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
   

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2. mike-taylor.org
   #LTDX21 @tmiket
   

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3. Mike Taylor | #LTDX21 @tmiket
   What do you wish you
   could steal from the
   marketing department?
   CHAT
   Question
   

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4. Why marketing?
   #LTDX21 @tmiket
   

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5. L&D and Marketing
   share a common goal
   #LTDX21 @tmiket
   

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6. How to get people's attention and help
   them think and act in new ways.
   #LTDX21 @tmiket
   

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7. Different Approaches
   DRASTICALLY
   

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8. How L&D sells hamburgers
   #LTDX21 @tmiket
   

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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
   

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10. How marketers sell hamburgers
    #LTDX21 @tmiket
    

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11. #LTDX21 @tmiket
    

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12. What is the difference?
    #LTDX21 @tmiket
    Why do we do it differently?
    

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13. 5 Things Worth
    Stealing from Marketing
    LIZARD
    BRAIN
    ATTENTION FIRST
    IMPRESSIONS
    STORIES CAMPAIGNS
    

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14. Marketers speak
    to the Lizard Brain
    #LTDX21 @tmiket
    1
    

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15. CONSCIOUS
    ______________________________
    LOGICAL
    Humans Have 2 Types of Thinking
    #LTDX21 @tmiket
    

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16. CONSCIOUS
    ______________________________
    LOGICAL
    SUBCONSCIOUS
    _______________________________________
    EMOTIONAL
    Humans Have 2 Types of Thinking
    #LTDX21 @tmiket
    

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17. POLL
    #LTDX21 @tmiket
    

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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
    

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19. #LTDX21 @tmiket
    >95%
    of brain activity is
    SUBCONCIOUS
    http://www.lifetrainings.com/Your-unconscious-mind-is-running-you-life.html
    

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20. Neocortex
    Higher-order thinking
    Limbic System
    Emotions
    Brain Stem
    Survival
    #LTDX21 @tmiket
    

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21. Limbic System
    Emotions
    Brain Stem
    Survival
    LIZARD BRAIN
    +
    #LTDX21 @tmiket
    subconscious
    

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22. CONSCIOUS
    ______________________________
    LOGICAL
    Newer
    Weaker
    Tires easily
    Not automatic
    #LTDX21 @tmiket
    40
    bits of data per second
    

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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
    

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24. Lizards
    Rule!!!
    #LTDX21 @tmiket
    

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25. SUBCONSCIOUS MIND
    #LTDX21 @tmiket
    

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26. 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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27. most are acquired by time we are
    6 YEARS OLD
    #LTDX21 @tmiket
    

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28. WHOA!
    #LTDX21 @tmiket
    

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29. How would you design
    differently for a 6 year old?
    #LTDX21 @tmiket
    CHAT
    Question
    

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30. Which of those things do you NOT like?
    

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31. Living in this world…
    #LTDX21 @tmiket
    

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32. …with this brain
    #LTDX21 @tmiket
    

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33. Marketers leverage
    the way our brains operate
    

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34. Marketers know how little
    people pay attention.
    #LTDX21 @tmiket
    2
    

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37. Did you catch all
    those changes?
    CHAT
    Question
    

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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
    

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40. Important visual
    information can get
    overlooked.
    That’s a gorilla!
    

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41. WITHOUT INITIAL ATTENTION
    NOTHING ELSE MATTERS
    #LTDX21 @tmiket
    

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42. What does the
    lizard brain notice?
    #LTDX21 @tmiket
    

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43. Can I eat it?
    Can I have sex with it?
    Will it kill me?
    #LTDX21 @tmiket
    

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44. Benefits?
    Enjoyable?
    Consequences?
    #LTDX21 @tmiket
    

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45. 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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46. #LTDX21 @tmiket
    https://www.neurosciencemarketing.com/blog/articles/baby-heat-maps.htm
    

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47. #LTDX21 @tmiket
    https://www.neurosciencemarketing.com/blog/articles/baby-heat-maps.htm
    

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48. NEWS FLASH!!!!
    #LTDX21 @tmiket
    

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49. #LTDX21 @tmiket
    Nobody wants to read your sh*t!
    

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50. Nobody wants to read your sh*t!
    Don’t take it personally…
    nobody wants to read anything.
    #LTDX21 @tmiket
    

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51. #LTDX21 @tmiket
    

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52. 1. Streamline your message
    Focus it and pare it down to its simplest,
    clearest, easiest-to-understand form.
    #LTDX21 @tmiket
    

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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
    

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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
    

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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
    

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56. STREAMLINED VISUAL
    EMOTIONAL
    #LTDX21 @tmiket
    

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57. Marketers understand the
    power of first impressions
    #LTDX21 @tmiket
    3
    

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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
    

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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/
    

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60. #LTDX21 @tmiket
    Titles & Headlines
    Are Important
    

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61. 8 of 10
    people will read
    headline copy
    2 of 10
    people will read
    the rest
    #LTDX21 @tmiket
    

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62. 1 2
    Headline Helpers
    https://coschedule.com/headline-analyzer https://headlines.sharethrough.com/
    #LTDX21 @tmiket
    

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63. #LTDX21 @tmiket
    

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64. #LTDX21 @tmiket
    

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65. #LTDX21 @tmiket
    

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66. LOOKS
    matter!
    #LTDX21 @tmiket
    

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67. #LTDX21 @tmiket
    Relevance?
    Credibility?
    Usability?
    http://credibility.stanford.edu/
    

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68. First impressions…
    94% DESIGN
    RELATED
    #LTDX21 @tmiket
    

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69. MILLISECONDS
    #LTDX21 @tmiket
    

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70. <
    MILLISECONDS
    #LTDX21 @tmiket
    

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71. 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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72. #LTDX21 @tmiket
    Identity Theft Protection
    

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73. #LTDX21 @tmiket
    

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74. A B
    #LTDX21 @tmiket
    

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75. Marketers tell stories
    #LTDX21 @tmiket
    4
    

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76. Subaru makes safe cars
    #LTDX21 @tmiket
    

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77. #LTDX21 @tmiket
    

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78. REMEMBER:
    OUR LOGICAL MIND IS NOT IN
    CONTROL OF OUR ACTIONS
    #LTDX21 @tmiket
    

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79. Now let’s try a story…
    #LTDX21 @tmiket
    

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80. VIDEO
    #LTDX21 @tmiket
    

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82. Which is more impactful?
    A B
    

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83. PERSONALITY
    Have some. Its free!
    #LTDX21 @tmiket
    

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85. DOLLAR SHAVE CLUB
    

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86. Marketers take a
    campaign approach
    #LTDX21 @tmiket
    5
    

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87. #LTDX21 @tmiket
    

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88. #LTDX21 @tmiket
    

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89. Email Marketing Tools
    #LTDX21 @tmiket
    

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90. View Slide

91. CAMPAIGN
    #LTDX21 @tmiket
    

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92. CAMPAIGN
    #LTDX21 @tmiket
    

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93. CAMPAIGN
    #LTDX21 @tmiket
    Stand alone
    or Enhance
    Existing
    

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94. #LTDX21 @tmiket
    BONUS: Actionable Data!
    CAMPAIGN
    Stand alone
    or Enhance
    Existing
    

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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
    

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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
    

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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
    

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98. Campaign Tools
    Made for L&D
    withsparks.com
    Waves | learningpool.com
    #LTDX21 @tmiket
    

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99. martech5000.com
    #LTDX21 @tmiket
    

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100. Mike Taylor | #LTDX21 @tmiket
     What do you wish you
     could steal from the
     marketing department?
     CHAT
     Question
     

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101. THANK YOU!
     Drop your email here and
     I’ll send you everything.
     http://gettalk.at/tlc2020
     mike-taylor.org @tmiket
     

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