🔴 The "HIP" Content Strategy [How to Create Content that Wins] #Best Education Page #Online Earning

- Hey, what's everybody.

Pat Flynn here.

Thank you so much for joining me in this video.

If you're watching the live, awesome,

if you're watching the replay, awesome.

Both of you stick around til the end

because we're gonna have some giveaway opportunities

for both of you, yes, even the replay viewers as well.

But I wanna start off as more people are coming in now

by telling you a quick story,

and a story about content creation.

Actually make sure, because we gotta a HIP strategy

to share with you, and it's not just HIP 'cause it's cool,

but it's 'cause it's gonna help you create content

that works for you.

Now the story is gonna take you back into time

when I first started to create content on my own blog.

I remember reading a lot of other blogs

and listening to a lot of other podcasters,

and actually being completely jealous of the fact that

their content was written so well,

like I remember getting lost in their content,

spending 15 minutes, even 30 minutes

getting all the way to the end and just being like

how did you know how to say that.

What's up, True Financials, The Minister Circle,

Mina, and Tim, hey, welcome, thanks everybody.

So I'm in the middle of this story

telling you about how jealous I was of people

back in the day when I was just starting out,

because I was like how did you,

how did you know to write like that?

How did you keep me engaged the whole time?

Because I remember when I was writing on my blog

back in 2008 and 2009, I kinda just wrote to write.

I didn't really have a strategy moving forward.

And it was only kind of in the last couple years

that I really started to think about

how my content was structured.

This if for all you bloggers, you podcasters,

people doing video both live and recorded,

what I'm about to teach you today

is gonna help you structure your content in a way

such that you're gonna get people who are gonna listen

or read or watch more of that content.

They're going to be more engaged with you.

They're gonna build a relationship

with you during that time.

And they're gonna get all the way to the end

such that they'll likely take action

on the calls to actions that you have

but as an interesting byproduct of this engagement factor

on your website or on your podcast or on your blog,

you know, you have the opportunity to also

climb the rankings in Google or in YouTube

or whatever algorithms are playing in effect in your content

because the longer people spend with you,

the more likely it is your content's

gonna be brought to the top.

So again make sure you stick around

because if you don't do what I'm about to share with you,

likely, you're putting a lot of time and effort

into what it is that you're doing

and you're not getting the most bang for your buck.

A lot of times our content feels kind of lost.

We put so much hard work into what we do,

it's just kind of sad when you don't put in

that little extra that really gives it the chance to shine

and actually be found and actually have an effect

on those who you want to affect.

So we've got the HIP strategy for you,

let's welcome some more people,

Brad, Alia, Elite, Business Blueprint, what's up?

Lydian, or Lyndon, excuse me, Ramsey, MMA Pixel,

Shawn, Kay, we got some of the usuals in here

Thank you, Team Flynn, I appreciate you guys.

And if you're watching the replay

and you're like I don't know who this Pat Flynn guy is,

my name is Pat Flynn.

I'm here to help you make more money,

save more time, and help more people too.

As you can see we've got a great community here.

Make sure you subscribe to the channel.

I'm also a nerd, Ready Player One comes out this weekend,

I'm super stoked about it.

And I did a video that was published the other day

about Ready Player One and my prediction

for how well it's gonna do in the box office.

But we're gonna go through this strategy right now.

So this is the HIP strategy, and of course these are

acronyms that you can follow.

So let me get this ready and going.

So let's talk about this.

So what does the H stand for?

Again, we're talking about content creation,

making it more engagement, making it so that

people will actually read or listen or watch

all the way through.

So, H stands for

(drawing)

the hook.

The hook is really important.

There's so much noise out there,

you need to in the first few seconds on your blog,

in the first few seconds on your video,

and if it's a podcast, probably the first minute,

you get a little bit more leeway on the podcast,

you need to hook those people in

so that they say, "Yes, I wanna continue

"reading down this page,

"I wanna continue watching this video,

"because I know that this is gonna be helpful."

So how do you create a hook?

There's a lot of different ways to create hooks,

but I'm gonna go over some strategies

on the next page here for ya.

So how do you create a hook?

Well, I created a hook in the beginning for you,

and I'll share with you what that was.

So these are hooks.

(drawing)

So the first thing I did

(drawing)

was I told a story.

A story is a great way to hook people in

if you can make it relatable,

if you can make it something that puts context

into what it is that you're teaching.

You can tell a story, obviously, any time,

but if it doesn't relate to what it is that you're teaching

then it's kind of pointless, right?

So the way that I started this live stream

was by telling a story about what it was like

when I first started writing content

and being jealous of other people

who wrote content very well,

being very engaged in their content,

and then me kinda just writing whatever I felt like writing,

and not having any structure to it,

and therefore not having it perform as well

as I wanted it to.

So stories are great.

Why are stories great?

Because we as humans, we are fine tuned

to just listen to stories.

We're being read stories when we're kids,

stories were being told to us all the time,

and it kind of transforms the person listening to you,

or watching, or reading that story, into that place.

It's a great way to have people go okay,

I'm listening to his story, I'm in there with you,

I'm gonna start paying attention now.

Shawn says high quality.

Happy birthday Maya, okay cool,

we've got some chat in the chat room, cool,

thanks for being here guys.

So story is a great way to start.

Now what else can you do to hook a person in?

(drawing)

So I did this one as well.

(drawing)

So this is different.

Meaning, hey, if you stick around,

this is what will change as a result of you

learning this stuff or paying attention to this stuff.

So I share this in the beginning by saying

you know, once you pay attention to this HIP strategy,

and understand how to implement these things,

people are gonna be watching, or listening, or reading

your content longer, they're gonna be more engaged with you,

be able to build more authority, you're gonna be able

to build more authority and trust with your audience,

And beyond that, you'll also get benefits of search engines,

because you'll have more watch time or consumption time

or session time on those particular platforms.

So really juxtapositioning, or really sharing the difference

between where they're at now to

where they're going to be afterwards.

This is a great way, again, to hook a person in,

because you're creating that open loop.

Wow, okay, I need to stick around

because I want what's on the other end there.

Now at the same time,

(drawing)

sharing with people, well, if you didn't do this,

this is what would stay the same.

And a lot of you who were on initially heard me say,

hey, if you don't follow this strategy,

you're likely gonna put a lot of time and effort

into this content that you're creating

but it's not gonna be found.

You're wasting your time and all that hard work

you're putting in is not gonna be fruitful for you

because of these certain strategies that you should

pay attention to.

So this is very much how sales copy is structured as well.

The hook is very important in sales copy.

You create that juxtaposition between where they're at now

versus where they're gonna be, but also,

and this is from the P.A.S.T.O.R. model from Ray Edwards,

the A and the P.A.S.T.O.R. model.

The A stands for amplify, and what he says to amplify

what would happen if a person didn't do this thing,

or didn't read this content or in terms of sales

didn't buy this product or didn't find a solution

to this problem or pain that they have.

But hey guys, welcome, juxtaposition,

showing your architecture self there, says Morgan, yeah.

I can't help it.

And then finally here, I kind of mentioned this already,

(drawing)

creating an open loop.

So there's this theory called gap theory where

we as humans, we just hate when there's blank spaces

or when gaps are not closed, right?

This is why whenever you on social media type in

hey fill in the blank, my favorite food is blank,

or whatever it might be,

people can't help but want to fill in that blank.

And in your content you don't

necessarily need blanks everywhere,

but you need to or can create those open loops

such that people are gonna be curious about, okay,

well what is actually going to fill in that gap.

And I did this for you,

(papers rustling)

right here in the beginning,

because I showed you that we have this path we're going down

but you're not necessarily sure what the I and the P

are gonna be about.

So I'm also creating an open loop.

So just as demonstrating for the content

that I'm sharing with you today,

I actually implemented all these hook strategies

right at the beginning,

so it'll be really interesting to go back and

look at the watch time and retention

for this particular video.

I don't know, what do you think?

Do you agree that I was able

to hook you into this situation,

or are you here for perhaps other purposes,

or are you just kinda wanna hang out

with other people in the community?

Anyway, I just wanna know what you think.

But hey, guys, uh, let's see.

Hi everyone, the Wild Jones Report,

Mina says that makes sense,

I am your 102nd, or 102,09, I can't even say that.

Thanks for subscribing, Ralph.

So we talked about the hook.

That's really important, right.

Do y'all get that?

Give me a yes or a thumb's up or some sort of emoji

to let me know that you understand the hook.

And one more time just to summarize,

you can tell a story, you can share, okay,

well, if you stick around, this is what will change,

this is what will be different, the outcome of this.

You can talk about okay, well, if you don't do this,

this is what remains the same,

and you don't want that.

And creating an open loop.

Lyndon says hooked, okay.

I'm here for Team Flynn says, Carl, okay, awesome.

Thank you.

So now let's talk about the I.

Now I'm not gonna talk too long about this one

but I think a lot of you already know this,

but a great way to create engaging content

that keeps a person reading down the page

or watching that video,

(drawing)

woops.

(drawing)

Almost spelled that wrong, but I saved it.

(drawing)

Creating content that's incremental.

By incremental I mean there are steps involved.

Because when you start something typically,

once you get going,

an object in motion tends to stay in motion,

when you have step by step processes,

when a person gets to step one and two,

they're gonna be more likely to finish those processes.

Which is why it's really important that whenever

you're creating content that has steps involved,

or things that add onto each other,

or iterations if you will,

that the first couple steps are easy.

And so if you're creating demo videos of something,

don't just go right to the hardest part of the situation.

Start off easy and make those first few steps

something that a person can be like,

"Yeah, okay, I can do this."

Just like we just did.

Okay, you guys understand the hook,

alright, that's step one.

Let's keep going.

So increments are great because

it's also an opportunity to give people

sort of breaks in between.

It takes that big giant goal that you have

that you're offering to these people

or to this person or the readers,

or listeners, or viewers, or watchers,

and really breaking it down.

So this is a strategy that is often used in goal setting,

taking a big goal and chunking it up

and that way you can kind of get a sense for

how far you've come along.

So creating incremental content is doing very well.

Amanda says, "Has anyone tried super chat?"

Yes, a few people have actually.

John Pullum did one last week,

and a few other people,

Design Whale I think did like a $20 one a couple weeks ago.

The ATR's blocking the board, thank you.

So Yono says, "Pat, it's finally great to be

"able to catch you in a live stream.

"Greetings from Mexico.

"Awesome, love your back wall there."

Yes, it is real.

Some people are like is that digitally put in there.

No, it's not.

(knocking)

Although I could have digitally put in that sound too,

if you heard that, anyway.

So hook and incremental.

So again, that's just how your content is structured

in a way so that people can take steps on the way

and make those first steps really easy to consume.

Okay, now, really quick, I wanna ask you guys,

where are you, those of you watching life right now,

and make sure you stick around,

even you replay viewers stick around,

because we have an opportunity to do a giveaway for you.

Actually, I have to announce the winner

from last week's live video for the replay.

So those who caught the replay also had a chance to win

an Ask Pat t-shirt and a signed copy of my

Wall Street Journal best selling book, Will It Fly,

and big congrats to Ryan Soperpowel.

So Ryan Soperpowel, if you're watching this right now,

we'll reach out to you, we'll reply to that comment

on last week's stream.

You won.

So send an email to [email protected].

Congratulations.

And we'll hook you up with that.

And the replay viewers watching now,

you'll have an opportunity to watch something,

and I'll announce your name next week as well.

So, let's move on to P.

So P is, and this is really important,

and actually, this is something that I picked up

since going pretty hard on YouTube.

I learned this from Brian Dean, from Roberto Blake,

from Sean Cannell, from Amy Landino,

from Darryl Eves, all the top YouTuber people

who I've been learning from,

this is something that I am now implementing

and putting into my other content

and it's been working out really well.

This really just keeps a person going.

And it's interesting when you hear it.

So here it is.

(drawing)

Pattern interrupt.

Pattern interrupt.

So this is a way to get people to reset.

And you reset them so that

they're gonna be more excited to go into the next spot.

So what does that look like?

Well in a video, let's just take for example,

if you took a podcast episode, a lot of people ask

questions about repurposing podcast episodes,

and putting them on a video.

If you take a podcast episode, just the audio only,

and you put it onto YouTube

and it's just an image that you have up there

for 45 minutes, the same image,

the same content that a person is engaged to

and is listening to on a podcast,

but if they just see that visual image the whole time,

there's nothing changing,

it becomes devalued because of that.

Because there is nothing changing.

You need to interrupt the patterns

that people are going through

so that it resets them.

It almost like is a way to surprise them,

it's a way to have them take a breath

every once in a while.

It's similar to, and I tell this story on stage,

if you have a spouse and you

go to bed with them every night,

and you say goodnight honey, I love you, every single night,

goodnight honey, I love you, goodnight honey, I love you,

and like there's that one time that

you don't say it and then she gets upset,

because it's kind of a usual thing,

that's a pattern interrupt.

But if you go into her office on Tuesday at 3:48 pm

to just give her some chocolates and say I love you.

That's different, that's not normal,

that is the thing that gets remembered.

That's the thing that gets talked about.

That's the thing that keeps that person excited.

And it doesn't have to be very big.

These pattern interrupts go very a long way.

On YouTube you'll notice this on a lot of

really, really high performing channels,

that every, almost every few seconds, often,

there'll be some sort of jump cut,

or B-roll, or screenshot, things are moving around,

things are changing, the pattern is being interrupted.

Now it's a little bit more different to do it in a

livestream setting like this,

because I mean, I do have access to,

tools to allow for different things to come up,

for example, if I were to go here, and do that,

okay, even something as simple

as that visual that just popped up right now,

that's a pattern interrupt too.

But in live settings, a better pattern interrupt is to just

okay, take a quick break from the content,

move onto something else, just for a brief moment,

so that you can come back to it and there's

a little bit of a break, and I just did this with you guys

right before we went into the P here.

I said, okay, well tell me where you're coming in from,

and also talking about the giveaway

and all those kinds of things.

We took a break, we interrupted the pattern,

and now we came back to it and kind of reset.

So interrupting that pattern's gonna be a great thing

for you to do, and if you do videos,

this is gonna be really, really important,

and there's a few things you can do

with your videos specifically, recorded videos,

and this is just where my head is at right now

because of the fact that I've been doing a lot of videos.

So adding B-roll.

So as you are speaking, you can cut to a different scene

of you moving or doing something else.

Or, for example, if you're doing an unboxing video,

and you're showing you and this box,

you can cut to another angle at a certain point

of you opening the box, maybe it's a little big closer,

or taking things outta the box,

but you're still speaking over it,

that's an example of pattern interrupt.

Even just a little icon that pops up

or an emoji that pops up at a certain time,

just to kind of emphasize a funny thing that just happened,

that can be a pattern interrupt.

Text that pops up on the screen,

a moving still image of a stock image

that represents or support that particular point

that you're making, that's a pattern interrupt as well.

Livestream inception.

What kind of gazette kept over there

showcasing YouTube subscriber number?

Yeah, we'll get into questions and answers in just a minute.

Actually this is called LaMetric, and it's pretty cool.

It can show your Instagram account,

it can show, it can be an alarm clock, all kinds of things,

so LaMetric.

Anyway I just wanna finish up.

Remember the hook, so telling stories,

what are they gonna get,

what do they not get if they don't follow through

and actually implement.

Also providing an open loop and we close that loop here

with the HIP.

The incremental content, so we did that here as well.

So here's step one, step two, step three,

and making it easy to understand,

and something that a person can,

especially if it's a longer set of steps,

have the first steps be easy to implement.

And then the pattern interrupt.

So making sure that in your content

you're breaking it up a little bit.

Even in written content, you can have pattern interrupts.

So instead of just one long paragraph,

obviously you wanna break it down and chunk

it into different pieces with H3 headers along the way

to signify the different sections.

But even then you could break it down even more

by having images, you can have,

pull quotes, so larger bodies of text

that share some parts that you

wanna emphasize in that post.

There's a lot of ways to interrupt that pattern.

So what I would do is go to your last piece of content

that you created and kinda do a self audit.

Have you created a good hook?

Have you created an incremental process that's

easy to start and once that motion gets going,

people can go through the rest of it?

And have you been able to interrupt that pattern

throughout the whole piece?

So there you go.

That's the HIP strategy.

Yes, very cool, we use that

pattern interrupt style a lot, it fits us.

Great, thank you, Halos and Heathens.

Love the content, Pat, you are an inspiration,

long live Favle.

Welcome to crypto.

Yeah, let's hope things rebound in the crypto world, right?

Wish I had caught this in the beginning.

Guess I have to watch it later.

Yes, no worries, and hey, by the way,

we're gonna do the first part of our contest right now,

so for those of you who are watching live,

before we get into the QA, I'm gonna ask you guys a question

and I'm gonna select an answer randomly

in the next couple minutes and you will win

an Ask Pat t-shirt and a signed copy of my book,

Will It Fly.

So the question that I have for you is

who is inspiring you right now.

Please don't mention me, but I'd love to know names of

who it is that you're following

whether it's on YouTube, or blogs,

or live streams, whatever.

Just I wanna know a name of somebody else

who is really, really inspiring you right now

and helping you in some way, shape or form.

If you wanna also add in why, that's cool,

but not necessarily in order to qualify

for this random drawing.

I'm gonna pick somebody in the next couple minutes.

But I am gonna read off a couple names right now

just so I know.

Chris Tucker says Sensational Life,

Sean Cannell, for sure, Amy Landino,

Roberto Blake.

Ray Edward says Tyler.

I love Ray, he's amazing.

Draw with Jazza, Thomas DeLauer, Brian G. Johnson TV,

Alex Becker says Sean.

I see him in all the ads that are on my channel, it seems.

Roberto Blake, Gary Vee, Derek Sivers is amazing.

Ducker of course because he's a great Brit.

Are you a Brit too as well, Amanda?

Gary Vaynerchuk, Jordan Peterson, oh couple names

that I don't know actually, which is great.

Richard says JLD, John Lee Dumas, awesome,

Howe L. Rod says Phil.

Are you doing the miracle morning as well?

Roberto Blake, did you guys catch the

Tactics in the Tesla with Roberto Blake.

Amazing, right?

Great conversation and I'd love for you to check that out

if you haven't already.

You can just go back a couple videos in my channel.

We had a great conversation

and he broke down a lot of what it takes to succeed.

Not just on YouTube but as a creative,

as an almost solopreneur if you will

to rise up and create something awesome

and make money from your skills, it's great.

Brian Dean, Siri the Pixi,

Siri the Pixel Biologist, sorry.

John Oliver, Jeff Walker, I love Jeff,

I just met him in person the other day.

Peter McKinnon, man his channel's exploding, I love that.

Tim Ferris, James Altucher, Ray Edwards again,

Dan Crone, okay, so Shaline Johnson says Beautiful Horizon,

that's great.

Alright so I'm gonna pick somebody at random here,

it's been a couple minutes,

so thank you guys for answering,

that helps me understand okay,

well who else can I learn from and get inspired from

so that I can inspire and help you even more.

So I'm gonna pick, uh, let's see,

Sam Jay here says Phil Ebner.

So Sam, Sam Jay, send an email to

[email protected], congratulations,

you're gonna get an Ask Pat t-shirt

and also a signed copy of my book, Will It Fly.

So Sam Jay, congratulations,

let me put a note in here for my assistant

so she'll expect that from you.

And you replay viewers after the Q&A,

I'll give you a question as well

so that you can win something next week.

Just like Ryan did from last week.

Ryan Soperpowel.

So let's see here, so Sam Jay in the house.

Sam Jay for Ask Pat shirt and Will It Fly book.

Awesome congratulations Sam.

Okay so I'll take a couple questions.

Probably I only have time for a couple because

I have office hours with my Power-Up Podcasting students

in just a minute, but

sorry Niha, I appreciate you for being here though.

Amanda says meh.

Extreme Geek says Casey Neistat, yeah he's great.

You helped me initially set up my podcast

so thank you for the mentorship.

My pleasure, Euclid, thank you.

Mina the warrior's princes lol.

Just sent three people wanting to do a new podcast

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