Shape one, the selfie clip

Six beats. The scripts in the one person, one problem, one solution packet are built on the first four already.

Beat	Time	What it does	Test
Person	0 to 2s	Calls out one person by situation. A size, a niche, a number.	Would the right viewer say “that’s me”?
Problem	same breath	One problem, in their words.	Is there a number in it?
Turn	2 to 6s	What they believe, then the but.	Does the second line contradict the first?
Who	one line	Why listen to this person.	Could a stranger tell who is talking?
Solution	the middle	One move, as a list, steps or a story. One piece of proof.	Could they do it today?
Land	last 2s	A hard line. Then cut.	Is anything after the payoff? Cut it.

What does one look like?

• Person and problem. “If you have got forty videos filmed and six of them posted,”
• Turn. “you do not have a content problem. You are scared,”
• Who. Left out, because it runs on Tom’s own channel. A client’s early videos add one line here.
• Solution. Post all 34 this week.
• Land. “A bad video that gets no views costs you nothing. Thirty four unposted ones cost you four months.”

What gets checked before it goes out?

1. One person, one problem, one solution. Two problems means two clips.
2. The first frame shows the premise: face, words on screen, simple and bright.
3. It makes sense on mute.
4. On-screen hook text is 3 to 5 words, with a number or a name in it.
5. There is a but inside the first six seconds.
6. Nothing after the payoff. No recap, no sign off.
7. Captions burned in, large and high contrast.
8. Someone would send it to a friend.