A Few Things L&D Should Steal From Marketing

We may not realize it, but as learning professionals, we have a lot of things in common with marketers. We both face one 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 turns out, a lot. In today’s hyper-distracted world, we must first engage our audience if we have any hope of informing them. Savvy marketers understand how to use the latest technologies and tap into the psychology of emotions — there’s a reason you don’t see bullet points in advertising.

In this session, we reveal some tools and techniques that marketers have been successfully using for years to capture attention and move people to take action.

RELATED RESOURCES: https://rolls.bublup.com/LandD-Marketing/resources

Transcript

1. Mike Taylor #LTDX21 @tmiket
2. mike-taylor.org #LTDX21 @tmiket
3. Mike Taylor | #LTDX21 @tmiket What do you wish you could steal from the marketing department? CHAT Question
4. Why marketing? #LTDX21 @tmiket
5. L&D and Marketing share a common goal #LTDX21 @tmiket
6. How to get people's attention and help them think and act in new ways. #LTDX21 @tmiket
7. Different Approaches DRASTICALLY
8. How L&D sells hamburgers #LTDX21 @tmiket
9. 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
10. How marketers sell hamburgers #LTDX21 @tmiket
11. #LTDX21 @tmiket
12. What is the difference? #LTDX21 @tmiket Why do we do it differently?
13. 5 Things Worth Stealing from Marketing LIZARD BRAIN ATTENTION FIRST IMPRESSIONS STORIES CAMPAIGNS
14. Marketers speak to the Lizard Brain #LTDX21 @tmiket 1
15. CONSCIOUS ______________________________ LOGICAL Humans Have 2 Types of Thinking #LTDX21 @tmiket
16. CONSCIOUS ______________________________ LOGICAL SUBCONSCIOUS _______________________________________ EMOTIONAL Humans Have 2 Types of Thinking #LTDX21 @tmiket
17. POLL #LTDX21 @tmiket
18. 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
19. #LTDX21 @tmiket >95% of brain activity is SUBCONCIOUS http://www.lifetrainings.com/Your-unconscious-mind-is-running-you-life.html
20. Neocortex Higher-order thinking Limbic System Emotions Brain Stem Survival #LTDX21 @tmiket
21. Limbic System Emotions Brain Stem Survival LIZARD BRAIN + #LTDX21 @tmiket subconscious
22. CONSCIOUS ______________________________ LOGICAL Newer Weaker Tires easily Not automatic #LTDX21 @tmiket 40 bits of data per second
23. 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
24. Lizards Rule!!! #LTDX21 @tmiket
25. SUBCONSCIOUS MIND #LTDX21 @tmiket
26. SUBCONSCIOUS MIND Supercomputer loaded with a database of programmed behaviors #LTDX21 @tmiket https://www.brucelipton.com/resource/interview/romp-through-the-quantum-field
27. most are acquired by time we are 6 YEARS OLD #LTDX21 @tmiket
28. WHOA! #LTDX21 @tmiket
29. How would you design differently for a 6 year old? #LTDX21 @tmiket CHAT Question
30. Which of those things do you NOT like?
31. Living in this world… #LTDX21 @tmiket
32. …with this brain #LTDX21 @tmiket
33. Marketers leverage the way our brains operate
34. Marketers know how little people pay attention. #LTDX21 @tmiket 2
37. Did you catch all those changes? CHAT Question
39. 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
40. Important visual information can get overlooked. That’s a gorilla!
41. WITHOUT INITIAL ATTENTION NOTHING ELSE MATTERS #LTDX21 @tmiket
42. What does the lizard brain notice? #LTDX21 @tmiket
43. Can I eat it? Can I have sex with it? Will it kill me? #LTDX21 @tmiket
44. Benefits? Enjoyable? Consequences? #LTDX21 @tmiket
45. Movement Human Faces Stories There’s a Special Part of the Brain Just for Recognizing Faces Nancy Kanwisher (1997) #LTDX21 @tmiket
46. #LTDX21 @tmiket https://www.neurosciencemarketing.com/blog/articles/baby-heat-maps.htm
47. #LTDX21 @tmiket https://www.neurosciencemarketing.com/blog/articles/baby-heat-maps.htm
48. NEWS FLASH!!!! #LTDX21 @tmiket
49. #LTDX21 @tmiket Nobody wants to read your sh*t!
50. Nobody wants to read your sh*t! Don’t take it personally… nobody wants to read anything. #LTDX21 @tmiket
51. #LTDX21 @tmiket
52. 1. Streamline your message Focus it and pare it down to its simplest, clearest, easiest-to-understand form. #LTDX21 @tmiket
53. 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
54. 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
55. 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
56. STREAMLINED VISUAL EMOTIONAL #LTDX21 @tmiket
57. Marketers understand the power of first impressions #LTDX21 @tmiket 3
58. #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
59. 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/
60. #LTDX21 @tmiket Titles & Headlines Are Important
61. 8 of 10 people will read headline copy 2 of 10 people will read the rest #LTDX21 @tmiket
62. 1 2 Headline Helpers https://coschedule.com/headline-analyzer https://headlines.sharethrough.com/ #LTDX21 @tmiket
63. #LTDX21 @tmiket
64. #LTDX21 @tmiket
65. #LTDX21 @tmiket
66. LOOKS matter! #LTDX21 @tmiket
67. #LTDX21 @tmiket Relevance? Credibility? Usability? http://credibility.stanford.edu/
68. First impressions… 94% DESIGN RELATED #LTDX21 @tmiket
69. MILLISECONDS #LTDX21 @tmiket
70. < MILLISECONDS #LTDX21 @tmiket
71. Our unconscious mind can form likes or dislikes before the conscious mind even knows what is being responded to. #LTDX21 @tmiket
72. #LTDX21 @tmiket Identity Theft Protection
73. #LTDX21 @tmiket
74. A B #LTDX21 @tmiket
75. Marketers tell stories #LTDX21 @tmiket 4
76. Subaru makes safe cars #LTDX21 @tmiket
77. #LTDX21 @tmiket
78. REMEMBER: OUR LOGICAL MIND IS NOT IN CONTROL OF OUR ACTIONS #LTDX21 @tmiket
79. Now let’s try a story… #LTDX21 @tmiket
80. VIDEO #LTDX21 @tmiket
82. Which is more impactful? A B
83. PERSONALITY Have some. Its free! #LTDX21 @tmiket
85. DOLLAR SHAVE CLUB
86. Marketers take a campaign approach #LTDX21 @tmiket 5
87. #LTDX21 @tmiket
88. #LTDX21 @tmiket
89. Email Marketing Tools #LTDX21 @tmiket
91. CAMPAIGN #LTDX21 @tmiket
92. CAMPAIGN #LTDX21 @tmiket
93. CAMPAIGN #LTDX21 @tmiket Stand alone or Enhance Existing
94. #LTDX21 @tmiket BONUS: Actionable Data! CAMPAIGN Stand alone or Enhance Existing
95. 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
96. 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
97. 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
98. Campaign Tools Made for L&D withsparks.com Waves | learningpool.com #LTDX21 @tmiket
99. martech5000.com #LTDX21 @tmiket
100. Mike Taylor | #LTDX21 @tmiket What do you wish you could steal from the marketing department? CHAT Question
101. THANK YOU! Drop your email here and I’ll send you everything. http://gettalk.at/tlc2020 mike-taylor.org @tmiket