I think I’m done making Reels...

Hey Reader!

I think I’m done making Reels.

Seriously. What’s the point?

I spend hours scripting, filming, editing — and it still flops sometimes.

No views. No shares. Just crickets.

So yeah, I almost gave up last week.

But then… something weird happened.

While doom-scrolling (you know, the usual), I noticed a pattern.

The best videos — the ones that stopped me in my tracks — all had one thing in common.

They tricked me.

Every. Single. Time.

And that’s when it hit me:

They were using what I now call The False Start Framework.

🎭 What’s a False Start?

It’s when a video starts like it’s going in one direction…

But then — boom — it takes a sharp, unexpected turn.

Like:

🔹 “I’m quitting content creation…”

➡ “But only to learn how to do it better.”

🔹 “Here’s the worst thing I’ve ever said in an interview…”

➡ “And how it got me the job.”

That moment of “Wait… what?” jolts your brain awake.

It’s not clickbait — it’s curiosity, done right.

🧠 Why It Works

Our brains are wired to recognize patterns — it's how we make sense of the world quickly.

But the moment that pattern breaks, something interesting happens: we instantly pay attention.

That sudden shift creates what psychologists call a prediction error — a small "glitch" in your brain where it expected one thing, but got something else.

And this reaction is powerful. It grabs attention fast — often within the first 5 to 10 seconds.

That’s why some of the most viral videos start one way… and then flip the script.

🎬 Examples That Actually Work

Let’s apply it to your niche:

English Tips

Career Advice / IT

Relatable Real-Life

See what’s happening?

You set a pattern… and then break it.

And the brain has to stick around for the story.

⚙️ How To Try It in Your Reels

1. Start with something your audience expects

2. Break the pattern — insert a flip, twist, contradiction

3. Deliver the real story, truth, or message

🎯 Bonus tip:

Keep the twist moment within the first 10–15 seconds.

❌ What Not To Do

• Don’t lie — your twist still has to be real

• Don’t be too random — confusion kills curiosity

• Don’t delay the flip — attention spans are short

Okay. Time to be honest.

The start of this email?

The part where I said I was done making reels?

Yeah… that was my false start.

See what I did there? 😉

That’s the power of this framework — it pulls people in.

Even in newsletters.

So the next time you hit record or write a post, try the False Start Framework.

Catch attention. Break the pattern. Keep them watching.

Now go twist some brains (in a good way).

Your Challenge This Week:

Pick one video idea you've been sitting on. Yeah, that one that's been in your notes app for weeks.

Now apply the False Start Framework:

Here's a template to get you started:

"I thought [expected situation]..." ➡ "But then [unexpected twist]..." ➡ "And that's how I learned [real insight]."

Try it out. Record it. Even if it's just a practice run.

And hey, once you post it, reply to this email with the link. I'd love to see how you used the False Start Framework! Sometimes the best ideas come from just trying something new.

Keep creating,

Epaphra