The Content Operators Playbook · 3. Funnel
Principle 2 of 3
One person, one problem
Top of funnel in five beats: one person, one problem, authority, one solution, follow.
Updated 2026-10-25
Every top of funnel video is five beats. One person: call out exactly who it’s for. One problem they’re living with. One line on why you’re the person to listen to. One solution they can do today. Then follow, and send it to yourself so you actually act on it. Script the hook, talk the rest.
How do I use it?
- Script the hook: who is it for, and what is their problem, in one breath.
- Add one line of authority. A number from their own story beats a CV.
- Give one solution they could act on today. Two solutions are two videos.
- End on follow, and send it to yourself so you actually act on it.
- Keep the rest as talking points. Only the hook is scripted.
In his words
I think before you get into the solution, it’s like credibility.
Tom Sharman, 2026
Questions
What does "One person, one problem" mean?
One person, one problem, your authority, one solution, then follow and send it to yourself. Every top of funnel video, every time.
How do I put "One person, one problem" into practice?
Script the hook: who is it for, and what is their problem, in one breath. Add one line of authority. A number from their own story beats a CV. Give one solution they could act on today. Two solutions are two videos.
Why does "One person, one problem" matter?
Every top of funnel video is five beats. One person: call out exactly who it's for.
