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
2. mike-taylor.org @tmiket
3. WHY MARKETING? @tmiket
4. L&D and Marketing share a common goal @tmiket
5. How to get people's attention and help them think and act in new ways. @tmiket
6. DIFFERENT APPROACHES
7. How L&D sells hamburgers @tmiket
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
9. How marketers sell hamburgers @tmiket
10. @tmiket
11. What is the difference? Why do we do it differently? @tmiket
12. Things Worth Stealing from Marketing
13. Marketers speak to the Lizard Brain @tmiket 1
14. CONSCIOUS ______________________________ LOGICAL 2 Types of Thinking @tmiket
15. CONSCIOUS ______________________________ LOGICAL SUBCONSCIOUS _______________________________________ EMOTIONAL 2 Types of Thinking
16. How much human behavior is driven by the LOGICAL MIND? CHAT @tmiket 0-100%
17. @tmiket >95% of brain activity is SUBCONCIOUS http://www.lifetrainings.com/Your-unconscious-mind-is-running-you-life.html
18. Neocortex Higher-order thinking Limbic System Emotions Brain Stem Survival @tmiket
19. Limbic System Emotions Brain Stem Survival LIZARD BRAIN + subconscious @tmiket
20. CONSCIOUS ______________________________ LOGICAL Newer Weaker Tires easily Not automatic 40 bits of data per second @tmiket
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
22. 11,000,000 bits of data per second Wow!
23. SUBCONSCIOUS MIND @tmiket
24. SUBCONSCIOUS MIND Supercomputer loaded with a database of programmed behaviors https://www.brucelipton.com/resource/interview/romp-through-the-quantum-field @tmiket
25. most are acquired by time we are 6 YEARS OLD @tmiket
26. WHOA! @tmiket
27. How would you design differently for a 6-year-old? CHAT Question @tmiket
28. Which of those things do you NOT like?
29. Marketers leverage the way our brains operate
30. Living in this world… @tmiket
31. …with this brain @tmiket
32. Marketers know the importance of first impressions 2 @tmiket
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
34. @tmiket Our automatic, subconscious reaction to a design influences how we perceive its relevance, credibility, and even usability.
35. Our unconscious mind can form likes or dislikes before the conscious mind even knows what is being responded to. @tmiket
36. LOOKS matter! @tmiket
37. First impressions… 94%DESIGN RELATED @tmiket
38. MILLISECONDS @tmiket
39. < MILLISECONDS @tmiket @tmiket
40. There is no such thing as no design. Adam Judge
41. The alternative to good design is always bad design. Adam Judge
42. is a smart investment
43. Marketers know that nobody pays attention. 3 @tmiket
47. Did you catch all those changes? CHAT Question
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
51. Important visual information can get overlooked. That’s a gorilla! @tmiket
52. WITHOUT INITIAL ATTENTION NOTHING ELSE MATTERS @tmiket
53. What does the lizard brain notice? @tmiket
54. Can I eat it? Can I have sex with it? Will it kill me? @tmiket
55. Benefits? Enjoyable? Consequences? @tmiket
56. NEWS FLASH!!!! @tmiket
57. Nobody wants to read your sh*t! @tmiket
58. Nobody wants to read your sh*t! Don’t take it personally… nobody wants to read anything. @tmiket
59. @tmiket
60. 1. Streamline your message Focus it and pare it down to its simplest, clearest, easiest-to-understand form. @tmiket
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
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
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
64. STREAMLINED VISUAL EMOTIONAL @tmiket
65. Things To Steal from Marketing
66. Speak to the Lizard Brain
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
68. Make a great 1st impression
69. The first second with your content might matter more than all the seconds that follow. (if there are any) @tmiket
70. Grab & hold their attention! (never assume you have it)
71. Anything that doesn’t capture our attention, does not exist. @tmiket
72. THANK YOU! Get my contact info, slides and links here: https://gettalk.at/3things mike-taylor.org @tmiket