A person I admire, Dan Martell, shared a framework he uses to create video content fast.
He calls it H.E.I.T., and the results he gets with it are hard to argue with.
But as I worked through it, I realized the framework is not just for video.
So I thought I’d share it in case it helps you.
Most of us have heard of Hook, Story, Offer. Russell Brunson made that famous. But the problem is always coming up with the story.
Not everyone has true stories and making stories up is a no-no.
H.E.I.T. just makes all of that easier.
It applies to almost anything you put in front of an audience - a blog post, a social media update, an email.
The format changes. The four steps don't.
Here's H.E.I.T. in its simplest form:
H - Hook. Grab attention before they scroll away. A bold claim, a surprising fact, a question they can't ignore. Without this, nothing else gets read.
E - Explain. Name the problem clearly, then show them it runs deeper than they realized. Build tension before you offer the answer.
I - Illustrate. Use a story, a metaphor, or a real example. This is where understanding actually lands. Data tells. Illustration sells the idea.
T - Teach. One clear action. Not five. When you hand someone a list of seven things to do, they do zero.
Now watch how this plays out across different formats:
Video: Your hook is the first two seconds. Explain why it matters. Illustrate with a quick story or visual. End on one thing they can do today.
Blog post: Your hook is the headline and opening line. Explain why the topic matters right now. Illustrate with a real case or example. Close with a single takeaway.
Social media: Your hook is line one - it's all they see before "more." Explain in two or three sentences. Illustrate with a mini story or a sharp stat. Teach with a one-line action they can take immediately.
Same four moves. Different stage every time.
Ready to try it?
Pick one piece of content you need to create this week and run it through H.E.I.T. before you post it.
Most people stumble at the hook. If that's you, start there first. Nail the opening line and the rest follows naturally.
By the way, this framework works crazy good with blogging. If you need a blog built for you - and your first hundred posts written by me - click the link below and check it out.
Invitation only - I build your blog AND write 100 posts to get you started.
Charlie
P.S. Thanks for reading! If you try HEIT hit reply and let me know.