3 Things L&D Should Steal From Marketing

We may not realize it, but as L&D professionals we have a lot in common with marketers. We are both facing a 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 seems a lot. In today's super-fragmented world, we must first attract our audience if we are to have any hope of informing and educating them. Experienced marketers understand how to use the new technologies and take advantage of the psychology of emotions. There's a reason you do not see bullet points in advertisements!

Access supporting links & resources at: https://gettalk.at/3things

Transcript

1. A FEW THINGS L&D SHOULD
   STEAL FROM
   MARKETING
   mike-taylor.org
   

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2. mike-taylor.org
   @tmiket
   

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3. WHY
   MARKETING?
   @tmiket
   

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4. L&D and Marketing
   share a common goal
   @tmiket
   

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5. How to get people's attention and
   help them think and act in new ways.
   @tmiket
   

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6. DIFFERENT
   APPROACHES
   

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7. How L&D sells hamburgers
   @tmiket
   

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8. Why You Should Buy Our 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
   @tmiket
   

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9. How marketers sell hamburgers
   @tmiket
   

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10. @tmiket
    

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11. What is the difference?
    Why do we do it differently?
    @tmiket
    

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12. Things Worth
    Stealing from
    Marketing
    

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13. Marketers speak to
    the Lizard Brain
    @tmiket
    1
    

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14. CONSCIOUS
    ______________________________
    LOGICAL
    2 Types of Thinking
    @tmiket
    

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15. CONSCIOUS
    ______________________________
    LOGICAL
    SUBCONSCIOUS
    _______________________________________
    EMOTIONAL
    2 Types of Thinking
    

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16. How much human behavior is driven by the
    LOGICAL MIND?
    CHAT
    @tmiket
    0-100%
    

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17. @tmiket
    >95%
    of brain activity is
    SUBCONCIOUS
    http://www.lifetrainings.com/Your-unconscious-mind-is-running-you-life.html
    

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18. Neocortex
    Higher-order thinking
    Limbic System
    Emotions
    Brain Stem
    Survival
    @tmiket
    

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19. Limbic System
    Emotions
    Brain Stem
    Survival
    LIZARD BRAIN
    +
    subconscious
    @tmiket
    

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20. CONSCIOUS
    ______________________________
    LOGICAL
    Newer
    Weaker
    Tires easily
    Not automatic
    40
    bits of data per second
    @tmiket
    

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21. @tmiket
    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
    The User Illusion: Cutting Consciousness Down to Size by Tor Norretranders
    

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22. 11,000,000
    bits of data per second
    Wow!
    

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23. SUBCONSCIOUS MIND
    @tmiket
    

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24. SUBCONSCIOUS MIND
    Supercomputer loaded
    with a database of
    programmed behaviors
    https://www.brucelipton.com/resource/interview/romp-through-the-quantum-field
    @tmiket
    

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25. most are acquired by time we are
    6 YEARS OLD
    @tmiket
    

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26. WHOA!
    @tmiket
    

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27. How would you design
    differently for a 6-year-old?
    CHAT
    Question
    @tmiket
    

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28. Which of those things
    do you NOT like?
    

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29. Marketers leverage
    the way our brains operate
    

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30. Living in this world…
    @tmiket
    

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31. …with this brain
    @tmiket
    

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32. Marketers know the
    importance of
    first impressions
    2
    @tmiket
    

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33. @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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34. @tmiket
    Our automatic, subconscious
    reaction to a design influences
    how we perceive its relevance,
    credibility, and even usability.
    

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35. Our unconscious mind can form
    likes or dislikes before the
    conscious mind even knows
    what is being responded to.
    @tmiket
    

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36. LOOKS
    matter!
    @tmiket
    

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37. First impressions…
    94%DESIGN
    RELATED
    @tmiket
    

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38. MILLISECONDS
    @tmiket
    

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39. <
    MILLISECONDS
    @tmiket
    @tmiket
    

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40. There is no such
    thing as no design.
    Adam Judge
    

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41. The alternative to
    good design is
    always bad design.
    Adam Judge
    

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42. is a smart investment
    

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43. Marketers know that
    nobody pays attention.
    3
    @tmiket
    

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47. Did you catch all
    those changes?
    CHAT
    Question
    

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50. 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
    @tmiket
    

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51. Important visual
    information can get
    overlooked.
    That’s a gorilla!
    @tmiket
    

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52. WITHOUT INITIAL ATTENTION
    NOTHING ELSE MATTERS
    @tmiket
    

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53. What does the
    lizard brain notice?
    @tmiket
    

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54. Can I eat it?
    Can I have sex with it?
    Will it kill me?
    @tmiket
    

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55. Benefits?
    Enjoyable?
    Consequences?
    @tmiket
    

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56. NEWS FLASH!!!!
    @tmiket
    

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57. Nobody wants to
    read your sh*t!
    @tmiket
    

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58. Nobody wants to
    read your sh*t!
    Don’t take it personally…
    nobody wants to read anything.
    @tmiket
    

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59. @tmiket
    

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60. 1. Streamline your message
    Focus it and pare it down to its simplest,
    clearest, easiest-to-understand form.
    @tmiket
    

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61. 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.
    @tmiket
    

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62. 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.
    @tmiket
    

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63. 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!
    @tmiket
    

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64. STREAMLINED VISUAL
    EMOTIONAL
    @tmiket
    

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65. Things To
    Steal from
    Marketing
    

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66. Speak to the
    Lizard Brain
    

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67. The human mind does not
    run on logic any more than
    a horse runs on petrol.
    Rory Sutherland
    Vice Chairman at Ogilvy UK
    @rorysutherland
    @tmiket
    

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68. Make a great
    1st impression
    

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69. The first second with
    your content might
    matter more than all the
    seconds that follow.
    (if there are any)
    @tmiket
    

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70. Grab & hold
    their attention!
    (never assume you have it)
    

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71. Anything that doesn’t
    capture our attention,
    does not exist.
    @tmiket
    

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72. THANK YOU!
    Get my contact info,
    slides and links here:
    https://gettalk.at/3things
    mike-taylor.org @tmiket
    

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