Do you remember the last commercial that made you purchase a product you didn’t need? If you do, then you know the power of persuasion. As a marketer, I’ve spent years working at Procter & Gamble and PepsiCo, working with some of the world’s best agencies to create commercials that influence consumers’ behaviour. But what if these principles could be used to change behaviour for good, like learning new skills in a training video?

In this article, I will share with you two secrets of advertising that you can use to make your training video more compelling: the video concept and the drama on the learning point. Use these marketing techniques to make better training videos.

Video concept in training videos

The first hook of effective training videos is the Video Concept, which must be creative, heart or mind-opening, meaningful to participants, and distinctive. The most compelling videos are those that are intended to convey a feeling or communicate a key message and are not necessarily instructional. The key is to keep the videos short and focused, as a longer format can dilute the message and decrease recall.

The Video Concept is the point of the video creatively depicted. An effective video concept must be:

  • focused on the learning topic
  • be heart or mind-opening,
  • based on the audience analysis,
  • distinctive to avoid overused themes.

When done well, it should make your videos narrowly focused on the learning purpose. Strive to eliminate ancillary details.  It’s important that the video concept is meaningful to participants so it resonates. For best impact, try to incorporate heart or mind-opening moments in your videos and eLearning.

Drama in training videos

Drama is the second major hook used in advertising to make content more compelling. Effective drama makes training videos memorable. It focuses on the action idea of the video, which is what happens in the video, making it multi-sensorial. The drama should be on the learning point and not just for the sake of drama. Videos that are instructional and intended to convey a feeling. For example, empowerment, excitement, guilt, or shock, are the most effective. The drama comes through in the visuals and actions.

Therefore, when creating your training video, focus on the learning purpose, eliminate the fluff, and incorporate heart or mind-opening moments. Strive to make your training meaningful to participants and avoid over-used themes.

Applying the techniques

Although the techniques I’ve shared focus on video, you can incorporate them into other modalities, like eLearning or virtual classroom learning. Make sure that the video concept and drama on the learning point are both present in your content. A good video concept should serve as inspiration for your video, while the drama of the video should focus on the learning point. Above all, remember that videos narrowly focused on the learning purpose are the most effective.


In conclusion, use the power of persuasion to make your eLearning courses more effective by incorporating video concepts and drama on the learning point. By doing so, you will create more compelling and memorable courses, and your audience will be more engaged in their learning.