The Cultivate Video is an Informational or Educational format that is typically between 5 to 20 minutes.

The Video’s objective is to retarget audiences that have previously watched your Brand Video. You have already established your authority and shared your Brand Story to create a ‘warm’ audience. Now you will develop the essential ‘know, like and trust’ factor which is a perquisite for them you your products and services..

In this Cultivate video, you will need to ‘give away’ your best content, to demonstrate that you can help them solve their problem or achieve their desire.
By providing value in advance, you invoke the Rule of Reciprocity and Goodwill which will set you up with the following Action Video campaign.

Your topic must link to one of the 8 biological desires that we all share;

1. Survival, enjoyment of life, life extension.
2. Enjoyment of food and beverages.
3. Freedom from fear, pain, and danger.
4. Intimate companionship.
5. Comfortable living conditions.
6. To be superior, winning, keeping up with the Joneses.
7. Care and protection of loved ones.
8. Social approval.

If your product overlaps with more than one of the 8 desires, then create individual Cultivate videos for each Desire.

Use the 3 ACT Structure

The content of the Cultivate video can be broken down into three distinct sections that must follow in a sequence.

1. WHY they need to watch this content. (Problem Aware)
2. WHAT is your actual content. (Solution Aware)
3. HOW to implement your content. (Product Aware)

The Why – Problem Aware
1. Grab your target audience’s attention and draw them in by showing them WHY they should care.
2. WHY should they watch this video – What’s In It For Them? What will they gain?
3. Start by showing them the opportunity for transformation.
4. The transformation MUST be related to just one of the 8 Desires.
5. You are either offering pleasure or removing pain.
6. Focus on the end result or destination. Show them the possibilities.
The WHAT – Solution Aware
7. Tell them what is the ONE THING that you will teach them in 5 to 10 minutes that will make an impact in their lives.
8. Break down the ONE THING into 3 to 7 clearly defined bite-sized chunks of information.
9. Get them to take one small action now. Your audience must believe they can really experience the transformation.
The HOW – Product Aware
Now that your audience understands the WHY and WHAT, it’s time to show them the HOW they can do it.
10. Show them the process or the system of how they can achieve their desire, whether it’s to play the piano, investing in the stock market, finding their dream partner or renovating their home.
11. Your product or service is the natural progression that nicely places your Action Video in Campaign #3.
12. Tell your audience what to do next eg. watch more content on your website or download a PDF.

Cultivate

Use the 3 ACT Structure

The Why – Problem Aware

The WHAT – Solution Aware

The HOW – Product Aware