Sweet and sour words. This is a technique taken from old-school copywriting practices that can help elevate your content and specifically your text hooks.

Pick one of these words. Use it at the start of your next video and watch what happens. If you want to get attention online right now, this is a ridiculously effective way of doing it. I call this the sweet and sour technique. You take a word that is sour, it usually means something bad, and then you combine it with something sweet, like saying ridiculously effective, or stupidly good, or disgustingly well. This is an old school copywriting technique. These words are usually called "pire words" or "intensifiers". And the reason they work is because your brain is like a little prediction machine. It's constantly trying to predict what is going to happen next, and when it sees two words that don't normally go together, that breaks, that prediction. It creates contrast and it immediately grabs attention. It also creates a little sense of novelty. People feel like they're going to get something from your video that they haven't heard a million times before. So a wedding celebrant doing a video on how to write a good wedding speech becomes how to write an offensively good wedding speech. On a content doing a video on expenses you can claim as a free lancer becomes suspiciously legal expenses you can claim as a free lancer. But there are two rules for getting this right. Number one, it usually works best in the text, took on the screen. The second thing is your video actually needs to live up to the hype. If you're telling me about the psycho things that you did to see of money, and then you tell me that you cut back on takeaways a little bit, I'm going to feel robbed. You know, everybody is always trying to reinvent the wheel when it comes to content and find the next new trend. When all of the best tricks and techniques and strategies have been around for decades. Copyrighters, marketers, psychologists, script writers, public speakers, they've worked this stuff out ages ago. And that's exactly why I teach the way that I teach in the content club, which is my course on community for content creators. I give you the skills and the techniques that have always been around and will outlive any trends when it comes to content.