What helped me to focus was to think of the "person that I want to talk to" - my "avatar". In my case it is my younger self: Me - about 30-40 years ago. What were my questions, my fears, my problems in my working life. What answers do I have now, after a whole life of experience. Things I would have liked to know back then. For you, your "avatar" could be different, but thinking about who that person is and what his/her problems helps to set the tone of your video. Regarding titles , thumbnails , hooks and script - check out Alexa´s white paper on script creation (see attachment) - or if you have not done so : go through the 30 day youtube challenge.