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A Few Things L&D Should Steal From Marketing

74e48f0d01a7fec7c579a8d370698b26?s=47 Mike Taylor
February 01, 2021

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

74e48f0d01a7fec7c579a8d370698b26?s=128

Mike Taylor

February 01, 2021
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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

  35. None
  36. None
  37. Did you catch all those changes? CHAT Question

  38. None
  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

  81. None
  82. Which is more impactful? A B

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

  84. None
  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

  90. None
  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