Glossary
Selfie video
Phone, front camera, one argument. The top of funnel format and the spine of the content engine, also called a yap video.
Why does it matter?
It is the spine of the content engine and the top of funnel format. It is a low barrier to entry, it cuts through, and it does not feel like being sold to.
How does it work?
- Say what the viewer gets in the first four seconds.
- One argument per video.
- Land on a hard line.
- No intro. Five a week, turned around the next day.
Where has Tom used it?
Selfie videos were one of the three formats Tom built for Sam Stoffel, and one of the two formats Tom never puts up for testing: a selfie clip daily and a podcast clip daily.
Related terms
- One person, one problem: The five beats of a top of funnel video: one person, one problem, authority, one solution, then follow.
- Top, middle and bottom of funnel: The job a format does. The top brings people in, the middle keeps them, the bottom sells.
- Formats over ideas: A repeatable format beats a one-off story, because the audience can guess what comes next. Repeat it until it becomes a show.
Where is it explained?
Where else does it come up?
- Carousels, Formats
- Top, middle, bottom, Funnel
- Carousels and the middle of the funnel, How I work
- The event as a studio content day, How I work
- The founder's personal brand, How I work