A Few Things L&D Should Steal From Marketing

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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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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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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