We may not realize it, but as learning professionals, we have a lot of things in common with marketers. We both face one big challenge: How to get people’s attention and help them think and act in new ways.
So what can we learn from marketing teams? As it turns out, a lot. In today’s hyper-distracted world, we must first engage our audience if we have any hope of informing them. Savvy marketers understand how to use the latest technologies and tap into the psychology of emotions — there’s a reason you don’t see bullet points in advertising.
In this session, we reveal some tools and techniques that marketers have been successfully using for years to capture attention and move people to take action.
What you will take away from the session:
Why marketers are better at engagement than L&D
How marketers can change your perspective on content for the better
Some marketing tools & techniques you'd be crazy not to steal for your learning program.
9. Why You Should Eat McDonalds Hamburgers:
• They taste really good
• We make them any way
you want
• We make them fresh
• They are inexpensive
• We have free kids toys
• We have restaurants in
lots of places
#LearningCon @tmiket
26. SUBCONSCIOUS MIND
Supercomputer loaded
with a database of
programmed behaviors
#LearningCon @tmikethttps://www.brucelipton.com/resource/interview/romp-through-the-quantum-field
39. Inattentional blindness:
Our intuition is that we will notice
something that's that visible, that's
that distinctive, and that intuition is
consistently wrong.
– Daniel Simons
Invisible Gorilla
52. 1. Streamline your message
Focus it and pare it down to its simplest,
clearest, easiest-to-understand form.
#LearningCon @tmiket
53. Nobody wants to read your sh*t!
Don’t take it personally…nobody wants to read anything.
1. Streamline your message
Focus it and pare it down to its simplest,
clearest, easiest-to-understand form.
2. Make its expression fun.
Or sexy or interesting or scary or mysterious.
Make it so compelling a person would have to
be crazy NOT to read it.
#LearningCon @tmiket
54. Nobody wants to read your sh*t!
Don’t take it personally…nobody wants to read anything.
1. Streamline your message
Focus it and pare it down to its simplest,
clearest, easiest-to-understand form.
2. Make its expression fun.
Or sexy or interesting or scary or
mysterious. Make it so compelling a to it.
Apply that to everything you do.
#LearningCon @tmiket
55. Nobody wants to read your sh*t!
Don’t take it personally…nobody wants to read anything.
1. Streamline your message
Focus it and pare it down to its simplest,
clearest, easiest-to-understand form.
2. Make its expression fun.
Or sexy or interesting or scary or
mysterious. Make it so compelling a to it.
Apply that to everything you do.
3. Make it Visual!
#LearningCon @tmiket
58. #LearningCon @tmiket
What we see, hear, feel, or
experience in our first encounter
with something colors how we
process the rest of it.
https://www.newyorker.com/science/maria-konnikova/headlines-change-way-think
59. 8 of 10
people will read
headline copy
2 of 10people will read
the rest
Titles & Headlines
Are Important
#LearningCon @tmiket
92. Dynamic Content
Content changes based on
job role, location, etc
Content based on an
action taken or not taken
The right content to the
right people at the right time
#LearningCon @tmiket
93. Sometimes we like to over complicate
learning...but this is one of the best examples of
learning I’ve seen for a long time.
I’m due a password change soon - so my
business auto send useful info
(#PerformanceSupport). No LMS - No tracking -
just simple, easy learning!
Nick Lee
@N1ckL33
#LearningCon @tmiket
94. Send email Trigger
Send Follow-up
Video
YES
Email viewed?
Send Content via
Slack or MS Teams
NO
Wait 2 daysWait 2 days
Video viewed?
Send Ebook YES
Send Video via
Slack or MS Teams
NO
Wait 1 day
Viewed?
Send Follow-up
Video
YES End campaign NO
Wait 1 day Wait 1 day
New signup, New employee, new user,
course enrollment, course completion, etc
Trigger
#LearningCon @tmiket