01Contrarian
Use when: When the common advice in your field is genuinely wrong, and you can explain why.
Most {audience} {topic} in a way that quietly costs them money — and it isn't a talent problem.
Everyone tells {audience} to {topic}. That advice is why so many of them stall.
The standard advice about {topic} works — for the top 5%. Here is what works for everyone else.
Direct callout
Use when: When you want to filter hard for one specific person rather than reach everyone.
If you're a {audience} trying to {outcome} and it isn't working, the problem isn't effort.
This is for {audience} who have been {topic} for a year and have nothing to show for it.
You are not bad at {topic}. You were taught it in the wrong order.
Curiosity gap
Use when: When you have a genuine insight and want the maximum possible watch-through.
There is exactly one reason {audience} plateau on {topic}, and almost nobody will say it out loud.
I spent two years learning {topic} before someone showed me the thing that made it click in an afternoon.
The reason {topic} works for some {audience} and not others has nothing to do with effort.
Pattern interrupt
Use when: When your audience has heard the standard advice and is numb to it.
Stop {topic} the way everyone teaches it — it's the slowest route to {outcome}.
Do not {topic} again until you have watched this.
Close the tab. You are about to {topic} the wrong way for the third time this month.
Live demonstration
Use when: When the value is visible — code, design, spreadsheets, anything you can screen-record.
I'm going to {topic} in front of you, start to finish, no cuts — so you can copy the exact process.
Watch what happens when I change one thing about how I {topic}.
Here is my actual screen while I {topic}. Nothing hidden, no edits.
Reframing question
Use when: When you want saves and shares rather than immediate comments.
What actually changes the day you stop guessing at {topic}?
If {topic} were easy, what would you be doing instead of watching this?
How much longer would you keep {topic} the same way if nobody ever told you it was costing you?
Numbered list
Use when: When you have genuinely distinct points and want a clear, completable promise.
Five things about {topic} I wish someone had told me before I wasted two years learning them the hard way.
Three mistakes {audience} make with {topic}, in the order they usually make them.
Four things I stopped doing before {topic} finally started working.
Cost of inaction
Use when: When you need urgency without manufacturing fake scarcity.
Every month {audience} stay stuck on {topic}, it quietly costs more than fixing it ever would.
The most expensive thing about {topic} is not the money you spend on it. It is the year you spend avoiding it.
You are not saving time by postponing {topic}. You are paying for it in instalments.
Before / after
Use when: When you have a real transformation — yours or a client's — that you can show.
Two {audience}. Same starting point. One of them can {outcome} — the difference was a single decision about {topic}.
Six months ago I was {topic} with nothing to show for it. Here is what changed.
The before and after look like different people. The process was three decisions.
Receipt first
Use when: When the outcome is visually provable and you can show it in frame one.
This is what {topic} looks like when it's actually working — let me rewind and show you how I got here.
Before you scroll: this is the result. Now here is the exact process, in order.
That number is real. Here is the whole path from where you are to it.