The 7-Second Hook Formula
I am sure you have heard it before;
“Using video to market your business, product, or service will set you apart and give you a major advantage in the world of online marketing."
If you are already doing this, good for you! If not, keep reading...
I am going to share with you a simple and quick formula to follow that will guarantee your videos to be shorter and produce higher results.
Did you know you only have 7 seconds to capture your audience attention?
The average attention span today is 8 seconds, 4 seconds shorter than what it was in the early 2000s.
This means, you really only have 7 seconds to capture their attention and that is little to no time at all.
Here’s why this matters to you and your business…
Think about this 8-second statistic when it comes to YOUR online marketing.
If you don’t do something that interrupts and gets the attention of your viewers within 8 seconds or less…
So what can you do?
Well, it’s not about…
Making your videos chock full o' hype, or…
Peppering in more ‘salesy' lingo, or even…
How fast you can talk about all the incredible benefits of what you're selling
And it’s definitely not about just hitting record and “speaking from the heart” about your before-and-after results (…as many other marketers might tell you to do).
It really only comes down to… 4 little changes you can make and start applying to the beginning of your videos.
That’ll grab your viewers attention, hook them in, and give them NO CHOICE but to stay tuned into your product demonstration, watching with rapt attention, and ultimately asking how they can learn more about where to get your product.
These tweaks when used together are considered the “7-Second Hook Formula.”
More often than not we see product demonstration videos. Either way, these apply to all types of video content.
Here's the thing, people aren’t thinking about you…they’re thinking about what’s in it for THEM.
So instead of wasting your first 5-7 seconds on introducing you…
Do something that’ll break their focus from whatever they were just doing and get their attention focused in on YOU.
Ask a question that creates curiosity, fear, or implies a benefit.
Here are a few examples…
“Are you someone that struggles with _________?”
“What’s the secret to keeping your makeup on all day, even after an intense workout?”
“Are you including these 3 foods in your diet that could be limiting you from losing those last 5 lbs?”
“Do you want to discover how to organize your clutter in under 10 minutes?”
Most make this step longer than it needs to be, so let's keep it super simple.
Especially in your 7-second hook, you want to keep your introduction to one of these two brief options:
#1 – State your name and where you’re coming from.
“Hey I’m Whitney Kay coming to you from _______ (whatever city and state you live in or currently visitng)”
#2 – State your name and build quick authority.
“Hey I’m Whitney Kay and I’m (speaker, author, coach, trainer, top earner in the ________ (whatever niche you’re in)”
Keep this introduction short, especially with this style of video, and remember, you want to keep the focus on your viewer.
It's not about you, so don't waste their precious time!
This is where most people get it all wrong.
Most people leave their “call to action” (which tells your viewer what to do next) until the very END of the video.
In a 7-second hook video, though, you want your CTA to be within the first 7-10 seconds if you can squeeze it in.
This gives all your impulsive buyers a chance to take action faster.
Some examples of a call to action are…
“Drop me a comment below if you'd like to learn more!”
“Please like and share this video if you get value.”
“Tag a friend if you think they can benefit too.”
“Shoot me a message to learn more.”
“Question: do you prefer A, B, or C?”
Your call to action doesn’t have to be long, but it does need to be strong, commanding, and descriptive so your viewer knows what to do next.
Remember, people watch your videos to figure out what’s in it for THEM.
So the faster you can create curiosity, articulate a benefit, or describe a fear that’ll make your viewer want to watch your whole video through…the better!
That’s why the last step of the 7-Second Hook Formula is setting expectations.
This step only needs to be a few seconds, but it allows you to instantly build a relationship with your viewer.
You’re essentially giving them a “heads up” on what they’ll see next, so they’re less skeptical.
Here are some examples of how to set clear expectations in your videos…
“In the next 4 minutes I’ll share with you how to lose 10 lbs in 7 days by eliminating 3 foods you may not even realize are making you actually gain weight.”
“You’ll get my 4 best tips to 10X your social media following in the next 30 day's.”
“You’ll learn about the 3 key ingredients all “brand name” skin serums lack in proper combination, which keeps them from properly hydrating your skin and maintaining its youthful, firm elasticity."
When people know what they’re going to see, hear or learn next, they’re less resistant and curious to find out more.
Which means more likes, shares, comments, messages, and happy customers for you from your product demo videos.
And that's it!
Sounds simple right? Take some time to practice this and then start putting it into ACTION. You will get better and better with each video.
I look forward to hearing all about how this has impacted your engagement and minimized the FEAR of video marketing.