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Andy Black
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Hmm... interesting. You definitely have me thinking.The title of the video reminds me of a copywriting gem by a legend writer.
In short:
Proof should follow claim. A big claim (Get clients fast) will fall like a house of cards if it's not supported by equally big proof ("6-fig freelancer reveals how to..." or something).
Almost no one does this online, it's easier to come up with outlandish claims and ignoring the proof element.
Which is also why words like clickbait have been invented. And why skepticism is at an all-time high.
If you want the long version, you can check out this summary I wrote a while back.
I'm trying to create better hooks at the start of the video. For this video, my first sentence was simply: "Here's a fast way to get new clients, but use it sparingly."
I think adding proof of why you should listen to me will deter people. They don't want to know about me, they want the tactic - now. Personally, I'm tired of videos that have people humble-bragging themselves at the start of the video. Let me judge your content based on the content. I'll figure out whether you're full of sh*t or not and whether I want to follow or listen to you.
For this video, I'm trying to get in front of folks who might search "how to get clients" (not that I think I'll rank for it), but also want it in my library as a video they can select to watch.
I don't think the title shows for folks consuming short videos on YouTube or TikTok. Videos just autoplay and we have to hook/repel people in the first few seconds.
I haven't figured out what to do on LinkedIn or Facebook. For those platforms we can (should?) add a bit of copy before the video. I'm not so hung up on that at the moment either.
The full transcript:
(Dammit... I spotted and corrected a couple of typos in this just now. They're burned into the videos. Maybe I'll just reupload them.)
Here's a fast way to get new clients but use it sparingly.
Send a short friendly and non-needy message to all the people you've ever worked with.
Here's what it might look like as an email:
Hi Bob. Hope you and your family are well. Just thought I'd let you know some space has cleared in my calendar.
If you know someone who needs help with XYZ then just let them know. We must catch up soon. It's long overdue, Andy
The two important points are 1) Saying some space has cleared in your calendar. This is non-needy has them wondering how they can help you fill that space and who they can get into that space before it fills up.
And 2) you didn't ask if THEY need help you asked if they know you asked if they KNOW someone who needs help. This doesn't put them on the spot and gets them wondering how they can help two people by making a simple introduction.
Bookmark this one for whenever your back's against a wall.
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