Next, you're going to immediately showcase proof of the claim you just made in order to back it up. We need to forcefully insert confidence into the viewers minds & let them know we aren't full of it.

The proof you need to plug in here (visually) needs to be absolutely undeniable.

This can be a screenshot of a message from a client, a before & after picture, a revenue dashboard etc.

Whatever applies to your niche and can display proof of the claim the best - you want to use that.

It's highly recommended that you plug in results of a client or customer.

Remember, if all we did in each video was just “say what we did” without making a viewer understand “the why” - then 1) the viewer does NOT view us as an actual authority/expert and 2) they’ll just save the video to come back to later & not perform any action

We need to deliver them a strategic, and contrarian, epiphany.

A good way to generate these from scratch over & over is just ask yourself “What’s something about this specific topic that most people in my market incorrectly believe to be true or don't know at all”.

What this actually is, is essentially your “philosophy” about the proper way to execute the action you’re talking about in this particular video.

If you recall, this is very similar to your “unique mechanism” you present in the long form case study breakdown…

In this portion of the video, we are re-introducing social proof again, but this time we'll be cranking the intensity up by almost "challenging the viewer" with additional social proof we have on hand to break down even more limiting beliefs.

Example of how I've done social proof challenges to an audience before (when I was working primarily with fitness trainers & building funnels + marketing copy etc.)

"And if for any reason you think this doesn't work, let me know when you're booking 5 calls per day just from posting on this app and we can have a conversation."

When you actually "challenge" the viewer, not only does it force you to speak in a high conviction tone, but it also causes the viewer to compare the results you're showing in your video to the place they're currently stuck in. They then begin to evaluate if they actually want to stay in their sh***y situation or actually make a change.

This is where you’ll be performing a passive call-to-action...

This means that, in a very relaxed tone, you're going to direct viewers to simply just direct them to move to the next stage of your "social funnel".

You DO NOT want to pitch them to your final intended outcome straight from content. i.e. booking a call/buying your products

(Can you imagine how weird that feels to the viewer?)

You want to just casually push them to the next conversion event (the next stage in your funnel)

This could be:

-The rest of your TikTok/Instagram page ex: “Check out the rest of my page for more X tips”

Go check out my Instagram for more X

Go check out the full example breakdown on my page

“If you want to see the more in-depth & actual examples of what I just talked about, I just made a YouTube video explaining it in complete detail, you can go check it out by just clicking here.”

{You’ll want to actually show the link you’re talking about at the end”}

This is the exact word for word script we used for a single short form piece of content that directly brought in 27 booked calls & 16 closed deals (we used Hyros to track the source of the calls)

Also, don't just copy this without trying to understand the nuance behind things, if you don't understand the nuance - people can absolutely tell by your "screen energy". Not to mention, you're not doing yourself a favor & won't be able to do this on command if you don't "work the content muscle" at all.

Last thing for context, the target audience for this was fitness trainers that wanted a funnel, marketing templates & training etc.

“Now…I’m willing to bet that the content that you post on this platform is not making you anywhere near as much money as you feel it should be”

Structure:

"I’m willing to bet that {repetitive ROI action} isn’t getting you anywhere near as much of {intended outcome} as you feel it should be”

Why We Said This:

Addressing the target audience through their main pain point/problem WHILE ALSO not addressing them BY WHAT THEY ARE.

Imagine if I opened with: “Are you a fitness trainer trying to make money through organic social media?” - Anyone would have immediately scrolled off the video, even if they were exactly who I was trying to target.

Directly calling people works for direct response advertising, but in terms of organic content marketing - it’s much less effective

“And just so I can piss you off a little bit and stick a knife in your side to let you know how much cash you’re missing out on from just this platform…”

Why We Said This:

There wasn’t a particular wording structure here - however your main intention is to irritate and aggravate the viewers energy so they are more receptive to the social proof that’s about to be dropped next.

(I should also note that the words were said in a downward inflecting tone so the video was a bit more of a pattern interrupt and there was more inherent authority in the statements given)
​
Social Proof Continued:

“This is one of my clients who’s a relationship coach…where all we did was a very specific tweak to his content and his funnel and in the first day of implementation got 5 booked calls and 15 leads with a weighted value of roughly $35,000 from a single organic TikTok”

Why We Said This:

Continual and massive irritation of the pain point by showing a seemingly unreal example of social proof to INCONTROVERTIBLY prove that the value we give later in the video is backed up in almost unnatural cases ( not to mention the insane injection of social proof)

Social Proof Continued:
​
“Now the reason I’ve purposely irritated you with showing you people that are bringing in opportunities and cash flow for things that might seem downright ridiculous is so that you’re more receptive and will pay more attention as to how you can actually monetize this platform so you can understand the strategy …what the definitive guideline is”

Why We Said This:

Transition and explanation of WHY I aggravated their energy so much in the beginning + also expressing that I’m not saying it purely for engagement purposes…that it was a subliminal preparation to get them ready for the value bomb (Jedi Mind Tricks)

“So when it comes to your personal brand and selling a service through any of these short form platforms OBVIOUSLY the most imperative portion of your entire ecosystem is your content - No Shit…who would have guessed that right?”
​
Why We Said This:

​​We’re further filtering viewers and hammering in on the ideal audience while also beginning to transition into the “value phase” of the video more...
​
​Epiphany Continued:
​
​“Most people essentially optimize their strategy for surface level garbage that doesn’t impinge on a very specific need that their audience desperately requires help with”
​
​Why We Said This:

Further expanding on the subliminal message in the last section as well as actually providing value…(not spewing horses**t)
​
​​Epiphany Continued:
​
​​"So the first of three portions of your fucked up funnel in your personal branding/service funnel you need to fix in order to capture more cashflow…”

Why We Said This:

True introduction of the framework/direct action of the video (value bombing)

Epiphany Continued:

“Make every single piece of your content as if you were offering direct consulting to a single person…but done in a public setting”

Why We Said This:

Actually providing value and giving them a new perspective on a topic the target audience struggles with regularly. (Notice how I’m also showing people I’m practicing what I preach)

Epiphany Continued:
​
“This allows for you to build yourself as the pillar, the mainstay of your entire space as time goes on because people are always going to go back to you for the most crystal clear advice that’s freely given within your vertical”

Why We Said This:

Pushing even more value with the addition of WHY THE VALUE IS SO IMPORTANT in their case…this makes them more motivated to take some form of action…whether its direct implementation on their part or engaging in your offering

"And if you still don't believe that this works, let me know when you get a booked call for every 1,300 views on your TikTok videos and we can have a conversation"

(Stated while I have a background of the spreadsheets and math proving the booked call ratio from my account)

Why We Said This:

This is the ‘Social Proof Challenge” - this is meant to provoke, confuse and almost “confront” your audience with even more incontrovertible social proof to hammer your authority and competence home

(In my opinion this is one of…if not the most important part of the video structure)

​“Go check out the rest of my page to get more monetization tips”

​Why We Said It Like This:

​This is meant to be viewed more as a traffic director - not so much a CTA

​I know this sounds dumb considering it’s quite literally a "call-to-action"…but it’s extremely important HOW YOU THINK ABOUT THESE STATEMENTS WHILE YOU SAY THEM.

​There will be a veritable split in your tonality and energy projection when you are making a call-to-action versus calmly recommending someone should go check out more of your content if they happen to like what they just watched

​(Considering they just watched 2-3 mins straight…they will absolutely go check out the rest of your page)

​This shift has a MASSIVE difference in your energy projection and being at the end of your video (Right when they have just consumed your content and are the most bought in) is the most pivotal moment where you cannot afford your energy and tonality being the deciding factor in a conversion spread of 1-5% (especially when there is tens of thousands of viewers)
​
​REMEMBER: A POSITIVE ENERGY AND PASSIVE TRAFFIC DIRECTOR HAS A MASSIVE EFFECT IN THE FINAL throughput of viewers that actually go down the rest of your profile funnel.