"Tell them what they'll learn" gave away the hook
The advice sounds smart: open by stating the value. So I led with "In this video you'll learn three ways to lower your cost per lead." Clean promise. Dead curiosity. 3s retention 66%, because I'd already given them the table of contents and an exit.
I flipped it to withhold the mechanism: "My cost per lead dropped 40% and I changed nothing about my targeting." Now they HAVE to watch to find out what I changed.
3s retention 82%. Average view duration up from 16s to 28s.
Views: 27k to 101k.
The lesson: don't announce the lesson, announce the impossible result. "Three ways to" is a syllabus. "Dropped 40% and changed nothing" is a mystery they'll sit through.
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"Tell them what they'll learn" gave away the hook
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