Warning
Best for: Shopping, tech, money, health and safety
The hook
- Say
- Don't buy a new phone before you watch this.
The first 3 seconds
- 0.0s“Don't buy a new phone…”
- 1.0s“…before you watch this.”
- 2.0sYou hold up the phone, or show the product.
- 3.0sThe viewer worries they're about to make the mistake.
Why it works
Fear of losing money or making a mistake is stronger than the wish to gain something.
What you need
- A real mistake people are about to make
- The product or situation to hold up or show
- A better option to give at the end
Step by step
Plan
- Tie the warning to something the viewer is about to do: buying, signing up, booking.
- Check your facts. A wrong warning is worse than none.
Film
- Say the warning with a serious face, holding up the product or raising a hand.
- Film the reason clearly, then the better option.
Edit
- Give the reason within 5 seconds.
- End with a clear alternative: “Do this instead.”
Use it in your niche
- TravelDon't book a hotel in Paris before you watch this.
- TechDon't buy new earbuds this month.
- MoneyDon't open a bank account before you check this.
Pro tips
- Timing helps. Warnings just before sales, holidays or exams get more views.
- Be specific about the risk: money, time or safety.
Avoid
- Fake panic. Warnings that turn out to be nothing kill trust.
- Health or legal warnings you're not sure about. Point people to proper sources.
