Guide · For creators, experts & brands
The Yap Playbook.
The talking-to-camera video, broken down. Three Yap types, 90 hooks with a worked example for every one, and the simple structure that keeps people watching. Works in any niche, no editing required.
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What's inside
Three Yaps. Thirty hooks each.
A Yap is a casual, personality-led talking video built around one clear idea. This is everything you need to make them well: which kind to make, how to open it, and how to land it.
Hot Take Yap
Lead with an opinion. The Yap that earns comments.
Story Yap
Lead with an experience. The Yap people remember.
Teaching Yap
Lead with expertise. The Yap people save and share.
What makes it a Yap
Five rules that separate a real Yap from reading a script.
The anatomy of a good Yap
Hook, point, proof, payoff. The four beats, with an example.
One idea, three Yaps
Turn one thing you know into three videos, with examples from four niches.
Free preview
Nine hooks, on the house.
Three from each Yap type. Fill in the blank with your niche, hit record, and start talking.
Unpopular opinion: .
e.g. Unpopular opinion: you don't need a morning routine to be productive.
I think people are completely overthinking .
e.g. I think people are completely overthinking meal prep.
isn't the problem. is.
e.g. Your metabolism isn't the problem. Your portion sizes are.
I made a huge mistake when I first started .
e.g. I made a huge mistake when I first started freelancing: I said yes to everything.
Here's what happened when I tried .
e.g. Here's what happened when I tried posting every day for 30 days.
I thought the problem was . It turned out to be .
e.g. I thought the problem was my pricing. It turned out to be my website.
There are really only three things you need to understand about .
e.g. There are really only three things you need to understand about credit scores.
Let me explain in 30 seconds.
e.g. Let me explain how mortgage points work in 30 seconds.
Save this for the next time you .
e.g. Save this for the next time you negotiate your salary.
How it works
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Pick a hook, hit record
Search and filter by Yap type, copy any hook in one tap, or download the PDF.
Questions
Who is this for?
Creators, coaches, founders, experts and brands. Anyone who wants to grow by talking to camera on Instagram, TikTok, YouTube Shorts or LinkedIn. The hooks are templates, so they work in any niche.
Do I need to be good on camera?
No. A Yap is supposed to feel natural, not polished. The playbook shows you how to sound like yourself, and the hooks do the hard part: the first sentence.
Can I use these hooks in ads and for clients?
Yes. Use them for your own content, your brand's accounts or in paid ads. Please don't resell or republish the playbook itself.
How do I get back in later?
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