Remix Recipe №68
The Flattering Label
Coin a two-word label for a type of person, define it generously, then script the message people send with it.
The hook template
Somebody said your coined label are the most the compliment, and I couldn't agree more
The hook in the wild
“Somebody said loud minimalists are the best dressed people, and I couldn't agree more.”
“Somebody said prepared surrenderers have the best births.”
The recipe
- Topic
- A type of person you admire in your field
- Take
- The two-word label you coin for them, and your generous definition
- Format
- A simple yap, straight to camera, no cuts
The structure
- Say the label
Lead with the coinage. Two words in tension that nobody has heard, so the viewer pauses half a second to decode it.
- Admit you just learned it
Say you only found out what it meant recently. Now they are discovering it with you instead of being taught.
- Define it generously
Make it something anyone would want applied to them. Nobody shares a label that stings.
- Script the share
Tell them exactly what to write when they send it. The friction is never deciding to send, it is not knowing what to say.
Your Studio follows these beats when it writes your script.
Why it worked
The label is a coined combination, not a description. Intellectual omnivore puts two words together that do not normally go together, so you stop on it before you have decided anything about the video. If he had said curious people are the most interesting people, nobody stops, because there is nothing to work out.
Then he admits he only just learned it himself, so you are discovering it alongside him rather than being taught. The definition is generous on purpose, which means nobody hears it and thinks it is about someone else.
And the whole thing is engineered to be sent, with the sending scripted for you.