Say The Next Thing

I grew my TikTok from 25k to 65k followers in two months, after being stuck for two years.

The change came when I started applying what I’d been learning in psychoanalysis and coaching to how I made videos. A therapist’s work depends on someone wanting to keep listening, and the principles behind that turned out to work just as well on camera. I kept them as a list in my notes app. When the list reached about a hundred, I decided to turn it into something other creators could use.

Most content advice hands you tactics: open with a controversial claim, hook them in the first three seconds, follow this template. They work for a while, until every video starts to sound the same as everyone else’s. This guide explains why those tactics work, so you can come up with your own instead of repeating someone else’s.

Take the advice to open with a negative or controversial claim. The principle underneath is that the claim creates an inside and an outside. The viewer joins you on one side, looking at the people the claim is about, and a frame forms around the conversation, the same way the therapy room holds whatever is said inside it. Once you understand that, you can create the same effect in many different ways, and you’ll know why some controversial openings fall flat.

Or take the hook. In psychoanalysis, a patient keeps coming back because they suspect the analyst knows something about them that they don’t yet know themselves. The term for this is “the subject supposed to know”. A viewer starts your video wondering the same thing: does this person know something I want to know? A therapist never says “I promise what I’m about to tell you will change your life”. It would sound ridiculous, and yet the patient keeps listening. The guide shows you how to earn that kind of attention through what you say and the order you say it in.

What’s included

• The mini book (79 pages). Every principle explained: why it works, what it looks like when it goes wrong, a test you can run on your own script, and examples from real videos. Read this first so the ideas become your own.

• The working guide. A step-by-step process for developing a video with AI, from first idea to title, with copy-paste prompts for each step. The prompts show you how to work with AI on your ideas. At the guide’s core are the principles in shorthand, ready to give an AI so it can help you write your script and then check it. Two versions - PDF and DOCx. The DOCx - it's easier to copy the principles.

• My most viral scripts. The full transcripts of the videos the book and guide refer to, so you can see the principles working across a whole video.

Who it’s for

Anyone who talks to camera, in any niche. My examples are about relationships, but the principles are about how people listen, so they work just as well for money, fitness, careers or anything else you explain.

A note on using it

The principles sharpen your instincts rather than replace them. If you have a strong feeling about a title or an opening line, trust it. Read the script aloud in your own words and leave out what doesn’t need saying. Make each point clearly, then move on to the next.

Work with me

I’m considering live sessions with creators: 3 to 4 hours going through your ideas with this guide, either to create new videos or to rework ones that didn’t get the views you wanted. If you’re interested, send me a message.