Matt Gray — how to become a storytelling genius (the addiction framework)
Source: YouTube Channel: Matt Gray (278000 subs) Duration: 15:40 Views: 21945 · Likes: 1090 Video: Watch on YouTube
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In this video, I break down the psychology behind addictive storytelling, the five-line framework I use in my own business, and how to turn a single story into revenue without sounding salesy. I’ll show you how to open curiosity loops that hold attention, move people from awareness to action, and connect your call to action so it feels inevitable instead of forced.
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Key Insights
In this video, I’m going to show you how
[music] to go and make your stories
addictive in the six-part framework that
turns any story into profit. So, as
you’re going through this as well, I
want you to think about one story you’ve
already told or want to tell. And I put
together a short storytelling growth
assessment that [music] you can use
after this video to map that story and
then see whether it can actually scale
into sales. [music] Watch this verse and
then go and diagnose your story after.
Step one, make your stories addictive.
First, you need to understand how to
make your stories addictive. In my how
to work less and earn more video, which
hit over 598,000
views, I opened up with, "If you thought
of someone making 730,000 per month,
how long would you guess they’re
working?” Most would guess 12 to 14
hours a day, I’m doing the complete
opposite. Then I held that tension
through the whole video. I didn’t
explain how until several minutes in.
And the result, people couldn’t click
away. The reason this works is a garnic
effect. Your brain genuinely hates
unfinished business. Once you open a
loop in someone’s mind, their nervous
system craves that closure. You
literally can’t stop thinking about it
until it’s resolved. You know, when
you’re going and creating any video or
maybe you’re writing something, right?
The main goal here is to actually go and
retain people to the end. And when
you’re thinking, say, about a YouTube
thumbnail, the core currency and emotion
you’re trying to drive there is
intrigue. intrigue is going to go and
drive the click, but once someone’s in
the video, it’s tension that you want to
go and create. That retention is going
to be created when people are really
[music] sucked into the story. And in
order to do that, you want to go and
open up different loops and then go and
create that tension and don’t close it
for, you know, a few minutes later in
the video. You wouldn’t believe what
happened next. And this nearly killed my
business. This was crazy, but nothing
yet compared to what happened next.
These kinds of questions keep people
diving in. Now, their brain leans in and
it needs the answer. You know, what
you’ll often see is when you use these
kind of tactics multiple times
throughout a video, you’re going to make
sure that people are hooked in the story
all the way through. On the other side
of things, shitty stories basically go
and get someone hooked at the beginning,
but then the story just seems to fall
flat because there’s no more curiosity
gaps. [music] And so when you’re going
and getting that story dialed in, make
sure you put the right curiosity gaps
throughout it to keep the viewer
retained. Step two, use storytelling as
your growth engine. Storytelling is your
fastest path to revenue. People remember
stories 20 times more than facts.
Stories get people emotionally involved
in your brand. You know, as much as we
like to think that we’re just these
rational beings, the reality is we make
emotional decisions, especially when
we’re purchasing. And so your story is
an amazing opportunity to develop that
emotional resonance and that emotional
bond with your core dream [music]
customer. This explains the psychology
behind luxury brands. You know, a Birkin
bag costs $50,000. And trust me, it’s
not because the leather’s something
special, but because of the story, the
artisans, the waiting list, the
heritage. Someone will wait 3 years for
that story. Your story is your strategy.
But more than that, a story is a funnel.
A funnel is the path someone takes from
never hearing about you to becoming a
paying customer. Most people think it’s
linear. You know, traffic leads to calls
leads to sales. But that’s not actually
how humans buy. The real funnel is this.
It’s attention to trust to belief to
action. Attention gets people to stop
scrolling. Trust makes them listen.
Belief makes them think. This could
[music] work for me. Action is when they
finally buy. For me, when building
founder OS, I c
Transcript continues…
Chapters
- 00:00 — Intro
- 00:40 — Make Your Stories Addictive
- 02:37 — Use Storytelling as Your Growth Engine
- 04:43 — Your Story is Your Unfair Advantage
- 07:17 — The Five-Line Story Framework
- 10:02 — Turn Stories into Sales
- 12:08 — The Content Waterfall System