Cut Through Communication

I think it's absolutely vital.

In Cut Through, I talk about the intersection of simplicity, emotion, and energy.

And that's the bumper sticker moment.

That's how you get your big message down into something that really makes people lean in.

And I find it on my own YouTube videos as well.

I spend a lot of time thinking about how do I craft that opening pitch? Because you've got...

five seconds to capture someone's attention before they swipe onto the next thing.

And then you've got to tell them what the problem is that you're going to solve for them.

And then you've got to get some credibility in so that they believe that you're the right person that is to answer that problem or question for them.

And then you've got to kind of give them a roadmap of what you're going to cover.

And you've got to do that all in the first 20 to 30 seconds.

And I was, I was looking at my stats and I was working with a coach at the time, a YouTube coach.

And, and I, kind of messaged him i said look this is terrible i'm losing i've just looked at the retention stats from my latest video and i'm i'm got 70 percent of viewers are staying with the video at the 30 second mark so that means that i'm losing 30 percent of people in the first 30 seconds like this is absolute disaster and you won't know dominic that's world class We're so distracted as human beings that we won't give stuff 30 seconds.

Test it out.

If you're listening to this podcast, think of your social media behavior this afternoon or this morning or whatever time it is for you.

How long did you spend with the things that you saw? It will be milliseconds on some of it.

So if we want to cut through, if we want our audience to really pay attention, we've got to be much more mindful about that first sort of hook.

Yeah, I spend a lot of time on Sunday mornings on YouTube on my telly.

So when I'm eating my cornflakes on the sofa on Sunday mornings, I flick through some of it.

I'm losing myself down AI rabbit holes.

I look at YouTube, you know, going viral, how to do this, how to automate stuff.

And I've got a few people that I follow quite regularly.

When their content comes on, I want to watch it because I know that they speak to me.

But there's other people I go, Well, you're off.

Going.