Turn a single thought into 7+ videos

Hey Climbers. This week —

• ✨ Turn a single thought into 7+ videos

• 🤔 And why 100% effort is easier than 98% effort

Turn a single thought into 7+ videos

There’s a dirty little secret that big brands use to get you to know, like and trust them.

It’s a secret that makes them millions of dollars with their advertising.

It’s also what the best content creators use to make videos that resonate and relate with their audiences.

The secret is: ✨ insights ✨ 

And they’re alllll around us.

What’s an insight?

An insight is a nugget of human truth. It’s a surprising statement, thought or observation that gives perspective into the mind, feelings and behaviour of any given audience. It’s specific, not general. For example:

❌ Not an insight: Pringle cans are narrow.

This is just a fact. It holds no behavioural, human, relatable truth.

✅ An insight: Your hand always gets stuck in the Pringles can trying to get the last one out.

This is a shared, human experience. It’s specific. And it’s the insight this ad is based on.

So how can we apply this to your content?

1. Brain dump a list of insights in your content category.

What are some things that people in your category experience? They can be big or small, just make sure they’re specific, behavioural, relatable and human.

2. List all the different ways you could execute each of the insights.

Your execution is the way in which you choose to express the insight. There are always myriad ways to do this.

Let’s look at an example.

I made a video where the insight was:

Shower curtains stick to you when you’re showering and it’s the most annoying thing ever.

Here is a list of possible executions for this single insight:

• Entertain: Exaggerate the insight (what I did).

• Educate: Interview a scientist and ask why this happens

• Investigate: Documentary spoof style investigation into Big Shower Curtain

• Start a conversation: To camera, “has anyone else noticed how shower curtains…”

• Get public opinion: Interview people on the street about their shower curtains

• Relate: Show yourself pre-shower, hyping yourself up

• Inspire: Show the life of peace that comes without shower curtains

3. Try any, or all of the executions.

How you choose to execute your insights becomes your signature content style. Experiment with all executions, then narrow down to the ones that feel most you.

Join Cringe Mountain Academy

Cringe Mountain Academy helps content creators conquer their fear of being seen so they can impact millions with their voice on socials.

You’ll learn mindset, technical and personal branding strategies for content creation that’ll be with you for life, and join a community of likeminded climbers.

So if you want to make 2024 the year you decide to truly YOLO it and become an iconic TikTok creator, this is the 90 day program for you.

Creative Inspo Of The Week

Have you ever described yourself as an ‘all or nothing person’?

This video will give you insight into why (or why not).

Benjamin Hardy explains why 100% commitment is easier than 98%, and how shifting your identity is the first step to shifting behaviour.

Until next time!

Keepin Climbin’

Eri out xx

p.s Since you made it this far, you get a say in next week’s newsletter content! Would you rather hear about a mindset approach to never giving up, or how to tell really sticky stories in your content? Hit reply and let me know ❤️