expectations:

 "You won't believe this..."

 "You need to hear this..."
 "This is the best story I've ever heard..."
They make it hard for themselves. They set a high bar that most of the time
they can't clear.

Don't set expectations!

Start with the story!

Storytelling - Photo by Ilyass SEDDOUG

8. Don't mention the weather!

When the weather is nice, everyone knows.

If it's not, everyone knows that too.

Reminding your audience of obvious facts is not only unnecessary, but it's
also boring.

9. Quotes
 Don't use a quote you have already heard in another speech.

 Don't use any quotes if you can!

 Instead, be quotable! Your job is not to recycle other people's
thoughts, but to create something new!

10. Put an Elephant in the room!

If you don't give a clear reason why your audience should pay attention to
you, you can easily lose their attention. The elephant shows the audience
what they can expect. It gives them a reason to pay attention.

11. The Backpack

The backpack is a strategy that raises the stakes of the story by increasing
the audience's anticipation of what is about to happen.

We talk about backpacking when a storyteller shares his or her hopes and
fears with the audience before the event occurs, before moving on with the
events.

Backpacks work best when a plan doesn't work.

If I told you how I planned to get down on my knees begging for free gas
(story in the book) but got gas without a problem, the backpack would
make no sense.
12. Breadcrumbs

Storytellers use breadcrumbs when they hint at an event in the future, but
just enough to keep the audience guessing.

In the story "The Beneficial Thief", Matthew Dicks runs out of gas on his
way home. The gas station refuses to give him free gas. He sits in his car
next to his blue McDonald's uniform lying on the passenger seat, mourning
his life.

Later, he knocks on the door of the neighborhood in his uniform as a

fundraiser for the Mcdonald's Foundation.

But the uniform in the car is just a breadcrumb.

It heightens the anticipation, but reveals almost nothing.

13. Storytelling and Lies

The essence of storytelling is to tell true stories that have happened, but no
story is completely true. Intentionally or not, our stories contain
inaccuracies, mistakes, and slipped memories.

In our stories, we can only lie when our audience wants us to lie or when
the story is made better by our fibs.

We never add anything to the story that wasn't there originally, but we can
leave out details if it makes the story better.

Letting go of unnecessary details

The author tells the story of a Saturday afternoon when he and his sister
planned and then jumped off the roof of their house on a bicycle. In reality,
they spent a whole day planning and then carried out the operation the next
day, but this is an irrelevant detail for the story.

Dicks tells the story as if it had all happened in a single day because it is
much more dynamic and enjoyable that way.

14. Laughter and Humor

Humour allows you to connect with your audience from the first moment,
and laughter will get them through the less exciting parts of the story.
It's worth making your audience laugh right at the start of the story, as an
early laugh can achieve three things:

 It signals to the audience, "I'm a good storyteller. I know what I'm

doing. Relax, you can sit back."
 With a smaller audience, in a less formal setting, an early laugh
precedes a shout-in. It's an unspoken signal that you're in charge.
 No matter how emotionally intense and taxing the story, you signal
right at the start, "I'm fine and I even made you laugh."

Humor alone is not a magic bullet.

It doesn't make your story interesting, it doesn't give you a reason to pay
attention, and it doesn't add mystery to your story. However, it does have
its advantages if you use laughter well.

When a part of a story becomes particularly tense and the audience needs
a reset, laughter is the best tool you can use.

15. Use the Present tense

Present tense in storytelling is like a magnet: it can suck anyone into the
story at any time.

If you are talking about the past, you should also use the present tense.
That way your audience can be there with you live in every scene of the
story.

16. Forget the mirror!

The one place in the world where you should not practice public speaking
is in front of a mirror. When you stand in front of a mirror, you see
something when you speak that you will never see in person: yourself.

17. We love Underdog stories

Love for underdog stories is universal.

Underdogs are supposed to lose, so when they win unexpectedly, the joy is
cathartic. It is even greater than the deep sorrow when they lose.

But the victory of the underdog is far more exciting.

Victory is unexpected, while defeat is inevitable in such a story.

18. Storytelling dont's

 Don't ask rhetorical questions! Rhetorical questions force listeners to
think and take them out of the timeline of your story.
 Don't address the audience, don't acknowledge their existence!
 Don't mention the words story or story words in your story! (That's
another story...etc.) With these terms, you remind your audience that
they are listening to a story.
 Do not imitate other people's accents or dialects! Most of the time it is
rude and at worst racist.
 Don't memorize your story! It is difficult to be vulnerable and
believable when reciting memorized lines. However, it pays to learn
the three parts of your story exactly:
 The first few sentences: always start strong
 The last few sentences: always finish strong
 The scenes of your story

19. Eye contact

Find one person on the left edge of the audience, one on the right edge,
and one exactly in the middle.

Look for people at these points who are smiling, nodding, laughing. Use
these people as beacons. Make eye contact with these three people
alternately and the people around them (i.e. the whole audience) will feel
that you are connected to them.

20. Evoke emotions at the end of your story

Too often stories end with a joke, a situation with a ridiculous ending, or
worse: a pun.

We like a laugh.

We want to laugh.

But we listen to stories because we expect them to have an impact.

Value to Offer:

To enlighten the viewers on issues, news, and law

- In line with business
- Solve Problems OR improves the lives of your audience
- Entertaining (Drama like movie the bad and good guy, Interesting,
Relatable, What’s coming next)

 Focus on solving people’s problems

As mentioned above, value will be attributed to content if it’s useful to your
audience. Therefore, try and help people by creating content that will solve
everyday problems. This shows that you are taking customer and client
needs into consideration and not only adding value to the content you write,
but also to the lives of other people.
Find out what frustrates people in your industry and listen to any previous
customer feedback. This can be used to create an insightful piece on how
to overcome a particular problem. Whether it’s a technical piece or
something related to DIY or career choices, providing solutions is a great
way to offer your audience something really valuable. This can be achieved
through a number of forms of content, such as FAQs, short guides or just a
simple blog post.

Great content will leave the reader smarter. Ask yourself, “What am I in a
unique position to teach readers (and customers)?” What data do I have
to draw insights from? What unique perspective do I have that can add
context to what’s happening in the world? What lessons have I learned
along the way that lend credibility to my brand?” Teach something
relevant to your industry.

SHARE INSIGHTS THAT CAN LEAD TO MEANINGFUL CHANGE.

Brand loyalty comes when people know that you really want them to live
their best lives and you have the tools to help them achieve that. Knowing
your target audience deeply and being able to connect with them
authentically is a great way to build rapport. Then, sharing your wisdom
or insights in a way that will help your audience make meaningful
changes makes them your evangelists. 

Guiding Principals

1. Know what problem you’re trying - Simplifying the news

to solve.
-objective
-role do want your video play
- what your audience remember
after watching
- will my audience purchase my
products after watching my video
- Give insight and opinion
- Enlighter for masa and young
people
- Make politics interesting and
relatable
2. Know who are trying to reach - Young people
- Know your core audience - Lower middle class
- Target demographic - High School graduate
- Invest to them

Building awareness
-
Will users be able to recall and
recognize my brand, product or
service after watching the video?

Influencing consideration

Will users consider purchasing my

product or service after watching
this video?

Driving online or offline sales

Will users be more likely to visit my

website or store or purchase my
product after watching this video?

Growing loyalty

Will users be more likely to

recommend my brand, product or
service after watching this video?

3. Know your brand -

What does your brand stand for

with your target demo on YouTube?

What do they know about your

brand? Do they know what you do
or make?

4. Know your competition -Thinking Pinoy

- Check their channel and - Hydarian
know what make them - Esguerra
successful - Kong TV

Spend some time looking at what Competitor

your top competitors are doing with - Chill
their online video content. - Conversation style
- Masa wording
Visit their YouTube channels and
 - Tagalog
see what'™s performed well for - Studio, House setting
them, and look at what they'™re up - Critical analysis
to across the entire digital - Citing example or basis
ecosystem.
Opportunities
What are they doing successfully? - Endorser
Where are there opportunities for - Celebrity
your brand? - Commentator

-
5. Know what success look like - Trusted
- What they will announce - Magaling
about your channel - Matulongin
- Write your PR Headline in
one or two senteces View success:
- Resource person
Now that you're on the path to - Endorser
making great branded videos, how -
are you thinking about success? Is
success about views? User
engagement?

 Use the key steps and questions discussed in this section to build
your content plan as subset of your Brand strategy.
 Prioritize your brand’s objectives: awareness, consideration, online or
offline sales, or loyalty.
 Add video-related details to the audience persona for your target
audience on YouTube. What do they watch? What do they like?
 Research your competition: What opportunities are they missing on
YouTube?
 Decide what success looks like: What do you want to achieve with
this video campaign? Set the proper metrics for your efforts.

Your friend is google trend searh.

Type your niche and look what people are talking about.
Install plugin on your youtube channels to see what people are talking
about and treading.
Upload at least 5 videos in lauching youtube different setting and trends
channel and check which is trending

Sanctions Pelosi
Cancelled military

Brendan Kane Tips

HOOK
- Within 3 seconds to stick
- After 3 seconds to stay or not
These are ingredients for virality
- Observe viral video, movie on how they hook their audience

Strategy for content

- Quality not quantity
- Review and study creator within your niche
- Check their thumbnails and description
- Thumbnails and description should be different

Content
- Useful to your audience, content to solve their problems
- Reaction i.e. popular movie as Real Lawyer
- Reaction from people
- Q and A from people (interesting)
- Anticipation from answer after question
- Intelligence gap/curiosity
- Continue intrigue from start to end
- Invite them to follow, like, subscribe or comment
- Reinvent the viral video from your niche
- Delivery: pitch and tonality. Try to compare with popular vlogger
within your niche on how you deliver. Energy.
- Review your video 30 minutes
- Communication math: 30% feeling, 25 fun and 20% logic and fact
- Mixed your content message based on percentage.
Feeling: I am happy, I am comfortable, love, sad, care
Fun: I love it, I like it, Awesome etc
Logic: I think, what options, Does that mean, Data, Information,
Timeframes, does it mean.
Practice is the only way.
- Don’t need to have a large audience to be successful
- Check your mannerism, background, damit etc.
- After finding our working format then follow it and you can make
it frequency
- VLoging just like business: Supply and Demand
- You and One audience
- Make your market and sell
- Product campaign i.e apple iphone 14 yearly and Personality
Campaign

VIDQ
- Why creating this video
- Why should be anybody care this video
 - Add significant value on the value
- Are going to learn or get from this vlog?
- Connect title on the words on thumbnail
- 2 vids each week/ the more contents yt will do index
- Is this the video im going to watch

Johnny Harris Style YT

- 1. Visual evidence then context
- Experience then understands it
- Visual anchor (evidence by experiencing it/l)
- “Look this thing” show to them a tangle: what visual anchor but need
a context. Zoom in the visual then zoom out context.
- FIND A STORY that has good visual
- While writing/scripting need to think visual anchors that suit best or
powerful to demonstrate
-
- Visual Anchor is the heart and soul.
- Lessons: - At first Vox thought the videos had to be 2-3 minutes, then 4, then 5 etc.
- They found out that if a viewer is interested enough, they will stick around until the end no
matter how long it is
- - Vox tried to start a news media outlet on the internet, for the internet. They thought the
process from grounds up.
- They have different teams for news and long-stories (like NYT articles).
- - Use the first 15 seconds to promise that you will deliver something meaningful to the
viewer - After an initial intro with a lot of visual cues, they usually have some history to not
overwhelm the viewer with too many visuals.
- - So Visual Anchor - Bridge - Visual Anchor - Bridge is Johnny's formula
- - The format should be: Take a look at this zoomed in problem, zoom out to understand the
context and then zoom back in to take a look at some other problem ( 01:18:04 ), zoom out a
bit and look at bigger chunks then zoom back in and so on
- - The viewers want to shy away from data, statistics and cold facts so you need the "Look at
this" moments to hook them and then serve them context, data, facts for 3-4 minutes, then
back again with some visuals.
- This made Vox to have 70% retention rates.
- - An explainer video = The Wikipedia article correspondent
- - You use facts to tell a story, but not from a personal perspective - 01:14:07 Interesting
point: Writing the script with the visuals in mind. Every phrase has something associated
with it. - So write with visuals in mind bc it is easier to understand
- - Captions: They take the cc captions from youtube and put them in for the Facebook Videos
- 01:21:00
- Q: What about copyright? A: We use fair-use law.
- if you show 2-3 media sources saying the same thing to prove a fact that's fair use and can
be used also on TV.

- Attached music note

-
-
 Content
- Why evidence is the first key to winning
- Why rape Case is hardest to any defending lawyer
- Privilege Member of the Integrated Bar
- Is lawyer a liar?
- Lawyers are rich
- How to act like a lawyer
- How to speak like a lawyer

Reaction and Law

- Competition
- Price Gas
- Palakasan System
-