The most important retention lesson for YouTubers

This week's newsletter was made possible by my favourite screen-recording app, Tella* 🥰

Hey,

Let’s talk about the most important retention lesson I’ve ever learned.

To do this, I’ll show you the retention graph I used to test potential scriptwriters when hiring for my agency (90% got it wrong).

By the end, you’ll understand the massive retention problem most YouTubers miss, and how to fix it at the scriptwriting stage.

For my full thoughts, check out this 12-minute video:

Click To Watch

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If you prefer, here’s the lesson in just a few paragraphs:

Retention dips are often the symptom of an earlier mistake.

• When you see a dip, you probably assume that’s where you screwed up.
• But the real problem often happened earlier.
• Overpromising, under-delivering or failing to set audience expectations can cause them to lose patience later.
• So, to diagnose and address these issues, you must study the graph in its entirety.
• If you can't find the problem in the dip itself, two possible mistakes you made earlier in the video might have caused it...

First... a quick word on the app I used to record the video above:

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Now, where were we...?

Mistake #1 - Payoff in previous segment damaged viewer trust.

• Failing to deliver a satisfying payoff in an earlier segment can cause viewers to disengage and stop watching during the current one.
• If your payoff was vague, misleading, or outright boring, the lack of closure breaks the trust you’ve built with your audience, making them less likely to stay for future segments.
• Clear, decisive payoffs make viewers feel rewarded for the time they gave you... so they're willing to give more.

Mistake #2 - Viewers MISSED your setup (because you didn’t explain it clearly).

• A clear setup for each new segment keeps viewers oriented within the structure of the video, while a vague or abrupt transition make the overall flow difficult to follow.
• When transitioning between segments, it’s crucial to communicate what’s coming next and why it matters.
• Otherwise, even if the segment itself is interesting, well-edited, and well-told... viewers will gradually stop caring because they've lost the overall thread of the video.
• Convey every segment’s purpose explicitly to help viewers stay oriented.

So, remember...

...although you might think the problem lies here…

…it could be a symptom of something you did here:

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Any time you're struggling to diagnose a retention dip, go back and study the graph in its entirety.

And, once you've identified the problem, ensure your next script includes clear setups and satisfying payoffs.

That's all for this week.

Next week, I'm dropping my 7 favourite tips for writing scripts faster.

Any questions, just let me know!

Speak soon,
George 👋