P - Point

A - Action

R - Result

A - Ask

3 - Steps

2 - Types

1 - Thing

1 - Try & Apply

2 - Review & Reflect

3 - Plan & Improve

(otherwise if it's not distracting don't worry about it)

5 Vocal Foundations

• Rate

• Volume

• Pitch and Melody

• Tonality

• Pause

Archetypes

• Motivator

• Educator

• Coach

• Friend

Storytelling

• Dopamine

• Oxytocin

• Endorphins

• Cortisol

AMS

• Analogy

• Metaphors

• Similes

Active Listening

• Content & words - 25%

  • I'm hearing...

  • understood

• Mood & emotions - 25%

  • I'm sensing...

  • connected

• Vocal changes - 25%

  • It sounds like...

  • heard

• Body language - 25%

  • It looks like...

  • seen

ha - Bend

ri - Break

a potter creating a digital course with the scene of them creating the course a camera filming and computer with their artistry. something with warmth but with a slight digital edge. something an artisan can relate to and be inspired to create themselves. i want it to be colourful. a woman who is about 30 (not Asian) not comical image but a slight earthy and modern feel.

Heard / Helpful / Humour / Happenings - Shannon Mckinstrie

she uses these like Content Pillars

Reel 1 - Heard

Concept
Use this Reel to call out your ideal client & provide
reassurance that they are the account they need in their life.

On-Screen Text

Caption
I don’t mean to interrupt your scrolling but if you’re ______
[insert how you describe your ideal client/customer or their
pain point. ex: a mom who has lost her style/a homeowner
in __\ _(your city)/tired of your ____] and want _____
[their desire], you’re in the right place.

If you love _____ & ___, we should be friends!_
Hi! [I’m/We’re] ____ [your name or name of business]
and ___ [I/we] are all about _____ [your motto. Ex:
keeping ____ crazy simple].
And if you’re new around here, be sure to say hi below and
_____ [ex: check out our website for _____/tune into the
pod/comment _____ for _____].

Reel 2 - Helpful

Concept
Provide a short, sweet, and bite-sized tip or hack they can
easily implement.

On-Screen Text

Caption
The next time you ______ [ex: wash your hair/pack for a
trip/are hanging art] remember to _____ [insert what the
tip/trick/hack is] so _____ [insert benefit].

Let’s talk ____ [insert topic] ⤵️
🔖 But first, be sure to SAVE THIS to come back to later 🔖
_______ [share a quick tip or back up why you shared what you
shared in the Reel]
But don’t just take my word for it!
[insert stat or testimonial]
Want _____ [what your service/freebie/product does]?
______\ _[insert call to action. ex: Comment _____ to
download our ____ now!]

Reel 3 - Humor

Concept
Share something your people can relate to and/or agree
with and will want to share with others.

On-Screen Text

Caption
CHOOSE ONE:
Turns out I wasn’t sad...I just needed ____.
My toxic trait is ____.
There’s nothing more humbling than ______.
One thing about me is ______.
I don’t know about you but there is nothing like ______.

Who can relate?
OR
Who else?

Reel 4 - Happenings
Concept
Take them a little behind the scenes or share something
that recently happened so they can feel what it’s like to
work with you or have your product in their life.

On-Screen Text

Caption
I wish more _____ [ex: people/families in ____/business
owners] knew that I ______ [insert what you just launched
or completed in your business OR how you help people. ex:
just made this _____ for a client/help people _____] and
______\ _so they don’t have to worry about _____ [insert
what they worry about].

Short version: I ________ [insert in 5 words or less what you do for
your clients/customers. Ex: book epic trips for a living/try on Amazon
finds so you don’t have to/share places worth checking out in
____/make sure your home _____/write books about _____...]
Ready to ______ [insert what they’ll experience following your
tip/hack/recommendation]?
Here’s what you need to know:
[share tip or how to work with you or any details they need]
Follow _____ [your handle] for more ______ [ex: local recs/simple
hacks and tips for _____] and ____ [add additional CTA to work with
you/buy from you]

Reel 5 - Script

Script

Caption
Here’s a ____ [share what it is. Ex: tip/hack/outfit/idea] for
days you don’t ______ [ex: want to work out/want to worry
about ____/have time to make breakfast/feel your best/have
anything to wear/have time to tidy up but can’t stand the
mess]...
What I’m about to share is such a ____ [simple thing/subtle
change] but makes _____ [such an impact/all the difference].
[share the tip]
So give it a try and you’ll ______ [insert benefit. Ex: instantly
modernize your home/feel more ____ in the morning/never
question what to wear again].

Share this ___ [tip/hack] with your fellow _____!
As a _____ [your title] I _____ [ex: talk about this all the
time/love to share this tip with my clients/get asked this by
customers daily], and this is why...
[share why it’s so important to you/why you love this tip or hack]
Drop a ___ [emoji] if you’ll give it a try!

Payoff Knowledge

People Knowledge

In this journey, you are the artisan who guides your audience, sharing your personal story and offering them the tools to transform their own creative process.

1. Hook (The Call to Creativity) Start with a bold question, statement, or problem that immediately resonates with your audience’s desires or challenges. Speak directly to the heart of their creative struggle. Example: “Do you feel like going digital might disconnect you from your creative roots?”

2. The Hesitation (Creative Resistance) Acknowledge the hesitation, fear, or uncertainty that holds your audience back from stepping into the solution. Show them that it’s okay to feel this way. Example: “It’s natural to worry that using digital tools means losing the hands-on connection to your craft.”

3. Guidance (The Mentor’s Insight) Position yourself as the mentor who has walked the path before them. Offer a quick tip or insight that shifts their mindset toward possibility. Example: “But here’s what I discovered—your creativity doesn’t end with a laptop. It expands. Digital products are just another canvas for your artistry.”

4. First Step (Making the Move) Show yourself (or the hero in the story) taking the first step to overcome the obstacle. Make the action simple and achievable. Example: “I made the leap by using Canva templates to take my handmade vision and bring it into the digital world.”

5. The Challenge (Facing Obstacles) Reflect on a specific challenge you faced during your journey, along with the tools, support, or resources that helped you push through. Example: “It wasn’t easy at first, but with the right tools and support, I was able to embrace digital design and create something that truly reflected my brand.”

6. The Breakthrough (Creative Transformation) Share the moment where the transformation happened—the turning point where you overcame the biggest challenge and embraced a new perspective or success. Example: “My breakthrough came when I realized my digital products could still carry the heart and soul of my handmade work. Suddenly, I was able to reach a whole new audience.”

7. The Result (Creative Success) Briefly showcase the reward or result of the transformation. Focus on the outcome your audience aspires to, whether it’s more creative freedom, income, or growth. Example: “Now, my creativity isn’t limited—it thrives, and I’ve expanded my business without losing the artisan touch that makes it special.”

8. The Next Step (Invitation to Create) End with a powerful call to action, inviting your audience to take the next step in their journey. Whether it's purchasing your product or joining your program, offer them the chance to start their transformation. Example: “If you’re ready to bring your creativity into the digital world without sacrificing your art, check out my Canva templates. They’ll guide you every step of the way.”

The Artisan's Journey Checklist:

Call to Creativity – Capture attention with a question or bold statement.

Creative Resistance – Acknowledge a common fear or challenge.

The Mentor’s Insight – Offer wisdom or a quick tip that shifts perspective.

Making the Move – Show the first step toward action and transformation.

Facing Obstacles – Mention challenges and the support you found to overcome them.

Creative Transformation – Share the breakthrough moment. Creative Success – Highlight the positive outcome.

Invitation to Create – End with a clear, empowering call to action.