§ 01 · The Hook
The bait, then the rug-pull.
The promise is right there in the first twenty seconds: every format, every framework, every edit trick — a complete playbook for talking into your phone. What the title doesn't say is that the real thesis runs deeper than content strategy.
Where the time goes.
00:00 – 00:52
01 · Hook + why yapping matters now
Sets the premise: yapping is the simplest version of talking on the internet, and the payoff extends far beyond views or followers.
00:52 – 02:55
02 · Three benefits of making content
Becoming a better communicator, building a more thoughtful life through idea-workshopping, and the career and business upside of free internet attention.
02:55 – 04:41
03 · Sponsor (HubSpot LinkedIn pack)
HubSpot LinkedIn starter pack — Adam Biddlecombe growth guide, Mindstream cheat sheet, LinkedIn profile playbook.
04:41 – 06:16
04 · Three base yap formats
Standard yap (sitting, talking), walking yap (in motion), car yap (candid, not always looking at camera). All require just a tripod.
06:16 – 10:28
05 · Graphic yaps: three levels
Chaotic graphic yap (random overlays), framed graphic yap (deliberate head placement with space for graphics above), full-screen overlay (9x16 Canva images every two seconds).
10:28 – 11:12
06 · Five content frameworks
Strong take, strong take to education, small epiphany, humor yap, and story time — the taxonomy that covers 90% of viable short-form content.
11:12 – 13:43
07 · The Yap Map
Daily ideation system: touchpoints of your day, personal life observations, media consumed, shower and workout thoughts. Goal is 3-5 ideas per day. Every idea needs a take — strong opinion, story, or relatable breakdown.
13:43 – 14:58
08 · Three scripting structures
Hook-Story-Points 1+2 (anecdote anchors the value), Eight Mile (pre-empt objections before making the case), Four/Five Things (list of mini strong takes that chain retention).
14:58 – 16:28
09 · Recording tactics
Wired mic (Rode USB-C or EarPods — AirPods don't work), the recut method (pause silently, maintain eye contact, resume), redo the intro at the end when flow is better.
16:28 – 17:54
10 · Editing, captions, and CTA
CapCut or Edits for captions and title overlays. Cheat sheet in description. Community call and Cut30 bootcamp pitch. Closing call to become a creator regardless of age or niche.
Visual structure at a glance.
Named ideas worth stealing.
11:12
model
Yap Map
- Touchpoints of your day
- Personal life observations
- Media you consume
- Shower and workout thoughts
Daily ideation system for generating 3-5 video ideas. Each idea needs a take: strong opinion, story, or relatable observation.
Steal for Any daily content planning session — works for newsletters and podcasts too
12:15
model
Hook-Story-Points
- Hook (claim)
- Story (personal anecdote or third-party narrative)
- Point 1
- Point 2
Core yap script: lead with a strong claim, anchor it in a real story, then deliver two supporting points.
Steal for Any sub-60-second short-form video where you need a clear beginning-middle-end
13:43
model
Eight Mile
- Hook
- Steel-man the opposing argument
- Disprove objections
- Make your case
Pre-empt every objection up front so viewers who were about to swipe stay to hear the reasoning.
Steal for Contrarian takes, sales arguments, any video where you expect pushback
14:30
list
Four/Five Things
- Strong take 1
- Strong take 2
- Strong take 3
- Strong take 4
String together 3-5 mini strong takes under one umbrella hook. Each stand-alone take creates a reason to stay for the next.
Steal for Observation roundups, event recaps, category reviews
Lines you could clip.
00:13
"A complete playbook for talking into your phone to change your life."
01:36
"Short-form video is the primary method of business and personal communications now."
02:07
"The number one value I got from making content at 37 was becoming a better communicator."
10:40
"Conversation is what drives videos."
11:25
"Strong takes, small epiphanies, and story time is the foundation for 90% of the content you can make."
14:55
"You are there to light people up."
Things they pointed at.
06:20toolTumtech tripod from Amazon
15:00toolRode USB-C mic
15:40toolRecut app
16:28toolCapCut / Edits
How they asked for the click.
17:20
product
"The next Cut30 starts early May — thirty days of doing this with a team and coaches and curriculum."
Soft close — frames it as accountability infrastructure rather than a pitch. Community call mentioned first as a lower-friction entry point.
Word for word.
HOOK opening / re-engagementCTA the pitch metaphor analogy story
00:00HOOKToday, we are gonna talk about the art of yapping. How to talk on the Internet, why it's so powerful, exact frameworks on what to say, how to write, where to edit, all of the different styles of yaps, a complete playbook for talking into your phone to change your life. And thank you for HubSpot for sponsoring this video.
00:18HOOKI just got back with the fam from Coachella. You'll notice if you look at my content, was doing a lot of yapping there. Just talking on the iPhone, minimal graphics,
00:26about what I saw, why it matters for brand strategy in pretty long two or three minute videos. I thought it'd be a great time to tap into this strategy and explain how to use it. But fuck it.
00:36So the other week, my boy JT dropped this video called I really think you should become an influencer. And in the video, he details that even though you see all of this contents like the end of the influencer age, where AI is gonna replace creators. In reality, everyone we know that's done it has gotten this like massive
00:52outsized value. And it's not just about, hey.
00:55I'm gonna make all this money or I'm gonna get this huge following. Talking on the Internet. And yapping is, like, the simplest version of that.
01:01Right? Yapping is just putting a camera on, an iPhone camera, not caring about anything else, and just talking. Easiest, most straightforward way.
01:09But I think it's important to understand, like, the repercussions, like, how this impacts all the other things in your life. Right?
01:14So the primary method of business and personal communications now is short form video. We see it in all the feeds. Instagram, TikTok, LinkedIn, Netflix is introducing vertical video.
01:25X wants more original video creation. And when you go online, you're being shared with your friends in your group chat with your wife or your husband. You are sharing reels and TikToks.
01:33This is an innate part of our culture, and it's the same thing in business, in Slack groups, in team groups, people are sharing content. And so if you ever, you know, work in marketing or as a creative and you wanna make a good ad, even if that's on TV, even if it's like a text design, it comes down to understanding video and this attention complex.
01:50If And you ever wanna market your business or build your career, having the ability to do that yourself or manage others becomes really important. And what was interesting to me is the number one value I got as someone who started making content at like 37 was becoming a better communicator.
02:04So I'd always been quieter, more introverted, and in the right scenario, I could spit out a lot of quality information really quickly to give people context. But my mind always worked faster than what I would say, and so it'd just be this like stream of consciousness.
02:17But when I started making content, it allowed me to think in a more compelling way. I mean, what message am I trying to get across? How do I get this person's attention about it?
02:25How do I dispel the limiting beliefs they have around what I'm saying? And how do I present a story they're gonna pay attention
02:34perspective to the finish line of whatever I'm explaining. And now I think of all the conversations like that. It's made me a better salesperson.
02:40It's made me a better marketer. It's made me better at articulating ideas in important scenarios and just more personable overall. And that's such a huge
02:47impact from simply talking on the Internet. And the last impact is the ideas it's facilitated in my life. Right?
02:52CTASo if you watch a lot of my short form content, it's about ideas. I am fascinated with putting out original concepts. And so I'm constantly workshopping those bits with the people around me.
03:01CTALike, I have one right now about how your ZIP code over indexes as a factor as to where you go in life. I have another one about how people don't really need, like, McMansions and these big homes. The ideal home size for almost everybody is, 1,700 square feet.
03:13CTAAnd I have all these ideas I'm kind of workshopping. I have these conversations with people where I bring it up. They know I make content.
03:18CTAWe talk about this idea. They share their opinions. We facilitate just kind of more interesting valuable combos because I'm able to think through so many of these, because we're articulating ideas.
03:27CTAIt's just led to a more thoughtful life. Speaking of yapping, if you want that content to do even more for you, LinkedIn is an extremely slept on platform. What I love about LinkedIn is it doesn't matter about the views.
03:37CTAThe quality of the views is so high that because you're reaching actual professionals, potential clients, those who might hire you at a job. Even if you get a handful of views and likes, it's gonna be people that can make a real career difference.
03:47CTAThat's exactly why HubSpot put together this free starter pack. It's called the 10 x your LinkedIn game starter pack. Inside, you get Adam Biddlecombe's growth guide, the exact playbook that he used to go from zero to a 100 k on LinkedIn under a year, which is also what led to a HubSpot acquisition, so it clearly worked.
04:01CTAYou get Mindstream's one page cheat sheet. This kind of thing you can print out and keep next to your monitor to remind you to be attacking LinkedIn each week. And you get a LinkedIn profile playbook.
04:09CTACovers the fundamentals how to optimize your profile and build content that performs there. My favorite part is the personal brand section. It's about building a consistent perception of what you're known for across your photo, headline, summary, and the content you post.
04:20CTAIf you've been yapping anywhere else and neglecting LinkedIn, this is your sign to start, and especially if you're making brand content. Do not sleep on LinkedIn. The link to HubSpot's 10 x your LinkedIn game starter pack is in the description.
04:33CTABut if you wanna start, let's tap into types of yaps. And I'm gonna go into how you actually write and make the takes. And so this is so important for vernacular.
04:41You wanna have the right terminology. We'll talk about and explain it, the right examples. So this is an example, uh, for Brandon who's great on TikTok.
04:48He is just talking. He doesn't even have captions. This is a standard yap.
04:52He turned his iPhone on. He's added a graphic, like, at one point in here, but he is literally just talking to camera. Same thing with this.
04:59She's going through the best chicken Caesar wrap in Orange County. Simple enough content, but she is literally just on camera and talking. That is the most basic yap.
05:07You do not need anything else. Else. Now I highly recommend for almost everybody that you put the actual captions of what you're saying on it, but this is a standard yap.
05:16Nothing else required. Now slightly more advanced is the walking yap. Here's my friend Christian.
05:21He's a a yap king. We'll talk about some of his techniques later here, but this is when you are literally just in motion talking to the camera versus just sitting there, which I don't recommend to start out as you have a good understanding of what Kanto moves. It's too many variables, but it's a common technique people will do is you're able to kind of stay in motion.
05:36You're talking. It seems more like a FaceTime with a friend. Then this is Tom noted cut 30 grad.
05:41His handle is bonus footage. He's doing a car yap. That's when you're in the car.
05:45He's not even looking at the camera a bunch. He's kinda going back and forth with that very candid environment of just sitting down as a part of your day and talking. And those are the base yaps.
05:54So if you before you even get into graphics, before you get into overlays, any of that, if you just wanna start talking on the Internet, you basically pick one of these. Standard app where you're sitting down, walking app, car app. It was just worth having inside your purview.
06:06And why these matters is about the candid setting. It's about the easy scenario, the ease of recording, about not making yourself have to worry about, I need a set. I need this.
06:14I need that. All of these are just a simple tripod. Mine is literally right here.
06:17It's in the Tumtech from Amazon. It expands out, legs on the bottom, Bluetooth remote. It was, $50.
06:23Or one of those little dash cameras that connects to the MagSafe on your iPhone. Then you get into the next level yaps, what we call graphic yaps. These are yaps where you're actually placing stuff over your video to make it more compelling to watch.
06:33Because you'll notice if you just talk, you need to be pretty compelling to get your value prop across, but still great practice and great to do. But graphic gaps help keep attention by just providing examples of what you do there. Another cut 30 grad, she's doing what we call basically a chaotic graphic gap.
06:46Well, you don't care about the production at all. You just put the graphics over. And she is using the overlay function in edits or CapCut.
06:52Literally, you just put stuff on your camera roll. You just hit overlay. You can put it over, and you can adjust the length of the clip to do roughly a clip every two seconds, which is what we recommend for people in cut 30.
07:01And all this does is it makes it that her story is more compelling because you always have something to look at, this video ripped for her. And a great thing to do is you're planning a video and you think it's gonna be about sixty seconds, get 30 images. That takes way less time than you think.
07:12So if you wanna think out your framing slightly more, it's another cut 30 grad. He sets it up really well where he frames himself on camera and knows he's always gonna have a graphic above him, and he gives himself space to do that. Note his head placement, the caption placement, and the graphic placement.
07:25This is if you are the kind of person who the the chaotic one gave you a little bit of didn't feel great about it, this is an awesome one where you can really copy his framing. Always make sure your graphics are verticals or easy to overlay, and it's easy to both look at him, read the what he's saying, and look at the graphics roughly at the same time, which is how you keep a really compelling Yap going.
07:45Now I do a full screen overlay a lot because visually I like it visually. So you'll see I am talking. This is a slightly more professional camera, but I'm putting full screen nine by 16 images that I edit in Canva.
07:56They go over the screen while I talk and again, I am shooting for that one for every roughly two seconds that the video is going. And you will see a lot of the more design focused creators, people who get really into it, do these kind of really cool setups where they'll bring graphics in and out of video. And you can get as advanced as you want, but it does not matter.
08:14The key to the app is you just do it. The whole thing is set up to make you want it to be easy. So now that we know what formats are, what do you actually talk about?
08:23I'm gonna give you five frameworks to use for your yaps. The first one is a strong take. So Christian, whose videos I showed, he's the king of this.
08:30He can make a strong take about anything. He will be in Orlando, and he'll be like, Orlando is the best sports city in North America. He will be in Philadelphia, and he will be like, Champions is the best sports bar on the East Coast.
08:43Blank pizza is the best in wherever. Basically, you have a strong take. You say something is the best or you say something is the worst, and then you defend it.
08:50And this is a really easy way to get your yaps going because it forces you to have to have a really strong opinion, and then people are gonna respond to that opinion positively or negatively. And . So if you feel passionate about something, you can put it inside that.
09:03It's something worth talking about. And to put this in in perspective of anything you can yap about, and we'll talk about the things in your life, etcetera, later. Every beauty product.
09:10This is the absolute best concealer for people with x skin. This is the superior energy drink versus that one. This is the best choice for your influencer marketing software, whatever it is.
09:19But forcing yourself into a strong take means you have to have conviction, and you basically have to make something interesting, and it's gonna generate conversation. Now a second, a variation of this that I do all the time is strong take into education where you say something, but you're just using it as a hook as a setup.
09:33So I did this with Coachella where I was like, there are way too many Coachella influencers. The brands can't possibly be getting value out of this as a strong take. But then I immediately go, well, let's actually break down content supply and demand.
09:45So I immediately pivot education where then I'm talking about, well, it's not actually too many influencers because the demand for the content's so high and the content outperforms it typically, and I break down the difference between evergreen and current content. So that hook is literally just leading me into something educational.
09:58That's a great way to think about your content is whatever you use to get people's attention. As long as you're providing value and not being super clickbaity on the back end, it's about starting the conversation. The third style is a small epiphany.
10:10It's like a relatable thing that you see all the time. Do you notice how husbands always do this? Do you notice how East Coast people are always doing that?
10:17Notice how we like just basically going into the things that happen every day and finding something funny and relatable is an awesome way to look at this. What are the things you always see yourself doing or unexpected or funny or shared experiences that you can talk about?
10:29Because people peel some kinship with that. They either go, I've never noticed this or they go, oh my god. That's so funny.
10:33I hadn't thought of that. They're like, oh, yeah. I do that too.
10:35And it builds camaraderie in the content. Then we have humor yaps, just saying something funny or a funny scenario that happened or making fun of something. Like, there's a yap who goes around critiquing all these different places in LA that are, like, overrated.
10:46And then we have story time where you're actually gonna tell a narrative of something that happened in your life. Hey. This thing happened.
10:52I just got rear ended at blank and blank, and I can't believe that z happened. Strong cakes, small epiphanies, and story time is like the foundation for 90% of the content you can make yet. You notice why I didn't say.
11:02I didn't say my top three favorite whatever. I didn't say three ways on an e com or this is my motivational speech. None of that.
11:09These are all narrative arcs for strong opinions. If you are thinking outside of that box and it's generic, it's not gonna work. So how do you actually come up with the ideas to do this?
11:18What I call a yap map. So how do you start a yap map? Yap map is basically, let's say it's a whiteboard or a piece of paper or a note app in your phone where you're writing down stuff.
11:26And usually what I recommend is you take some time out of your day. It's a commute, time you'd normally be scrolling, and you just map out things that that happened to you. And so first is the touch points of your day.
11:34What happened at work? What happened in the morning? So did you what kind of food did you get?
11:38Any conversations that came up? Any meetings that happened? What are the little things that happened?
11:42And so this was the constant source of my content. It's more more business content focused. It's a question that came up that I had to explain.
11:47Why do people do influencer marketing at Coachella? Should we be doing that as an accounting brand? Answer it.
11:52You're like, you know what? This is actually a good content topic for a video. Oh, I'm at lunch with somebody, and they're talking about how depreciating their g wagon through their business.
11:58Jokes that came up, movies that people saw, whatever it is, you'll be surprised how small it is. And people are all talking about watching the same TV show. Do you have an opinion or perspective on that based on your background?
12:07Same thing with your personal life. What are those interpersonal things happening? Dating is an awesome source of, like, maybe noticed guys are always doing this.
12:13Why is it so hard to find, you know, a trad wife in Minneapolis? Whatever it ends up being. Then the media you ingest.
12:18So if you're reading tweets, if you're watching stuff on Instagram, is there stuff happening that you can respond to? I don't like this trend. This news thing is crazy.
12:25Another big one is your shower workout thoughts. A lot of people will be, like, processing things in the background. It's one of the few times in the day they're not on their phones.
12:31You'll start to notice, oh, there's, these little things that are coming up that I'm thinking about. Would that be a good video topic? And so with all of those, your goal is to get three or five ideas down a day.
12:39That's always what I'm trying to do. And I have hundreds and hundreds and hundreds now. And then on top of that, once you have an idea, you need a take.
12:45What is my take? Do I have a strong opinion about this one way or the other? Do I have a story I can tell about this, or do I have a relatable thing I can break down?
12:52And that is literally a map of content that you're gonna be able to make. I recommend just doing that every day. You'll be surprised even if you put one down and three down the next day.
12:59You're gonna start having a big list of topics. So then how do you script it? How do you script it yet?
13:03So a couple frameworks for this. I'm just gonna give you a few and you start experimenting with your own. But the first is hook story point 1.2.
13:09So how does this work? Hook, you say the thing that you're gonna talk them in the video about. Kit Coffee is the best coffee shop in Newport Beach.
13:15Then you tell a story. So I was getting a latte the other day with two friends of mine who are realtors. They want to go to this shop.
13:20I want to go to this shop. X happened, y happened, and begins to wrap the narrative of why you think this is the best coffee shop. But do have an anecdote from your actual life, or do you have a story of somebody else?
13:29When Steve Jobs was 19, he did x and y. My friend has blank happened. So, basically, you hook them.
13:34You tell a story that keeps them retained, and then you get into your two points. This is the best because of this, and this is the best because of that. Awesome framework for a yap.
13:41The next one, which I like to call the eight mile
13:45you do your hook, and you call out the opposite argument. Then you make your point. So for instance, if you are taking a strong position about something and you wanna talk about a great piece of software or why companies shouldn't do x or y, you say it and you say, now people might say this or that.
13:56You basically explain all the things that people would argue against you and disprove them and then get into why I say this because of that. And so then you're basically getting rid of all the objections people have, like, right up front. And it keeps people retained because they're probably thinking these things and you're explaining them and then you get to your reasoning.
14:11And this all works exactly the same if you're doing, a personal anecdote. Hook it, you tell the story. Hook it, you talk a bit about the scenario, and then get into your points.
14:20Another version that I like to use all the time is the last one I mentioned here for frameworks is the the four things or the five things. So I'll say something like, hey. Here's observations I made at Coachella as a brand strategist.
14:28Now I'll basically make four mini videos. I'll say, I saw this thing. I'll have a strong take about it.
14:32I think Nike's falling off because I didn't see any Nikes on feet. I think Gap is doing a great job because the lines were out the door and everyone was buying extra wide. I'll do, like, three or four of those, and people will stay through to the next one.
14:42That's all you need. All you need to get started doing this is to take those frameworks, take that style of yap, any of the ones I call out, write down some of those ideas, and fill in these. And that's how content works, how everyone makes content.
14:53And then I wanna remind you, you are there to light people up. You're there to get people excited, to make them laugh, to have them be thrilled.
15:00So be excited, be passionate, care, have fun with it because that really comes through in the phone. One of the advice I give a lot of my friends who try to make content, they just look like they're not having fun. And if that's the case, it's probably not gonna do very well.
15:11People are gonna feel that. So quick notes on recording, few things there, just to get tactical on this. IPhone with a mic.
15:16I use a Rode plug in USB c mic for the phone. You don't need anything more than that. You should get a mic to do it.
15:20You can also use the Apple EarPods. AirPods do not work. Couple ways to do it.
15:23One is just record and talk and talk slowly enough that you can just keep it going. The other is what I do, which is called the recut method. So I will talk.
15:30I will take a breath whenever I need to think of something or look at a note. I will just stay quiet. I'll make sure I maintain eye contact with the camera until I'm quiet.
15:38I'll take as long as I need to think about my next thought, and then I'll go look back at the camera, make sure I'm looking at it, and then speak again. And then you can use I use an app called Recut. It's like $20 or something.
15:48You can do it inside a lot the editing software, but you can just basically kill all the silences in between and edit down your video. It's a really effective way to do it. You might end up with a six or seven minute clip because you're taking a bunch of pauses, but it allows you to think and get your bearings before saying the next thing.
16:00And the last piece of advice I'll give you on recording is that redo the start at the end is always a crucial one because usually when you start and you begin your recording, it's the most important part of the video, but you're the most awkward, especially when you're new. But by the time you're done talking for three minutes, you're in a much better mood, you're in much better flow, and I would just redo that intro a time or two, and you have a really easy time editing it.
16:19When you do this, you can do this directly in the TikTok app, but I would recommend doing it in CapCut or edits. And you can bring it into any of those, and you can add the captions that you have and then add a title.
16:30These are really important to do. I'm not gonna get too deep into them, but I will have a cheat sheet down below that you can grab on this. I will remind you, no matter what your age is, your expertise is, if you haven't seen any of my videos about this before, people wanna hear from people that are at their level or a level right above them.
16:44It doesn't matter how experienced you are or not. It's about sharing that journey. And also on the opposite end, there is nobody who is too old or in too weird a niche to do this.
16:52It's just about getting through it. We have this month's community call coming up in the first few days of May. I have to sign up down there below.
16:58If you wanna workshop any of this, any questions you have, we do live q and a in all these after we do some training. And it's a great time to connect with myself and with anyone else in the community who's dealing with the same stuff. A lot of people meet in the chats, that community calls below.
17:10CTAThe next cut 30, if you wanna do this with a group, I'd recommend just go and get started with what I have here. If you wanna do this with thirty days of accountability, the next cut 30 starts early May as well, and we do them roughly every six weeks. So you have thirty days of doing this with a team and coaches and curriculum.
17:24CTABut overall, I cannot overstate what I said in the beginning, what JT said in his video that I really highly recommend that you become a creator. Even just to learn the skill set, to learn the communication, begin thinking about the things around you, to understand how the modern world works, and then on the high end, to significantly change
17:39CTAyour career trajectory, be able to make money on the side if that's something you're into, and to participate in this new economy that we have a once in a lifetime opportunity of getting free attention on the Internet from. Thanks for watching.
— full transcript
§ 05 · For Joe
Why talking on camera makes you sharper everywhere.
WHAT TO LEARN
The creators who stick with yapping don't just grow audiences — they rewire how they think, communicate, and generate ideas across every domain.
- Making content forces you to answer three questions you rarely ask in normal conversation: what is my actual point, how do I get attention for it, and what objection will the listener have before I finish.
- The Yap Map prevents blank-page paralysis by treating daily life as a running idea source — you're never starting from nothing when you've been logging touchpoints all day.
- The Eight Mile structure works in sales and presentations for the same reason it works on video: pre-empting an objection is more persuasive than answering it after someone has already decided.
- Talking on camera teaches you that conviction is the real differentiator — a strong take about something specific beats a balanced take about everything, every time.
- The recut method is a transferable skill: pausing silently while maintaining eye contact reads as confidence in live conversation too, not just video.
- Redoing the intro at the end exploits a simple truth about performance — the first take is the warmup, not the real thing. Apply this to presentations, pitches, and first calls.
- Captions and a one-sentence title are not optional extras — they are the minimum viable framing that tells the algorithm and the viewer what they are watching before they decide to stay.
