Top Picks
Tips.
Every product. Every hook. Every winning video example. Use these to create content that stops the scroll and drives sales.
Verbal
Visual
People are allergic to sales pitches.
They aren't allergic to Stories.
The Sales Pitch
Triggers defence mode. The brain goes: "I am being influenced. Protect resources."
The Story
Activates narrative transport. The brain stops arguing and starts simulating. The guard relaxes.
What's Happening
You're bypassing the rational courtroom and walking straight into the imagination theatre. That's where decisions are rehearsed.
Resist the temptation to open with the price. You're just competing with everyone else who anchors their video to cost.
"Personal scenario — I've had this problem, and since getting product it's helped with product benefit, which means personal benefit."
Specific life change
Slight vulnerability
Concrete irritation
Product as a tool
Emotional payoff
The more specific the detail — mortgage at 36, raiding cupboards like a raccoon, conspiracy theories on YouTube — the more believable the story. Specificity beats perfection.
What can you lean into? Pick one angle. Build your scenario around it.
| Angle | Example Scenario Opener | Why It Works |
|---|---|---|
| Age | "Turning 40 and noticing things I never noticed before..." | Age milestones trigger universal recognition — everyone's been there or is heading there |
| Relationship | "Dating again after getting divorced..." | Relationship status shifts create identity resets — people are rebuilding who they are |
| Family | "Having kids changed everything about how I shop..." | Family dynamics change priorities — people are solving new problems they didn't have before |
| Work | "Back in the office three days a week and I needed..." | Work context shapes daily routine — it's a credible reason to need something new |
| Social Events | "My friend's wedding was coming up and I had nothing to wear..." | Events create deadline urgency — people are solving a specific, time-bound problem |
| Moving Home | "Still getting used to being on a ground floor after moving out of my apartment..." | New spaces create new problems — the product becomes the natural solution to a fresh context |
| Health & Body | "My doctor flagged something at my last check-up and I needed to change..." | Body changes are deeply personal and relatable — vulnerability here builds instant trust |
| Skin Type | "My skin got oilier in summer and nothing I had was working..." | Skin-specific scenarios signal credibility — the viewer feels you understand their exact situation |
| Hair Type | "Going natural meant I had to completely rethink my routine..." | Hair identity is deeply personal — it signals shared experience with a specific community |
| Sleeping Pattern | "My sleep went to pieces and I was waking up exhausted every day..." | Sleep is universal but personal — it signals a lifestyle shift that changes what you need |
| Hobbies | "Got back into running after three years off and nothing fit properly..." | Hobbies signal identity and community — people who share the hobby immediately self-select |
| TV Show / Media | "Watched a documentary about it and couldn't stop thinking about it..." | Shared cultural references create instant in-group feeling — 'you watch that too?' |
| Social Commentary | "With the cost of living the way it is, I stopped booking salon appointments..." | Shared frustrations build solidarity — the product becomes a smart response to a collective problem |
| Race / Culture | "Growing up, we never had products made for our skin tone..." | Cultural specificity signals authenticity — it speaks directly to an underserved audience |
| Religion | "Ramadan always makes me rethink my routine completely..." | Religious and seasonal rhythms create natural context for why you need something now |
| Sexuality | "Coming out meant rediscovering what I actually wanted to look like..." | Identity milestones carry emotional weight — the product becomes part of a personal chapter |
| Gender | "As someone who's always struggled to find clothes that actually fit..." | Gender-specific frustrations are deeply felt and widely shared — instant relatability |
| Tidiness | "Became obsessed with decluttering and realised my kitchen was a disaster..." | Organisation identity is a strong niche — the product slots into an existing value system |
❌ You're not selling the product
💡 The Micro-Irritation Rule
The mistake most creators make is thinking the story has to be dramatic. It doesn't.
Tiny frictions are relatable. Relatability beats intensity.