Unlocking the Top Marketing Secrets for L&D

Ditch the outdated training model! Let's harness the power of marketing to design learning experiences that resonate with learners.

It's time to take a new approach to L&D, one that puts the learner at the center of the process and leverages the power of marketing to create more engaging, relevant, and effective learning experiences. Learn about the primal brain, learner personas, attention-grabbing visuals, and writing good copy to enhance your L&D strategy.

Learning Objectives:

* Harness the power of the lizard brain, and create attention-grabbing learning solutions using good copy and amazing visuals.

* Create learner personas to design learner-centered solutions.

* Design engaging learner journeys.

View the related links & resources at:
https://app.capacities.io/home/b9466872-28ca-4b25-ac69-644b001ce171

Transcript

1. Unlocking the Top Marketing Secrets For L&D Pros stealfrommarketing.com Visit the website: Bianca Baumann & Mike Taylor
2. What would you ‘steal’ from marketing?
3. WHY MARKETING?
4. L&D and Marketing share a common goal #ATD24 @tmiket
5. stealfrommarketing.com #ATD24 How to get people's attention and help them think and act in new ways.
6. stealfrommarketing.com #ATD24 DIFFERENT APPROACHES
7. stealfrommarketing.com #ATD24 How L&D sells hamburgers
8. stealfrommarketing.com #ATD24 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
9. stealfrommarketing.com #ATD24 How marketers sell hamburgers
10. stealfrommarketing.com #ATD24
11. stealfrommarketing.com #ATD24 What is the difference? Why do we do it differently?
12. Things To Steal from Marketing
13. Primal Brain 01 Captivating Words 03 Engaging Graphics 04 Learner Personas 02 Learning Campaigns 05 Things To Steal from Marketing 5
14. Speak to the Primal Brain
15. stealfrommarketing.com #ATD24 “Instead of being conscious actors, we are driven by our unconscious mind.” Leonard Mlodinow Subliminal: How Your Unconscious Mind Rules Your Behavior
16. stealfrommarketing.com #ATD24 System 1 & System 2 Thinking
17. stealfrommarketing.com #ATD24 Marketers speak to the Lizard Brain 1 2 Types of Thinking
18. stealfrommarketing.com #ATD24 Marketers speak to the Lizard Brain 1 System 1 operates largely unconsciously and automatically System 2 requires conscious effort and control
19. stealfrommarketing.com #ATD24 CONSCIOUS ______________________________ LOGICAL
20. stealfrommarketing.com #ATD24 CONSCIOUS ______________________________ LOGICAL SUBCONSCIOUS _______________________________________ EMOTIONAL
21. stealfrommarketing.com #ATD24 CONSCIOUSLY https://brandtrust.com/blog/system-1-thinking/ of human cognition is experienced 5%
22. stealfrommarketing.com #ATD24 % of brain activity is SUBCONSCIOUS
23. stealfrommarketing.com #ATD24 We don't think as much as we think we think!
24. stealfrommarketing.com #ATD24 CONSCIOUS ______________________________ LOGICAL SUBCONSCIOUS _______________________________________ EMOTIONAL
25. stealfrommarketing.com #ATD24 CONSCIOUS ______________________________ LOGICAL SUBCONSCIOUS _______________________________________ EMOTIONAL Older Dominant Always On Automatic Newer Weaker Tires Easily Effortful
26. stealfrommarketing.com #ATD24 CONSCIOUS ______________________________ LOGICAL SUBCONSCIOUS _______________________________________ EMOTIONAL 11,000,000 bits/second 40 bits/second
27. stealfrommarketing.com #ATD24 WOW!
28. stealfrommarketing.com #ATD24 SUBCONSCIOUS MIND #ATD24 @tmiket
29. stealfrommarketing.com #ATD24 SUBCONSCIOUS MIND Supercomputer loaded with a database of programmed behaviors #ATD24 @tmiket https://www.brucelipton.com/resource/interview/romp-through-the-quantum-field
30. stealfrommarketing.com #ATD24 most are acquired by time we are 6 YEARS OLD
31. stealfrommarketing.com #ATD24 WHOA!
32. stealfrommarketing.com #ATD24 How would you design differently for a 6-year-old?
33. stealfrommarketing.com #ATD24 Which of those things do you NOT like?
34. stealfrommarketing.com #ATD24 Living in this world…
35. stealfrommarketing.com #ATD24 …with this brain
36. What does the primal brain notice?
37. stealfrommarketing.com #ATD24 PERSONAL The primal brain craves personal relevance and ignores generic info. Six Ways to Engage the Primal Brain CONTRASTABLE Contrasts grab attention. Our brains focus on differences, seeing them as important. TANGIBLE The primal brain craves concrete things it can see, touch, and feel – not abstract things. MEMORABLE Unusual, emotion-sparking info is easier to remember. VISUAL Our primal brain is wired to prioritize and make sense of visual input. EMOTIONAL Emotions are the primal brain's signal that something matters, driving attention and action.
38. Learner Personas
39. What do you know about personas?
40. stealfrommarketing.com #ATD24 What’s really important to learners?
41. stealfrommarketing.com #ATD24 PROFESSIONAL (THE WORK) PERSONAL (THE INDIVIDUAL) ORGANIZATION-LED (TOP DOWN) EMPLOYEE-LED (BOTTOM-UP) Human Experience 2019 Deloitte Global Human Capital Trend Report Experience should be bottom-up and personal
42. stealfrommarketing.com #ATD24 PROFESSIONAL (THE WORK) PERSONAL (THE INDIVIDUAL) ORGANIZATION-LED (TOP DOWN) EMPLOYEE-LED (BOTTOM-UP) Human Experience 2019 Deloitte Global Human Capital Trend Report Employee Engagement Human Experience Work/Life Balance Employee Experience Am I making a difference? When experience is bottom-up and personal, it becomes focused on “human experience”
43. stealfrommarketing.com #ATD24 Meaning at Work MEANING AT WORK WORK Worker Work Environment Impact on Aspirations
44. stealfrommarketing.com #ATD24 Learner Personas • Representation of your typical learner • Fictitious character • Supports human-centered design • 3-5 personas are ideal
45. stealfrommarketing.com #ATD24 Learner Personas • Become more aware of your audience • Meet learners’ needs based on their preferences • Share the right content, at the right time, and at the right place • Increase engagement and productivity
46. stealfrommarketing.com #ATD24 51 GATHER INFORMATION ANALYZE INFORMATION CREATE LEARNER PERSONAS • Interviews (learners, managers, other stakeholders) • Observations • Use of data Learner Persona Creation • Common threads • Similarities • Trends • Excel and PowerPoint • Brainstorming in design thinking sessions • Confirm with learners
47. stealfrommarketing.com #ATD24 52 PAIN POINTS NEEDS SEE Learner Personas DO THINK & FEEL HEAR
48. stealfrommarketing.com #ATD24 Name: Apima Barsar Age: 26 Location: London Tenure: 1 year Role: Administrative Assistant Education: B.S. Goal: Manage a team Tech-savviness: high Interests: running and reading Best time to learn: early in the morning Access training through: any digital format Other: English is her second language SEE HEAR DO THINK/FEEL She is overwhelmed by the large volume of work. She just doesn’t have time to learn new skills at work. She needs a more flexible schedule. Her child is her priority right now. She hears from others that feel equally overwhelmed and miss flexibility on how they can access training, especially when they need it. Daily focuses on tasks and keeping operations running smoothly. Apima is a valued member of her team. She is taking classes online because it provides flexibility for her family-focused life. Overwhelmed by trying to keep up with multiple request and competing timelines. Frustrated by the training she has gotten because she doesn’t understand how it relates to her role or future roles. Example Pain Points • Her manager isn’t available as much as she would like • She doesn’t know where to go to learn new skills to help her reach her goal • Too many different sources and it’s hard to distinguish what’s worth her time • Not enough open communication within her core team • Too much gossip Needs • More guidance from her manager • Dedicated time to learn • People to stop talking and act, follow-through on accountabilities
49. stealfrommarketing.com #ATD24 Name: Location: Tenure: Role: Education: Goals/Aspirations: Tech-savviness: Interests: Best time to learn: Access training through: Other: SEE HEAR DO THINK/FEEL • What does their work environment look like? • Who are their peers, coworkers, and friends? • What would they see when it comes to the work environment, and learning specifically? • What do they hear in their work environment about others’ pain points in general • And what do they hear when it comes to learning and learning solutions specifically? • What are their common tasks? • What would they do while using a learning solution? (where do they go, are they focused on the learning or do they multitask, etc.) • What are they thinking and feeling when they are faced with challenges at work? • What are they thinking and feeling when they take learning? • What is their attitude towards learning provided? Pain Points • What are some of the pain points in their daily work life right now? • Why is this a pain point? • What can’t they do because of this pain point? • Who or what stands in their way to perform the best they can in their role? Needs • What do they need in order to solve their pain points? • Who or what can help them perform at the level they want to be at? • Is it something they can provide, or is it something the organization has to provide? • What do they need to reach their goal?
50. Captivating Writing
51. stealfrommarketing.com #ATD24 What is often the first thing we see?
52. stealfrommarketing.com #ATD24 Titles & Headlines
53. stealfrommarketing.com #ATD24 8 of 10 people will read headline copy 2 of 10 people will read the rest TITLES/ HEADLINES ARE IMPORTANT
54. #ATD24 @tmiket 1 2 Headline Helpers https://coschedule.com/headline-analyzer https://headlines.sharethrough.com/ #ATD24 @tmiket
55. #ATD24 @tmiket #ATD24 @tmiket
56. stealfrommarketing.com #ATD24
57. #ATD24 @tmiket #ATD24 @tmiket
58. #ATD24 @tmiket Compelling headlines spark curiosity and convince learners the content is worth their time. They should be specific, benefit-driven and use action words.
59. stealfrommarketing.com #ATD24 Readability is a good proxy for Learnability
60. stealfrommarketing.com #ATD24 What makes writing good?
61. stealfrommarketing.com #ATD24 S U R E
62. Simplicity S Before: The multifaceted nature of project management necessitates the utilization of various methodologies and frameworks to effectively oversee and coordinate the myriad aspects of a given project, from inception to completion. After: Project management requires using different methods and tools to manage all parts of a project well, from start to finish. Flesch-Kincaid Grade Level 23.3 10 Flesch Reading Ease 18.2 55.4 Words 30 20 easy words and short sentences
63. Useful S Before: Customer service is an essential skill for sales representatives in the high-end kitchen equipment industry. After: Struggling to close deals? This customer service course will show you how to listen to customers' needs, showcase LuxeKitchen's unique features, and handle objections with confidence - skills that are key to boosting your sales performance. U directly addresses their pain point & clearly outlines how the course will help them solve this problem
64. Resonate Emotionally Before: Product knowledge training is mandatory for all LuxeKitchen sales representatives to ensure they can accurately describe product features and benefits to potential customers. After: Imagine the satisfaction of helping a customer find the perfect LuxeKitchen product to bring their culinary dreams to life. Our product knowledge training is more than just memorizing specs - it's your chance to become a trusted advisor who can inspire and delight home chefs with every interaction. Taps into emotional rewards and shows the positive impact R
65. Easy to Skim S Before: Effective communication is crucial for success in the high-end kitchen equipment industry. By honing their communication skills, LuxeKitchen employees can build strong relationships with colleagues, customers, and suppliers, leading to improved collaboration, customer satisfaction, and business growth. This course will explore various strategies for effective communication, including active listening, clear messaging, and adapting to different communication styles. After: Why Communication Matters at LuxeKitchen • Build strong relationships with colleagues, customers, and suppliers • Improve collaboration and customer satisfaction • Drive business growth How to Communicate Effectively 1. Practice active listening 2. Craft clear, concise messages 3. Adapt to different communication styles E uses clear headings, bullet points, and numbered lists to break the content into easily digestible chunks
66. Simplicity Utility Resonate Emotionally Easy to Skim Our brains crave simple, clear information for efficient learning, making readability key in L&D. Ditch generic content and write for learners’ problems, just like marketers target customer needs for better engagement. Emotional learning content creates lasting impact by connecting with hearts and minds, not just facts. Busy learners skim, so create skimmable content with clear headings, short chunks, and visuals to boost learning. S U R E
67. stealfrommarketing.com #ATD24 Your audience response may depend more on YOU!
68. NEWSFLASH!
69. Nobody wants to read your sh*t!
70. stealfrommarketing.com #ATD24 Nobody wants to read your sh*t! Don’t take it personally… nobody wants to read anything.
72. #DevLearn22 @biancabaumann @tmiket 1. Streamline your message Focus it and pare it down to its simplest, clearest, easiest-to-understand form.
73. #DevLearn22 @biancabaumann @tmiket 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.
74. #DevLearn22 @biancabaumann @tmiket 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.
75. #DevLearn22 @biancabaumann @tmiket 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!
76. STREAMLINED VISUAL EMOTIONAL #DevLearn22 @biancabaumann @tmiket
77. Engaging Visuals
78. stealfrommarketing.com #ATD24 MUCH FASTER THAN TEXT OUR BRAIN S PROCESS VISUALS
79. Ready for a quick TEST?
80. stealfrommarketing.com #ATD24 A simple closed shape in Euclidean geometry. It is the set of all points in a plane that are at a given distance from a given point, the center; equivalently it is the curve traced out by a point that moves so that its distance from a given point is constant.
81. stealfrommarketing.com #ATD24 GET IT?
82. stealfrommarketing.com #ATD24
83. stealfrommarketing.com #ATD24 GOT IT!
84. #ATD24 @tmiket LOOKS MATTER!
85. stealfrommarketing.com #ATD24 Our unconscious mind can form likes or dislikes before the conscious mind even knows what is being responded to.
86. stealfrommarketing.com #ATD24 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
87. stealfrommarketing.com #ATD24 Our automatic, subconscious reaction to a design influences how we perceive its relevance, credibility, and even usability.
88. stealfrommarketing.com #ATD24 MILLISECONDS
89. stealfrommarketing.com #ATD24 MILLISECONDS
90. stealfrommarketing.com #ATD24
91. stealfrommarketing.com #ATD24
92. stealfrommarketing.com #ATD24
93. stealfrommarketing.com #ATD24
94. Did you catch all those changes?
95. stealfrommarketing.com #ATD24
96. stealfrommarketing.com #ATD24
97. stealfrommarketing.com #ATD24 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
98. stealfrommarketing.com #ATD24 Important visual information can very easily be overlooked. That’s a gorilla!
99. WITHOUT INITIAL ATTENTION NOTHING ELSE MATTERS #DevLearn22 @biancabaumann @tmiket
100. stealfrommarketing.com #ATD24 Movement Human Faces Stories There’s a Special Part of the Brain for Recognizing Faces
101. stealfrommarketing.com #ATD24
102. stealfrommarketing.com #ATD24 https://www.neurosciencemarketing.com/blog/articles/baby-heat-maps.htm
103. stealfrommarketing.com #ATD24 https://www.neurosciencemarketing.com/blog/articles/baby-heat-maps.htm
104. stealfrommarketing.com #ATD24 GOOD DESIGN IS A SMART INVESTMENT
105. #ATD24 @tmiket Marketing Example Primal Brain Writing Visuals
106. #ATD24 @tmiket Subaru makes safe cars
107. #ATD24 @tmiket #ATD24 @tmiket
108. #ATD24 @tmiket REMEMBER: OUR LOGICAL MIND IS NOT IN CONTROL OF OUR ACTIONS #ATD24 @tmiket
109. #ATD24 @tmiket Marketers tell an emotional story…
110. #ATD24 @tmiket VIDEO
111. #ATD24 @tmiket Which is more impactful? A B Attention getting? Efficient? Memorable? Emotional? etc
112. Learning Campaigns
113. stealfrommarketing.com #ATD24 What comes to mind when you think of learner journeys?
114. stealfrommarketing.com #ATD24 128 Event vs. Journey
115. stealfrommarketing.com #ATD24 Learner Journeys Learner Journey or Learner Experience View Curriculum View Topic View 1 2 3 4 5 6 2 A B C D 5 A B C D
116. stealfrommarketing.com #ATD24 Learner Journeys
117. stealfrommarketing.com #ATD24 1 LEARN SOMETHING FOR THE FIRST TIME 2 LEARN MORE OF SOMETHING 3 APPLY & REFINE WHAT YOU HAVE LEARNED 4 ADJUST TO CHANGE 5 REACT TO FAILURE Example: System Rollout Training Traditional: • WBT Systems Overview • Job Aids • Knowledge Check 5 Moments of Need
118. stealfrommarketing.com #ATD24 1 LEARN SOMETHING FOR THE FIRST TIME 2 LEARN MORE OF SOMETHING 3 APPLY & REFINE WHAT YOU HAVE LEARNED 4 ADJUST TO CHANGE 5 REACT TO FAILURE 5 Moments of Need 2-3 weeks before system rollout WHEN WHAT Micro-video or WBT Overview System 1 week before system rollout Interactive job aid System rollout Wiki page, help desk Asked to complete a new task Tool tips Error message in system Help desk and Wiki page
119. stealfrommarketing.com #ATD24 Learner Journey Template
120. stealfrommarketing.com #ATD24 Marketing Funnel
121. stealfrommarketing.com #ATD24 Kick-off Session Email 1 Email 2 Opened No Email 1 Email 3 Yes Closing Session Email 3 Opened No Email 2 Yes Chatbot Chatbot Journey Example
122. Things To Steal from Marketing 5 stealfrommarketing.com Primal Brain 01 Captivating Words 03 Engaging Graphics 04 Learner Personas 02 Learning Campaigns 05
123. stealfrommarketing.com #ATD24 Finish That Sentence I learned… I’m beginning to think that… I wonder if… I rediscovered… I was surprised that… I’m going to try…
124. Our Favorite Marketing Sites stealfrommarketing.com #ATD24