Primal Persuasion MIKE-TAYLOR.ORG

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Strategies to Ignite Learning Bianca Baumann & Mike Taylor Think Like a Marketer Train Like an L&D Pro Available May 27 Think Like a Marketer, Train Like an L&D Pro:

How does our brain decide what to pay attention to? Leveraging visuals for maximum impact Captivate learners with writing that clicks

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SECTION 1: Dual Processing Theory

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Daniel Kahneman Human thinking and decision-making involve two distinct cognitive systems

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DELIBERATIVE

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Identify ink COLOR

PURPLE BROWN BLACK PINK BLUE ORANGE RED GREEN RED GREEN PURPLE BLUE Slower? More effort? Stroop Test

Heuristics Mental shortcuts our brain uses to make quick decisions, especially when facing complex problems or limited information. ~200 of these

Need to act fast Too much information What should we remember Not enough meaning

MOST THINGS ARE FILTERED OUT WIRED TO FOCUS ON CERTAIN THINGS

Knowing & leveraging how the brain makes choices helps you be more persuasive Christophe Morin, PhD & Patrick Renvoise

Research and case studies … confirm that persuasive messages do not work unless they first influence the intuitive brain – that is, System 1.

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PERSONAL The intuitive brain craves personal relevance and ignores generic info. Attention Triggers CONTRASTABLE Contrasts grab attention. Our brains focus on differences, seeing them as important. TANGIBLE The intuitive brain craves concrete things it can see, touch, and feel – not abstract things. MEMORABLE Unusual, emotion-sparking info is easier to remember. VISUAL Our intuitive brain is wired to prioritize and make sense of visual input. EMOTIONAL Emotions are the intuitive brain's signal that something matters, driving attention and action. 6 ways to engage intuitive thinking

Instead of: A generic training module with general facts & statistics. Try this: A personalized scenario that uses the learner's name and job role, showing how a topic could directly impact their work and personal life.

Instead of: A text explanation of different leadership styles. Try this: A side-by-side comparison table of leadership styles, with clear examples of each style in action and their potential outcomes in various scenarios.

Instead of: A theoretical explanation of project management principles. Try this: A simulated project management exercise where learners apply principles to plan a tangible event, like organizing a company picnic, with real-world constraints and outcomes.

Instead of: A list of steps for effective customer service. Try this: An acrostic where each letter in "SERVICE" represents a key customer service principle, accompanied by a memorable story for each principle.

Instead of: A text-heavy description of a company's sales process. Try this: An infographic showing the sales process as a colorful, engaging visual journey, with icons representing each stage and key actions.

Instead of: A dry fact-based overview of a safety policy. Try this: A compelling video testimonial from an employee who experienced a workplace accident, sharing their personal story and the impact on their life, followed by practical safety tips.

Leverage Visuals

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Research has shown that if something looks good, people assume that it works “good.”

Power of First Impressions

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RELEVANCE CREDIBILITY USABILITY

Halo Effect A mental shortcut (heuristic) where one positive quality colors our entire impression. This initial judgment often lingers, shaping our later opinions and assessments.

of first impressions are design-related

Priorities for Visual Attention

Our brain is hardwired to process images in a specific order.

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MOTION FOCUS CONSTRAST BRIGHTNESS SIZE PROXIMITY

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Movement

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Focus

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Contrast

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Brighter

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Bigger

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Proximity (in front)

brainsight.app

Can you identify the techniques used here? Often more than one of these are present at the same time

Movement Human Faces Stories There’s a Special Part of the Brain for Recognizing Faces

https://www.neurosciencemarketing.com/blog/articles/baby-heat-maps.htm

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Writing That Clicks

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THE TITLE HAS A HUGE IMPACT ON EFFECTIVENESS OF CONTENT

Compelling titles spark curiosity and convince learners the content is worth their time.

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#CeLC @tmiket stealfrommarketing.com #CeLC

stealfrommarketing.com #CeLC

#CeLC @tmiket stealfrommarketing.com #CeLC

Readability is a proxy for learnability.

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Introduction to Cybersecurity Cybersecurity is crucial in today's digital age. It involves protecting computer systems, networks, and data from unauthorized access, theft, and damage. Effective cybersecurity measures can prevent data breaches, protect sensitive information, and maintain the integrity of our organization's operations. Understanding cybersecurity basics will help us contribute to a safer digital environment. Cybersecurity Essentials: Protect Your Digital Life Today Imagine your personal information falling into the wrong hands—scary, right? In today's world, cyber threats are everywhere, and without proper protection, your data is at risk. Cybersecurity isn’t just for IT experts; it’s for everyone. By learning a few simple steps, you can keep hackers out and your information safe. This course will show you how to protect your data, so you can avoid the nightmare of a data breach and keep your peace of mind. Ready to take control? Let’s get started.

Protect Your Data: The Essentials of Cybersecurity Imagine your personal information falling into the wrong hands—scary, right? In today's world, cyber threats are everywhere, and without proper protection, your data is at risk. Cybersecurity isn’t just for IT experts; it’s for you. By learning a few simple steps, you can keep hackers out and your information safe. This course will show you how to protect your data, so you can avoid the nightmare of a data breach and keep your peace of mind. Ready to take control? Let’s get started. vivid scenario that triggers an emotional response specific and tangible language makes concept real & urgent Clear benefit taps into personal relevancy Call to action

Before Words: 291 Flesch-Kincaid Grade Level: 11.3 Flesch Reading Ease Score: 37.9 After Words: 103 Flesch-Kincaid Grade Level: 5.9 Flesch Reading Ease Score: 60.8

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attention triggers

it is good.

proxy for learning

Finish one of these or add your own

Strategies to Ignite Learning Bianca Baumann & Mike Taylor Think Like a Marketer Train Like an L&D Pro Available May 27 Think Like a Marketer, Train Like an L&D Pro:

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