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Mike Taylor #LTDX21 @tmiket
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mike-taylor.org
#LTDX21 @tmiket
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Mike Taylor | #LTDX21 @tmiket
What do you wish you
could steal from the
marketing department?
CHAT
Question
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Why marketing?
#LTDX21 @tmiket
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L&D and Marketing
share a common goal
#LTDX21 @tmiket
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How to get people's attention and help
them think and act in new ways.
#LTDX21 @tmiket
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Different Approaches
DRASTICALLY
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How L&D sells hamburgers
#LTDX21 @tmiket
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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
#LTDX21 @tmiket
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How marketers sell hamburgers
#LTDX21 @tmiket
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#LTDX21 @tmiket
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What is the difference?
#LTDX21 @tmiket
Why do we do it differently?
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5 Things Worth
Stealing from Marketing
LIZARD
BRAIN
ATTENTION FIRST
IMPRESSIONS
STORIES CAMPAIGNS
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Marketers speak
to the Lizard Brain
#LTDX21 @tmiket
1
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CONSCIOUS
______________________________
LOGICAL
Humans Have 2 Types of Thinking
#LTDX21 @tmiket
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CONSCIOUS
______________________________
LOGICAL
SUBCONSCIOUS
_______________________________________
EMOTIONAL
Humans Have 2 Types of Thinking
#LTDX21 @tmiket
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POLL
#LTDX21 @tmiket
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How much of human
behavior is driven by
CONSCIOUS
thinking?
A. ≤ 5%
B. 6-25%
C. 26-50%
D. 51-75%
E. 76-95%
F. > 95%
#LTDX21 @tmiket
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#LTDX21 @tmiket
>95%
of brain activity is
SUBCONCIOUS
http://www.lifetrainings.com/Your-unconscious-mind-is-running-you-life.html
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Neocortex
Higher-order thinking
Limbic System
Emotions
Brain Stem
Survival
#LTDX21 @tmiket
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Limbic System
Emotions
Brain Stem
Survival
LIZARD BRAIN
+
#LTDX21 @tmiket
subconscious
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CONSCIOUS
______________________________
LOGICAL
Newer
Weaker
Tires easily
Not automatic
#LTDX21 @tmiket
40
bits of data per second
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CONSCIOUS
______________________________
LOGICAL
SUBCONSCIOUS
_______________________________________
EMOTIONAL
11,000,000
bits of data per second
40
bits of data per second
Newer
Weaker
Tires easily
Not automatic
Older (Lizard Brain)
Most dominant
Always on
Automatic
#LTDX21 @tmiket
The User Illusion: Cutting Consciousness Down to Size by Tor Norretranders
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Lizards
Rule!!!
#LTDX21 @tmiket
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SUBCONSCIOUS MIND
#LTDX21 @tmiket
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SUBCONSCIOUS MIND
Supercomputer loaded
with a database of
programmed behaviors
#LTDX21 @tmiket
https://www.brucelipton.com/resource/interview/romp-through-the-quantum-field
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most are acquired by time we are
6 YEARS OLD
#LTDX21 @tmiket
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WHOA!
#LTDX21 @tmiket
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How would you design
differently for a 6 year old?
#LTDX21 @tmiket
CHAT
Question
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Which of those things do you NOT like?
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Living in this world…
#LTDX21 @tmiket
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…with this brain
#LTDX21 @tmiket
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Marketers leverage
the way our brains operate
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Marketers know how little
people pay attention.
#LTDX21 @tmiket
2
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Did you catch all
those changes?
CHAT
Question
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No content
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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
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Important visual
information can get
overlooked.
That’s a gorilla!
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WITHOUT INITIAL ATTENTION
NOTHING ELSE MATTERS
#LTDX21 @tmiket
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What does the
lizard brain notice?
#LTDX21 @tmiket
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Can I eat it?
Can I have sex with it?
Will it kill me?
#LTDX21 @tmiket
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Benefits?
Enjoyable?
Consequences?
#LTDX21 @tmiket
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Movement
Human
Faces
Stories
There’s a Special Part of the Brain
Just for Recognizing Faces
Nancy Kanwisher (1997)
#LTDX21 @tmiket
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#LTDX21 @tmiket
https://www.neurosciencemarketing.com/blog/articles/baby-heat-maps.htm
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#LTDX21 @tmiket
https://www.neurosciencemarketing.com/blog/articles/baby-heat-maps.htm
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NEWS FLASH!!!!
#LTDX21 @tmiket
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#LTDX21 @tmiket
Nobody wants to read your sh*t!
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Nobody wants to read your sh*t!
Don’t take it personally…
nobody wants to read anything.
#LTDX21 @tmiket
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#LTDX21 @tmiket
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1. Streamline your message
Focus it and pare it down to its simplest,
clearest, easiest-to-understand form.
#LTDX21 @tmiket
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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.
#LTDX21 @tmiket
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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.
#LTDX21 @tmiket
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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!
#LTDX21 @tmiket
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STREAMLINED VISUAL
EMOTIONAL
#LTDX21 @tmiket
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Marketers understand the
power of first impressions
#LTDX21 @tmiket
3
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#LTDX21 @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
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Our automatic, subconscious
reaction to a design influences
how we perceive its relevance
credibility, and even usability.
https://conversionxl.com/blog/first-impressions-matter-the-importance-of-great-visual-design/
#LTDX21 @tmiket
https://conversionxl.com/blog/first-impressions-matter-the-importance-of-great-visual-design/
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#LTDX21 @tmiket
Titles & Headlines
Are Important
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8 of 10
people will read
headline copy
2 of 10
people will read
the rest
#LTDX21 @tmiket
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1 2
Headline Helpers
https://coschedule.com/headline-analyzer https://headlines.sharethrough.com/
#LTDX21 @tmiket
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#LTDX21 @tmiket
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#LTDX21 @tmiket
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#LTDX21 @tmiket
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LOOKS
matter!
#LTDX21 @tmiket
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#LTDX21 @tmiket
Relevance?
Credibility?
Usability?
http://credibility.stanford.edu/
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First impressions…
94% DESIGN
RELATED
#LTDX21 @tmiket
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MILLISECONDS
#LTDX21 @tmiket
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<
MILLISECONDS
#LTDX21 @tmiket
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Our unconscious mind can form
likes or dislikes before the
conscious mind even knows
what is being responded to.
#LTDX21 @tmiket
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#LTDX21 @tmiket
Identity Theft Protection
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#LTDX21 @tmiket
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A B
#LTDX21 @tmiket
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Marketers tell stories
#LTDX21 @tmiket
4
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Subaru makes safe cars
#LTDX21 @tmiket
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#LTDX21 @tmiket
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REMEMBER:
OUR LOGICAL MIND IS NOT IN
CONTROL OF OUR ACTIONS
#LTDX21 @tmiket
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Now let’s try a story…
#LTDX21 @tmiket
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VIDEO
#LTDX21 @tmiket
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Which is more impactful?
A B
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PERSONALITY
Have some. Its free!
#LTDX21 @tmiket
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DOLLAR SHAVE CLUB
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Marketers take a
campaign approach
#LTDX21 @tmiket
5
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#LTDX21 @tmiket
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#LTDX21 @tmiket
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Email Marketing Tools
#LTDX21 @tmiket
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No content
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CAMPAIGN
#LTDX21 @tmiket
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CAMPAIGN
#LTDX21 @tmiket
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CAMPAIGN
#LTDX21 @tmiket
Stand alone
or Enhance
Existing
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#LTDX21 @tmiket
BONUS: Actionable Data!
CAMPAIGN
Stand alone
or Enhance
Existing
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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
#LTDX21 @tmiket
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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
#LTDX21 @tmiket
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Send email Trigger
Send Follow-up
Video YES
Email viewed?
Send Content via
Slack or MS Teams NO
Wait 2 days
Wait 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
#LTDX21 @tmiket
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Campaign Tools
Made for L&D
withsparks.com
Waves | learningpool.com
#LTDX21 @tmiket
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martech5000.com
#LTDX21 @tmiket
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Mike Taylor | #LTDX21 @tmiket
What do you wish you
could steal from the
marketing department?
CHAT
Question
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THANK YOU!
Drop your email here and
I’ll send you everything.
http://gettalk.at/tlc2020
mike-taylor.org @tmiket