**Say This in Your Videos, It’ll Improve Your Storytelling by 10x — Transcript & Summary | SozAI** Source: https://sozai.app/transcript/improve-storytelling-say-this-videos/ Learn 6 simple storytelling techniques called story locks to make your videos 10x more addictive and hold viewers' attention effectively. ## Key Takeaways - Naming key ideas (term branding) makes concepts memorable and creates anticipation. - Framing statements as truths (embedded truths) prevents viewers from doubting and leaving. - Avoid wishy-washy language to maintain strong viewer engagement. - Simple wording changes can drastically improve storytelling effectiveness. - These techniques are easy to implement and backed by psychological principles. ## What the video covers - Focus on storytelling, not just topic or editing, to make content addictive. - Introduce six storytelling techniques called story locks to lock in viewer attention. - Story lock #1: Term branding - name concepts to create anticipation and improve retention. - Story lock #2: Embedded truths - frame statements as facts to remove doubt and keep attention. - Using terms creates mental anticipation, making viewers want to understand the concept. - Embedded truths avoid weak language like 'if' or 'maybe' that create exit doors for attention. - Examples include naming frameworks like 'value equation' or '1,000 true fans' for memorability. - Replacing hedging words with confident phrasing closes doubt and keeps viewers engaged. - The video includes tactics for applying these techniques immediately in your own content. - Kallaway shares his experience with millions of followers and billions of views to back these methods. Answers ## Questions about this video What is term branding and why is it important? Term branding is giving a name to a concept in your video, which makes it more memorable and creates anticipation in viewers. This psychological labeling effect helps hold attention by making ideas feel important. How do embedded truths improve storytelling? Embedded truths frame statements as facts rather than possibilities, removing doubt from the viewer's mind. This keeps attention locked in because the brain accepts the information as true without hesitation. What simple changes can I make to my script to keep viewers engaged? Replace uncertain words like 'if,' 'maybe,' or 'could' with confident phrases like 'when,' 'the reason why,' or 'this is how it works.' This closes exit doors in the viewer’s attention and makes your message more compelling. ## Full Transcript — Download SRT & Markdown 00:00 Speaker Kallaway Today we're talking about how to make your content more addictive. 00:03 Speaker Kallaway If you want your videos to actually hold viewers' attention and get them addicted, 00:07 Speaker Kallaway the most important thing to focus on is your storytelling, not the topic, not the editing, the words you say in the video. 00:13 Speaker Kallaway But here's the thing, to make your stories truly addictive, you don't need a fancy formula, you don't even need to be that good of a writer. 00:20 Speaker Kallaway All you need to know are six very simple storytelling techniques, I call these story locks. 00:25 Speaker Kallaway These are sets of words the best creators use to lock in attention whenever they want. 00:30 Speaker Kallaway And once you understand why each one works, you can take any video you're about to post, swap in a few words, and immediately make it more addictive. 00:37 Speaker Kallaway So in this video, I'm going to break down all six story locks, the psychology for why each one works, and the exact tactics for how you can use them today in your own videos. 00:46 Speaker Kallaway By the way, if you don't know me, I'm Kallaway, I have a million followers, I've done billions of views, and content is all I do all day long. 00:53 Speaker Kallaway All right, story lock number one is called term branding. 00:56 Speaker Kallaway And this is going to sound so simple, but it is super powerful when you do it right. 01:00 Speaker Kallaway Term branding is when you take a concept in your video and give it a name. 01:05 Speaker Kallaway Not just explain it, but also name it. 01:10 Speaker Kallaway By doing this, you're literally branding your ideas and frameworks. 01:15 Speaker Kallaway And the reason this works so well is the psychological principle called the labeling effect. 01:20 Speaker Kallaway The moment something has a name, it feels way more important, like you need to know what it means. 01:26 Speaker Kallaway Think about it, Hormozi could have just said, here's how to improve your offer. 01:30 Speaker Kallaway But instead, he named it the value equation. 01:33 Speaker Kallaway And that terminology sticks way better in people's heads because it has a memorable name. 01:38 Speaker Kallaway It's the same thing with 1,000 true fans. 01:40 Speaker Kallaway Kevin Kelly could have written dozens of essays about how to build a loyal audience. 01:45 Speaker Kallaway But nobody would have remembered those. 01:47 Speaker Kallaway 1,000 true fans, that term has been floating around the internet for decades. 01:50 Speaker Kallaway Now, I personally use term branding as much as I possibly can. 01:54 Speaker Kallaway My Lego brick framework, content minutes, audience matching, the trust ladder. 02:00 Speaker Kallaway I've got dozens and dozens of these in my content. 02:04 Speaker Kallaway They're all terms I made up that put a digital trademark around my ideas. 02:08 Speaker Kallaway Now, here's why this matters for storytelling specifically and how it leads to much more addictive content. 02:13 Speaker Kallaway When you say the name of a term a viewer doesn't recognize, it immediately creates instant anticipation. 02:18 Speaker Kallaway Their brain goes, wait, what is that? I haven't heard of that. 02:22 Speaker Kallaway I need to understand what that is. 02:24 Speaker Kallaway And that anticipation acts like a mental quicksand when they're watching the video. 02:30 Speaker Kallaway They literally cannot leave until they hear it explained further. 02:33 Speaker Kallaway Term branding is one of the simplest retention hacks you can do, but it works every single time. 02:38 Speaker Kallaway And by the way, to prove it to you, I've already used term branding twice in this video. 02:44 Speaker Kallaway Story locks, that's the name of a term that I made up to describe these six things. 02:48 Speaker Kallaway I also referenced the psychological principle describing term branding, the labeling effect. 02:54 Speaker Kallaway Again, another term. 02:55 Speaker Kallaway That's two term brands in the first 90 seconds, I'm telling you, this stuff really works. 03:00 Speaker Kallaway So here's the tactic and how you can apply this today. 03:03 Speaker Kallaway Before you publish your next video, look at the core idea and ask yourself this question. 03:10 Speaker Kallaway Could I package this and give it a name so that it's easier to understand? 03:15 Speaker Kallaway Not everything needs to be term branded, so don't go too crazy. 03:20 Speaker Kallaway But all of your contrarian ideas and your best frameworks could really benefit from it. 03:25 Speaker Kallaway Because the moment you have a name attached to something, it will be much easier to hold someone's attention. 03:30 Speaker Kallaway All right, story lock number two is called embedded truths. 03:33 Speaker Kallaway And this one is sneaky because it works on the viewer without them even realizing it. 03:38 Speaker Kallaway An embedded truth is when you frame something in your script as though it is already true, instead of coming in wishy-washy. 03:45 Speaker Kallaway Let me show you what I mean. 03:47 Speaker Kallaway There's a huge difference between saying, if you try this thing, versus saying, when you try this thing. 03:53 Speaker Kallaway If you try this thing, gives the viewer a choice, maybe they'll try it, maybe they won't. 03:58 Speaker Kallaway And when they hear this, their brain hits a fork in the road and they struggle to decide whether or not what you say is for them. 04:03 Speaker Kallaway As soon as that happens, you've lost their attention. 04:05 Speaker Kallaway But when you try this thing, removes the fork entirely. 04:10 Speaker Kallaway Now there's only one road. 04:11 Speaker Kallaway The viewer doesn't stop to evaluate if what you said is true, they just take it as truth because of the way you said it. 04:16 Speaker Kallaway It's just one word, if versus when, but it has a completely different effect in their subconscious. 04:22 Speaker Kallaway And this embedded truths framework goes way beyond if versus when. 04:27 Speaker Kallaway Here's a couple other examples of this in action. 04:30 Speaker Kallaway This might work because versus the reason this works so well. 04:34 Speaker Kallaway You might notice this versus once you see it, you can't unsee it. 04:38 Speaker Kallaway Some creators might be making a mistake here versus the mistake most creators make is this. 04:43 Speaker Kallaway The first ones all kind of sound unsure, and I said it like that, but if you look at the actual words, it gives the viewer an option whether or not to believe. 04:50 Speaker Kallaway The other ones, they sound extremely sure, like they're truths that I already believe. 04:55 Speaker Kallaway Now, here's why this concept is so powerful for making your content more addictive. 05:00 Speaker Kallaway Every time you use a weak frame, if, maybe, might, it creates these micro moments of doubt in the viewer's mind. 05:07 Speaker Kallaway And each one of those is kind of like a tiny exit door that their attention can just walk through and leave. 05:12 Speaker Kallaway Instead, you need to frame all of your scenarios like embedded truths. 05:16 Speaker Kallaway You're not asking them to believe you, you're telling them what is true and their brain just follows along. 05:21 Speaker Kallaway Let me show you one example of this in action that's not me. 05:25 Speaker Kallaway This is a creator shot by Sammy, he's super good. 05:28 Speaker Kallaway Watch this. 05:29 Speaker Kallaway This is the fastest way to fix your boring ass videos. 05:33 Speaker Kallaway 80% of visual storytelling is subconscious. 05:36 Speaker Kallaway And Christopher Nolan couldn't fix your videos for you if you don't know about this filmmaking rule. 05:43 Speaker Kallaway Movement equals energy equals sauce. 05:47 Speaker Kallaway Actual movement, not keyframe zooms, is a psychological cheat code that is the difference between an average video and an instant follow. 05:54 Speaker Kallaway Did you catch what he did? 05:58 Speaker Kallaway He said, 80% of storytelling is subconscious, actual movements, not keyframe zooms, is a psychological cheat code between an average video and an instant follow. 06:05 Speaker Kallaway The framing here is not, here are some tips that might help you, it's stated from him as a truth. 06:12 Speaker Kallaway So the viewer's brain never has a chance to doubt if what he's saying is true. 06:16 Speaker Kallaway So here's the tactic for how you can apply it. 06:20 Speaker Kallaway Go through your script today and remove anything that has these types of words. 06:26 Speaker Kallaway If, maybe, might, could, probably, anything where it sounds non-committal. 06:31 Speaker Kallaway And replace them with things like, when, the reason why, once you do this, this is how it works. 06:37 Speaker Kallaway And those are just some examples. 06:40 Speaker Kallaway You'll know what to look for, when you read it, if it sounds like you're hedging, don't. 06:45 Speaker Kallaway Close the doubt, stop being wishy-washy and tell them the truth bluntly like it is. 06:50 Speaker Kallaway And by doing that, you're not just changing what you're saying, you're closing down those exit doors so their attention can't leave. 06:56 Speaker Kallaway All right, now before I keep going, I just want to mention. 07:00 Speaker Kallaway If you're a business owner, you're trying to build a business using content, 07:05 Speaker Kallaway and you like this type of stuff, I actually built a free community just for you. 07:10 Speaker Kallaway It's called WavyWorld. 07:11 Speaker Kallaway I've got 65 other free trainings like this one in there, bunch of business owners working together to help each other level up. 07:19 Speaker Kallaway We're actually going to close down the open enrollment for WavyWorld and make it application only to verify everyone's a business owner. 07:26 Speaker Kallaway So if you want to get in before we do that, I've got a link in the description below. 07:30 Speaker Kallaway It's completely free. 07:31 Speaker Kallaway All right, story lock number three is called thought narration. 07:35 Speaker Kallaway And honestly, this, I think is my favorite one on the list because I do it so much. 07:40 Speaker Kallaway Thought narration is when you say out loud what the viewer is already thinking in their head. 07:45 Speaker Kallaway And when you do it correctly, it will feel like you're reading their mind. 07:49 Speaker Kallaway It will build a much deeper personal connection. 07:51 Speaker Kallaway Now, let me show you what this looks like in practice, because you're probably thinking, 07:56 Speaker Kallaway how could I possibly read someone's mind when I'm making content? 08:00 Speaker Kallaway You see, that right there, what I just did, because you're probably thinking, 08:06 Speaker Kallaway how could I read someone's mind, that is thought narration. 08:09 Speaker Kallaway I do it all the time. 08:10 Speaker Kallaway Basically, I guessed what I think you're thinking and then state it to create this magical, 08:16 Speaker Kallaway hypnotist type effect. 08:19 Speaker Kallaway If you've watched a lot of my videos, you've heard me say this a lot. 08:24 Speaker Kallaway I'll be like, 08:25 Speaker Kallaway Now the question you're probably thinking is this. 08:28 Speaker Kallaway Or, if I were you, the thing that would be biggest on my mind right now is this. 08:34 Speaker Kallaway Or, if there's one thing that you're worried about, it's probably this. 08:39 Speaker Kallaway I do this all the time. 08:40 Speaker Kallaway This is called thought narration, and I'm doing it for a very specific reason. 08:44 Speaker Kallaway When you say what someone is already thinking as they think it, you get two huge benefits. 08:50 Speaker Kallaway The first one is, they immediately trust you. 08:52 Speaker Kallaway Because if you say what's already in their head, well then they think you must know what you're talking about. 08:57 Speaker Kallaway And second, now they're going to need to keep watching to hear your answer, 09:02 Speaker Kallaway to the thing that they were just actually thinking. 09:06 Speaker Kallaway It basically turns their internal monologue into a simulated one-on-one conversation with you. 09:11 Speaker Kallaway Now, the reason this is so valuable in content and how it makes it more addictive, 09:16 Speaker Kallaway is that it creates this feeling of personalized content at scale. 09:20 Speaker Kallaway Think about that for a second. 09:21 Speaker Kallaway You're only making one video, there's only one script. 09:26 Speaker Kallaway I'm only doing this one time. 09:27 Speaker Kallaway But when I state what you're thinking, it breaks the fourth wall and makes it feel like we're having a conversation. 09:33 Speaker Kallaway Personalization at scale. 09:35 Speaker Kallaway That locks people in and gets them addicted. 09:38 Speaker Kallaway Now, I try to do this thought narration as much as I can. 09:42 Speaker Kallaway Because when you do it, it creates this frame breaker effect and gets people to refocus. 09:46 Speaker Kallaway Hormozi does this a lot too. 09:49 Speaker Kallaway This is a common tactic he uses. 09:51 Speaker Kallaway He'll stop mid-explanation and be like, all right, now you're sitting there and you're thinking, 09:57 Speaker Kallaway well, that possibly couldn't work for me. 10:00 Speaker Kallaway And then he goes and explains what he thinks you're thinking. 10:04 Speaker Kallaway It's almost like he's there with you inside your own head. 10:08 Speaker Kallaway That's the value of this. 10:09 Speaker Kallaway So if you're making your own content and you want to do this for yourself, 10:14 Speaker Kallaway here's the specific tactic that you should use. 10:17 Speaker Kallaway Next time you're writing a script, after every major point in your script, stop and ask yourself this question. 10:24 Speaker Kallaway What should the viewer be thinking right now? 10:27 Speaker Kallaway Then, when it makes sense in a transitional moment, out loud, say that thing in the script. 10:32 Speaker Kallaway You don't have to do it all the time. 10:34 Speaker Kallaway But just a few times in the video really helps the viewer lock in and refocus. 10:39 Speaker Kallaway All right, story lock number four is called negative frames. 10:42 Speaker Kallaway And this one is based on a psychological principle that will start showing up everywhere as soon as you hear it. 10:47 Speaker Kallaway Let's start with an example. 10:49 Speaker Kallaway Which of these two hooks would grab your attention more? 10:53 Speaker Kallaway Here's how to build a strong personal brand. 10:57 Speaker Kallaway Or, the worst possible thing you could do for your personal brand is this. 11:01 Speaker Kallaway Be honest. 11:02 Speaker Kallaway It's going to be that second one every single time. 11:05 Speaker Kallaway You're always going to gravitate more towards that. 11:09 Speaker Kallaway Now, why is that? 11:10 Speaker Kallaway The reason is that the brain is wired to prioritize threats over opportunities. 11:15 Speaker Kallaway This is a principle called loss aversion. 11:18 Speaker Kallaway And this is crazy, the research shows that people are twice as motivated to avoid pain as they are to seek an additional reward. 11:26 Speaker Kallaway Two times more motivated. 11:28 Speaker Kallaway So when a viewer hears things like, stop doing this, this is a warning, don't make this mistake, a negative frame, it immediately locks them in. 11:35 Speaker Kallaway Now, I want you to watch this play out in practice. 11:38 Speaker Kallaway I'm going to play three videos from three other creators with hooks that are in negative frames. 11:44 Speaker Kallaway And I want you to see how well they hook you. 11:47 Speaker Kallaway Worst possible thing that you could do for your brand is create content every single day. 11:52 Speaker Kallaway Hear me out, I know this sounds backwards, but just walk with me. 11:55 Speaker Kallaway Now, that hook works because you're like, wait, am I doing that negative thing? 12:00 Speaker Kallaway I need to find out what he's talking about. 12:02 Speaker Kallaway You're not opting into learning something new, you're protecting yourself from making a mistake that would prevent you from getting what you want. 12:07 Speaker Kallaway That is a completely different level of urgency, 12:10 Speaker Kallaway which drives attention. 12:12 Speaker Kallaway All right, here's another example. 12:14 Speaker Kallaway Never, ever, ever post a video on Instagram without using this feature. 12:19 Speaker Kallaway Notice the triple negative they used. 12:22 Speaker Kallaway Never, ever, ever. 12:23 Speaker Kallaway They didn't do that by accident. 12:25 Speaker Kallaway Somebody figured that out and then this got replicated a bunch. 12:28 Speaker Kallaway Three triple negatives really lock you onto the warning, and that locks in attention. 12:33 Speaker Kallaway All right, let's do one more example on the negatives. 12:36 Speaker Kallaway You're making content way harder than it has to be, and that's why I'm here. 12:41 Speaker Kallaway This one is interesting because it's a little bit of a softer negative frame. 12:46 Speaker Kallaway It's not saying you're doing something wrong explicitly, but it is saying you're making things harder than it has to be. 12:52 Speaker Kallaway And that still triggers that same negative instinct, wait, what am I doing wrong? 12:56 Speaker Kallaway Now, here's what makes these negative frames so useful for storytelling. 13:00 Speaker Kallaway If you're struggling to get someone to lock in, you can just take the piece of advice you have and flip it. 13:08 Speaker Kallaway This is called inverting. 13:09 Speaker Kallaway Use this hook format becomes, stop making your hooks like this. 13:13 Speaker Kallaway Here's how to grow on YouTube becomes, this is killing your YouTube growth. 13:17 Speaker Kallaway Try posting more consistently becomes, this posting mistake is costing you followers. 13:22 Speaker Kallaway Same information every time, but the negative frames always pull your attention more because of that loss aversion principle. 13:28 Speaker Kallaway I call this process to go from the positive to the negative, a negative flip. 13:32 Speaker Kallaway It's one of the easiest upgrades you can make to your scripts to get people to lock in. 13:36 Speaker Kallaway So here's the tactic for you when you're writing your scripts. 13:40 Speaker Kallaway If you have a great point, but you don't think it really hits, try inverting and framing it in the negative. 13:46 Speaker Kallaway It doesn't always have to be negative, sometimes the positive frame is the right call. 13:50 Speaker Kallaway But if you use the negative a little bit more, you'll get people to lock in much, much quicker. 13:55 Speaker Kallaway All right, story lock number five is called loop openers. 13:58 Speaker Kallaway And this one is probably the most practical one on the list. 14:03 Speaker Kallaway Because you can literally drop these in into any script right now and it will improve it immediately. 14:07 Speaker Kallaway Now, before I explain what a loop opener is, I just need you to understand how viewers typically watch content. 14:12 Speaker Kallaway Every viewer's attention in their brain is on a timer. 14:17 Speaker Kallaway Think of it like an hourglass. 14:19 Speaker Kallaway The moment your video starts, the hourglass is flipped and the sand starts falling down. 14:23 Speaker Kallaway Now, every brain is different, the sand falls at different speeds for different people. 14:28 Speaker Kallaway But once that sand is gone, the attention is out and they churn. 14:31 Speaker Kallaway Now, a great hook is good at flipping that hourglass at the beginning. 14:35 Speaker Kallaway And that buys you that first chunk of time in your video. 14:38 Speaker Kallaway But here's a problem most creators run into, they nail the hook and then they just deliver straight facts for the remaining 30, 40, 45, 60 seconds or longer of the video. 14:45 Speaker Kallaway No re-hooks, just information. 14:48 Speaker Kallaway And the problem is, about halfway through, after 20 or 30 seconds, that hourglass runs out and the people leave. 14:53 Speaker Kallaway This is what is actually happening when you look at a retention graph that's just decaying down. 14:59 Speaker Kallaway Over time, people just churn because the sand runs out in their head. 15:03 Speaker Kallaway And that's where loop openers come in super useful. 15:06 Speaker Kallaway A loop opener is a phrase that you drop in your script to flip that hourglass back over and reset the timing. 15:12 Speaker Kallaway Think of it like reopening a second curiosity loop once the first one closes. 15:17 Speaker Kallaway In content psychology, this is a frame called re-hooking. 15:20 Speaker Kallaway The best creators do this every 20 to 30 seconds for shorts, and every 60 to 90 seconds for longs. 15:26 Speaker Kallaway Now, the way a loop opener works is actually very simple. 15:30 Speaker Kallaway It confirms what you just covered is valuable, but then teases that the next thing is going to be even more valuable for a different reason. 15:37 Speaker Kallaway And that tease resets the attention clock, the hourglass flips, the curiosity boosts, and people want to keep watching. 15:42 Speaker Kallaway Now, here are some examples of how these loop openers actually look in practice. 15:46 Speaker Kallaway You would use sentences like this. 15:48 Speaker Kallaway Here's the thing though. 15:50 Speaker Kallaway But that's not even the most interesting part. 15:53 Speaker Kallaway And this is where it gets crazy. 15:55 Speaker Kallaway Most people stop here, but actually. 15:58 Speaker Kallaway Now, here's what nobody talks about. 16:00 Speaker Kallaway Okay, so that was powerful, but the next one, the next one's even more important. 16:05 Speaker Kallaway You'll hear these types of transitional sentences to go from A to B all the time in videos. 16:12 Speaker Kallaway But if you don't know to look for them, you don't realize what they're doing is reopening a new loop. 16:18 Speaker Kallaway Now, here's the detail most people miss when they try to do this. 16:22 Speaker Kallaway The best loop openers use a contrasting word in the middle. 16:26 Speaker Kallaway That was great, but this next one. 16:29 Speaker Kallaway Most people stop here, but something else. 16:32 Speaker Kallaway Here's the thing though, something else. 16:35 Speaker Kallaway See how they almost all have a contrasting word built in, that's not a coincidence. 16:40 Speaker Kallaway Contrast words help redirect attention from A to B. 16:44 Speaker Kallaway And that is the core thing that retriggers attention. 16:47 Speaker Kallaway So here's the major tactic for you, not to get too in the weeds. 16:52 Speaker Kallaway After every major section or key point in your script, add a loop opener that smoothly transitions the viewer to what's next and resets their attention clock. 17:00 Speaker Kallaway Think of it like a bridge. 17:03 Speaker Kallaway You need the viewer to walk over to the next piece before getting bored and leaving. 17:08 Speaker Kallaway If your video has five main sections, you're probably going to want three or four loop openers. 17:13 Speaker Kallaway And when you do this right, you'll notice in the retention graph, people stop dropping off in the middle and it holds flat. 17:18 Speaker Kallaway That's because you re-engage their attention. 17:20 Speaker Kallaway Now, I just mentioned that the best loop openers have a contrast word in them. 17:24 Speaker Kallaway But contrast words are way more powerful than just being a part of loop openers. 17:28 Speaker Kallaway And they actually deserve their own story lock. 17:31 Speaker Kallaway So the last story lock number six is contrast words. 17:35 Speaker Kallaway And if you only remember one thing from this video, make it be this one. 17:41 Speaker Kallaway Because this really is the universal principle of storytelling. 17:44 Speaker Kallaway Contrast is the single most reliable way to create curiosity in content. 17:48 Speaker Kallaway And here's how contrast works at a base level. 17:51 Speaker Kallaway Curiosity comes from a gap, it's a gap between what someone expects, 17:55 Speaker Kallaway and what you believe to be true. 17:57 Speaker Kallaway The bigger that gap, the more curiosity creates and the more someone wants to find out, 18:03 Speaker Kallaway what the thing you believe that they don't is. 18:08 Speaker Kallaway Contrast words are the bridge that create that gap. 18:12 Speaker Kallaway The most powerful contrast word is the word but. 18:17 Speaker Kallaway And to be honest, but is probably the most powerful word you can use in storytelling. 18:22 Speaker Kallaway And here's why, when you use the word but, it doesn't just transition you from A to B. 18:27 Speaker Kallaway But it actually creates a comparison, which is what contrast is. 18:32 Speaker Kallaway A but B. 18:33 Speaker Kallaway Doing A but also B. 18:36 Speaker Kallaway Doing A but doing B instead. 18:39 Speaker Kallaway You can use it a million different ways. 18:41 Speaker Kallaway You might think A, but actually, the answer's B. 18:45 Speaker Kallaway Now, but is the strongest contrast word, but it's not the only one. 18:50 Speaker Kallaway Sometimes people overuse but and it doesn't really fit. 18:54 Speaker Kallaway So here's some other ones you could use to create this contrast. 18:58 Speaker Kallaway The word actually implies what you thought was wrong. 19:02 Speaker Kallaway Actually, the data shows the opposite. 19:05 Speaker Kallaway The word instead redirects to the alternative. 19:08 Speaker Kallaway Instead of posting daily, try this. 19:11 Speaker Kallaway The phrase turns out is another good one. 19:14 Speaker Kallaway Turns out, the algorithm doesn't care about that at all. 19:17 Speaker Kallaway The word except creates an exception to what they assumed. 19:21 Speaker Kallaway Every creator does this, except the ones who are actually growing. 19:25 Speaker Kallaway And the word yet implies a contradiction. 19:28 Speaker Kallaway Yet's a little old school, so you typically don't hear people say that. 19:31 Speaker Kallaway Everyone knows this, yet almost nobody does it. 19:34 Speaker Kallaway Every single one of those words does the same thing but does. 19:38 Speaker Kallaway You get them leaning on A and then shift back to B. 19:42 Speaker Kallaway It essentially takes whatever the viewer thought, flips it and gets them to re-engage on something else. 19:46 Speaker Kallaway Now, 19:47 Speaker Kallaway here's why I saved this one for last. 19:51 Speaker Kallaway If you go back and rewatch this video or any videos that I make, you will notice these contrast words all over the place. 19:57 Speaker Kallaway In the hook, in the transition, it's how I set up each story lock. 20:02 Speaker Kallaway I'm using it all day long. 20:03 Speaker Kallaway And the reason why is because contrast is the engine that powers the other five things. 20:09 Speaker Kallaway It's like the bedrock foundational layer that all the rest of the complex storytelling stuff is built on top of. 20:14 Speaker Kallaway Term branding works because the name you say, 20:17 Speaker Kallaway contrasts versus what they're expecting to hear. 20:20 Speaker Kallaway Embedded truths works because when you speak certainly that contrasts with uncertainty. 20:25 Speaker Kallaway Thought narration works because when you hear your own thoughts out loud that contrasts with what you expected to hear. 20:30 Speaker Kallaway Negative frames work because a warning contrasts from advice you were expecting. 20:35 Speaker Kallaway And loop openers literally using contrast work because you're teasing something else is going to come versus what you just heard. 20:40 Speaker Kallaway Contrast really is the thread that runs through all great stories. 20:43 Speaker Kallaway If there's one thing to study, it would be this. 20:45 Speaker Kallaway So here's the last tactic and how you actually infuse contrast in your own scripts. 20:50 Speaker Kallaway Next time you write a script, look at every strong, clear point, the main punches of your story, and try splitting it in half to build in contrast. 20:57 Speaker Kallaway Don't just tell them what it is, lean them one way, use but or one of the other words to get them going the other way. 21:03 Speaker Kallaway This will rev up their attention clock. 21:06 Speaker Kallaway Now, you obviously don't want to do this for every sentence, when I teach this, sometimes people overuse the word but. 21:12 Speaker Kallaway And it sounds a little friction heavy. 21:15 Speaker Kallaway So don't try to force it too much, but if you look for moments where you can go A then B, 21:20 Speaker Kallaway it really makes your stories more addictive. 21:23 Speaker Kallaway All right, guys, that is all I've got for this video. 21:26 Speaker Kallaway We covered a ton of ground, so let me quickly recap what we went through. 21:29 Speaker Kallaway In this video, we broke down the six key story locks. 21:35 Speaker Kallaway These are the specific storytelling techniques you can use to lock in attention, and you can just substitute certain words and phrases in your own script and really use these pretty quickly. 21:42 Speaker Kallaway And those six story locks were term branding, embedded truths, thought narration, 21:48 Speaker Kallaway negative frames, loop openers, and contrast words. 21:53 Speaker Kallaway Now, here's the thing. 21:55 Speaker Kallaway You don't need to force all six of these in every video, especially if you're making short form videos. 22:01 Speaker Kallaway But the more you layer more of these into your scripts, the more addictive your content will seem, and the viewer will really just lock in a lot better. 22:09 Speaker Kallaway Think of it like your storytelling stack. 22:11 Speaker Kallaway And the best part is, you don't need to be a great writer, you just study this and then swap the words in. 22:16 Speaker Kallaway As always, guys, I'm trying my absolute best to just give you the sauce when it comes to content that most people are not talking about. 22:24 Speaker Kallaway If you're a business owner, this is the best channel in the world to help you figure out how to make better content that can actually drive leads and sales. 22:30 Speaker Kallaway If you want to join WavyWorld, it's free, I got a link below. 22:35 Speaker Kallaway And if you guys want to learn more about the contrast thing and get more live examples, I'm putting up a video right here. 22:43 Speaker Kallaway I think this has like 4 or 500,000 views. 22:46 Speaker Kallaway People love this one. 22:47 Speaker Kallaway Where it breaks down this contrast piece a little bit more. 22:51 Speaker Kallaway So feel free to watch that one next. 22:53 Speaker Kallaway And we will see you guys on the next video. 22:56 Speaker Kallaway Peace. Topics: storytelling video content content creation viewer retention story locks term branding embedded truths content marketing video engagement Kallaway --- This is the markdown twin of https://sozai.app/transcript/improve-storytelling-say-this-videos/ — the same content, without the markup. Published by SozAI (https://sozai.app). Reuse and quotation are allowed with attribution and a link back. Machine-readable index: https://sozai.app/llms.txt · data API: https://sozai.app/api/