# The Hoctav method

A training video does not leave its mark by chance. Hoctav applies 4 levers borrowed from digital marketing and transposed to training, to capture attention, build understanding and embed the shift to action.

## Why a method, and not just an AI

Generating a video is not enough: training only has value if it is **watched, understood and retained**. Digital marketing has spent twenty years optimising online attention. Hoctav takes these proven techniques — persona, narrative structure, copywriting, foregrounding benefits — and transposes them to professional training to guarantee neurological impact.

![Illustration comparing an AI generating a video and a glowing human brain.](/assets/img/illustrations/methode/section-methode-vs-ia.webp)

## The 4 levers of the method

[

01

### Learner targeting (avatar)

We start from the learner, not the content: the marketing persona transposed into a "learner avatar".

Read the article](/en/methode/ciblage-apprenant-avatar/)[

02

### The M.E.R.E. structure

Motivation, Explanation, Recipe, Exercise: the narrative framework that makes a video neuro-impactful.

Read the article](/en/methode/structure-mere/)[

03

### Training copywriting

The persuasive writing of the web, put to work on clear, well-paced and memorable scripts.

Read the article](/en/methode/copywriting-formation/)[

04

### The F.A.B. method

Feature, Advantage, Benefit: mark up the script and produce the visuals behind the speaker.

Read the article](/en/methode/methode-fab/)

## From digital marketing to training

Persona, attention funnel, storytelling, copywriting, benefit-led argument: these methods were not invented for training, but to capture and convert online. Their strength is neurological — they respect the way the brain filters, understands and memorises. By transposing them to [micro-learning](/en/micro-learning/), Hoctav produces videos that hold attention and anchor the message.

![Digital bridge linking digital marketing to training with symbolic icons.](/assets/img/illustrations/methode/section-webmarketing-formation.webp)

## Go further

[methode/structure-mere Learn more](/en/methode/structure-mere/) [methode/methode-fab Learn more](/en/methode/methode-fab/) [video-formation-ia Learn more](/en/video-formation-ia/)