The Content Playbook: Turning Your Teachings Into Big Followings That Buy Everyday with Brandon Lucero

(How to Turn Viral Videos Into Leads & Sales with guest James Wedmore)

Relevancy: Why it feels like social media is reading your mind is because of relevance. Your content will go viral when it connects with things the watcher is already watching. Then more of the same gets suggested. Time of post doesn’t matter and hashtags don’t matter any more. (Paras note: In my experience some of these depend on platform.)

The platforms understood your psychological elements to know your attention profile and give you what you want to see. They never tell you that you are wrong or show you what you disagree with. (Paras note: I don’t fully agree.)

Major Attention Points (Combine your thoughts, opinions, teachings and beliefs with these elements.)

– Audience Experiences: Capture the scenes and moments they live through daily e.g. driving home after picking your kid.

– Audience Beliefs: The belief system shaping how they see everything. There are limiting, empowering, identity beliefs and more.

– Audience Actions: Behaviours and failed fixes that keep them stuck. Talk about the actual action they usually take or mistakes they’re making.

– Audience Thinking: The internal thoughts looping in their head.

– Your Message: What you stand for and why it matters. Having the common enemy.

– Your Impact: The change you’re driving – and how to measure it.

– Your Values & Beliefs: Your ideological foundation – the non-negotiables.

– Thought Leadership Style: Your voice, tone and how you show up in content.

– Your Teachings: Your frameworks, methods, and signature systems.

– Niche Foundation: Lock in the business foundations every bot references.

– Ideal Customer: Sharpen who you serve at an identity level.

Hooks and Topics

– Speed & Ease + Emotional Desire + Painful Situation. The example he gives is using the 5 Work Framework so your title would look like ‘5 Words That Make Your Kids Feel Closer To You Without Long Talks and Conversations’. 5 (things/words/phrases/tips/etc.) that…

– Emotional and Identity Validation e.g. #1 Reason Your Kids Feel Emotional Safety.

– Another formula = Specific problem + Quick and easy solution + Easy understanding. Notice how all good content focuses on problems.

– Unpopular Opinion = Curiosity + Specific belief/thought + Challenge Norm + Painful situation.

– 5 Mistakes = Pain identity + Curiosity. E.g. 5 Mistakes Menopause Parathoners Make in their Final Race Prep

– I didn’t realise …. = Curiosity + Surprising situation + Story to teach + Lesson. E.g. I didn’t realise how I sounded until my kid repeated it.

– Other examples: I committed to X and X was the result.

Open and Curiosity Loops (In the content)

– Audio open loops examples: Step 3 took me 5 years to learn. Step 5 is like this step but a little more powerful. …. the lesson which I will share at the end.

– Visual hook examples: Show the number of steps in the start and then as you say the steps they appear next to the number.

Monitor and Redo

– Look at your retention rate and where it drops. Recreate the content to reduce the drop.

Unlock Instagram and Facebook

– He says that once you get even one video to hit a new high. That is the new ceiling. The rest of your videos will likely get pulled up with it and you should go into content creator mode when this happens.

– Polarising + Validating. Look through competing accounts and see which one’s are getting the views and reactions. Now create your own spin on what they’re saying e.g. ‘This may upset divorced dads out there but it needs to be said’. Don’t do it for the virality, do it because you also believe in your message.

Talking Head 1-3 Minutes

– Sandwich your CTAs. Leave the depth for the next step, try get them sign up to emails. Aim for 60 seconds.

(Tour of Content Lab)

Framework Reveal

– I finally figured out/cracked the code on x (problem audience is trying to solve) and it only took me (x effort e.g. 3 minutes) and I call it x (framework name). It’s X steps.
(They do a live creation with a lucky caller)

If you’re interested in content creation or starting out, you can see my budget equipment reviews and recommendations here.