Zach King explains why opening videos by talking about yourself kills engagement. Instead, validate why viewers clicked, focus on their benefits, and use your story only to illustrate the solution they need.
So you've opened up your video talking about you, which is an absolute. No, no. You want to talk about the prospect and where they are and what it is, right? So a much better opening is like, hey, I can see that you're watching this video right now because you're probably looking to get more clients or retain more of your dream clients. And that's exactly what you're about to find out here, right? Big benefit. This is why you're here. Validating why they pressed play and then go into the directions of hi, I'm Zach King. And like, people don't give a about you, right? Or what it is that you do. Unfortunately, that's just the truth. They only care about themselves. Therefore, all of the language and the messaging that you put together needs to be about them, not about you. And if you are including it about you as a side story, and it's more so to show like a hero's journey and using yourself as the hero of what it is that they could look to achieve within their own business, right? So if you're just talking about that, you run a boutique videography company. They don't give two about that. They care about them, what's in it for them and where it is that they're going. So you just want to keep the main thing. The main thing as that opening of the video is the lead in that is the most important part of a video online is how well you can grab and captivate someone in that opening hook. And that leads.
