content: Step 1: put viewer in an emotional state: fear, surprise, happiness and validation etc. Step 2: introduce your idea in terms of how it benefits your target demographic. Less words and smaller words, more pictures are key here. Step 3: the most important step. Reassure the viewer they will have to expend no effort or a minimal effort. Convince them your way is the easiest way. That’s it. Appeal to emotion. Use the most advanced editing, music, dialog manipulation to evoke emotion. Pat viewer on head and tell them not to worry, Daddy has this for you.