🔎RR#23 – Videos underperforming? Open this…


Let’s start off with a game.

Wait, a game?

Yes, you heard me.

It’s the end of the week and I’m forcing you to have some organised fun.

The Game

Take a look at the graph in this tweet…

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George Blackman

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May 14th 2023

Can you figure out, just by looking at the graph, why this video was losing viewers?

A couple of folks who replied to the tweet got it right, but see if you can figure it out before clicking through to read the answer.

(If you’d rather not click the tweet, I’ll leave the answer at the bottom of this email!)

But this isn’t the only graph I’m gonna get you to look at in this email.

Because until you learn to properly interpret different graph shapes and what they mean…

You’ll never understand how your audience really feels about your content.

Result? You’ll keep making the same mistakes.

With that said, let’s get onto the reviews…

Video #1

Title: Your Roadmap to Prosperity from Ground Zero
Creator: Conscious Mastery
Average % viewed: 46.8%

In this review:
What a retention graph with a slow, steady decline like this means (and how to fix it).

Video #2

Title: I Learned Sion in 10 Hours. Here’s what Happened
Creator: Ecore200
Average % viewed: 51.7%

In this review:
The most compelling way to incorporate voiceover into entertainment content.

Video #3

Title: Tumblr Users Are Unhinged
Creator: Damien Lee
Average % viewed: 64.1%

In this review:
The mindset shift you need if you’re serious about improving your content over time.

⚡️ Wanna see all my reviews in one place?

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Time for some answers 😱

So… why were people skipping ahead in the graph I showed you at the start?

One word: Payoff.

In that script, I’d make a point, THEN talk about it for ages.

So, after making each point, I wasn’t adding anything new, which meant people were skipping ahead to get to the next payoff sooner.

Instead, you should always be building towards a payoff – giving context; using metaphors; telling stories; gradually revealing details…

…rather than giving away the juicy bit and then overexplaining it.

That’s all for now!

Speak soon,

George 👋

Whenever suits you best, here are some other ways I can help:

  1. 🛠 Download my free YouTube scriptwriting templates.
  2. 🚀 Gain access to The Retention Hub (80+ video reviews across 40+ niches).
  3. 🔎 Get your YouTube script personally reviewed by me.
  4. 🤝 Book a 1-1.

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