One person, one problem

Why does it matter?

Every top of funnel video does the same five jobs. Only the hook is scripted, so the rest can be talked naturally.

How does it work?

1. Script the hook: who it is for, and their problem, in one breath.
2. Add one line of authority. A number from their own story beats a CV.
3. Give one solution they could act on today. Two solutions are two videos.
4. End on follow.

Related terms

• Selfie video: Phone, front camera, one argument. The top of funnel format and the spine of the content engine, also called a yap video.
• Top, middle and bottom of funnel: The job a format does. The top brings people in, the middle keeps them, the bottom sells.

Where is it explained?

• One person, one problem

Where else does it come up?

• Shape one, the selfie clip, Clip anatomy
• The founder's personal brand, How I work