5 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!

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

Transcript

1. A Few Things L&D Should Steal From Marketing #RGA What would you like to steal from marketing? Join at slido.com code: #RGA Welcome! Before we begin, please answer this question.
2. What do you wish you could steal from marketing? ⓘ Start presenting to display the poll results on this slide.
3. #RGA @tmiket A FEW THINGS L&D SHOULD STEAL FROM MARKETING mike-taylor.org
4. #RGA @tmiket mike-taylor.org
5. WHY MARKETING?
6. L&D and Marketing share a common goal #RGA @tmiket
7. #RGA @tmiket How to get people's attention and help them think and act in new ways. @tmiket
8. #RGA @tmiket DIFFERENT APPROACHES
9. #RGA @tmiket How L&D sells hamburgers
10. #RGA @tmiket 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
11. #RGA @tmiket How marketers sell hamburgers
12. #RGA @tmiket
13. #RGA @tmiket What is the difference? Why do they do it differently?
14. #RGA @tmiket There’s a reason you don’t see bullet points in advertising!
15. #RGA @tmiket Things Worth Stealing from Marketing
16. #RGA @tmiket Marketers speak to the Primal Brain 1
17. #RGA @tmiket Marketers speak to the primal Brain 1 2 Types of Thinking
18. #RGA @tmiket CONSCIOUS ______________________________ LOGICAL
19. #RGA @tmiket CONSCIOUS ______________________________ LOGICAL SUBCONSCIOUS _______________________________________ EMOTIONAL
20. #RGA @tmiket System 1 & System 2 Thinking
21. #RGA @tmiket POLL
22. #RGA @tmiket How much human behavior is driven by our LOGICAL THINKING? Join at slido.com code: #RGA
23. How much human behavior is driven by our LOGICAL MIND? ⓘ Start presenting to display the poll results on this slide.
24. @tmiket @tmiket CONSCIOUSLY https://brandtrust.com/blog/system-1-thinking/ of human cognition is experienced 5%
25. #RGA @tmiket >95% of brain activity is SUBCONSCIOUS
26. #RGA @tmiket We don't think as much as we think we think!
27. #RGA @tmiket CONSCIOUS ______________________________ LOGICAL SUBCONSCIOUS _______________________________________ EMOTIONAL
28. #RGA @tmiket CONSCIOUS ______________________________ LOGICAL SUBCONSCIOUS _______________________________________ EMOTIONAL Older Dominant Always On Automatic Newer Weaker Tires Easily Effortful
29. #RGA @tmiket CONSCIOUS ______________________________ LOGICAL SUBCONSCIOUS _______________________________________ EMOTIONAL 11,000,000 bits/second 40 bits/second
30. #RGA @tmiket WOW!
31. #RGA @tmiket SUBCONSCIOUS MIND #RGA @tmiket
32. #RGA @tmiket SUBCONSCIOUS MIND Supercomputer loaded with a database of programmed behaviors #RGA @tmiket https://www.brucelipton.com/resource/interview/romp-through-the-quantum-field
33. #RGA @tmiket most are acquired by time we are 6 YEARS OLD #RGA @tmiket
34. #RGA @tmiket WHOA! #RGA @tmiket
35. #RGA @tmiket How would you design differently for a 6-year-old?
36. #RGA @tmiket Which of those things do you NOT like?
37. #RGA @tmiket Living in this world…
38. #RGA @tmiket …with this brain
39. #RGA @tmiket “Almost everything we do is automatic, yet we're not aware of that.” Jonathan Haidt
40. #RGA @tmiket “Instead of being conscious actors, we are driven by our unconscious mind.” Leonard Mlodinow Subliminal: How Your Unconscious Mind Rules Your Behavior
41. #RGA @tmiket Marketers leverage the way our brains operate
42. #RGA @tmiket Marketers know the importance of first impressions 2
43. #RGA @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
44. #RGA @tmiket What is often the first thing we see?
45. #RGA @tmiket Titles & Headlines
46. #RGA @tmiket “On the average, five times as many people read the headline as read the body copy. When you have written your headline, you have spent eighty cents out of your dollar.” –David Ogilvy #RGA @tmiket
47. #RGA @tmiket 1 2 Headline Helpers https://coschedule.com/headline-analyzer https://headlines.sharethrough.com/ #RGA @tmiket
48. #RGA @tmiket #RGA @tmiket
49. #RGA @tmiket Put people in the story
50. #RGA @tmiket #RGA @tmiket
51. #RGA @tmiket LOOKS MATTER!
52. #RGA @tmiket Our automatic, subconscious reaction to a design influences how we perceive its relevance, credibility, and even usability.
53. #RGA @tmiket First impressions… % DESIGN RELATED
54. #RGA @tmiket Our unconscious mind can form likes or dislikes before the conscious mind even knows what is being responded to.
55. #RGA @tmiket MILLISECONDS #RGA @tmiket
56. #RGA @tmiket < MILLISECONDS #RGA @tmiket
57. #RGA @tmiket There is no such thing as no design. Adam Judge
58. #RGA @tmiket The alternative to good design is always bad design. Adam Judge
59. #RGA @tmiket GOOD DESIGN IS A SMART INVESTMENT
60. #RGA @tmiket Marketers tell stories 3
61. #RGA @tmiket Subaru makes safe cars
62. #RGA @tmiket #RGA @tmiket
63. #RGA @tmiket REMEMBER: OUR LOGICAL MIND IS NOT IN CONTROL OF OUR ACTIONS #RGA @tmiket
64. #RGA @tmiket Marketers tell a story…
65. #RGA @tmiket VIDEO
66. #RGA @tmiket
67. #RGA @tmiket Which is more impactful? A B Attention getting? Efficient? Memorable? Emotional?
68. #RGA @tmiket PERSONALITY Have some. Its free! #RGA @tmiket
70. #RGA @tmiket
71. DOLLAR SHAVE CLUB
72. #RGA @tmiket We Survived Because of Storytelling
73. #RGA @tmiket A story makes us more likely to embrace new ideas & messages
74. #RGA @tmiket STORYTELLING Our brains are wired for it
75. #RGA @tmiket Marketers understand nobody pays attention 4
76. #RGA @tmiket
77. #RGA @tmiket
78. #RGA @tmiket
79. #RGA @tmiket Catch all those changes? Question
80. #RGA @tmiket
81. #RGA @tmiket
82. #RGA @tmiket 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 #RGA @tmiket
83. #RGA @tmiket Important visual information can get overlooked. That’s a gorilla!
84. WITHOUT INITIAL ATTENTION NOTHING ELSE MATTERS #RGA @tmiket
85. #RGA @tmiket What does the primal brain notice?
86. #RGA @tmiket Can I eat it? Can I have sex with it? Will it kill me?
87. #RGA @tmiket Benefits? Enjoyable? Consequences?
88. People Focused @tmiket informed by knowledge of the audience and presented in a way that connects with them
89. #RGA @tmiket NEWS FLASH!!!!
90. #RGA @tmiket #RGA @tmiket Nobody wants to read your sh*t!
91. Nobody wants to read your sh*t! Don’t take it personally… nobody wants to read anything. #RGA @tmiket
92. #RGA @tmiket #RGA @tmiket
93. 1. Streamline your message Focus it and pare it down to its simplest, clearest, easiest-to-understand form. #RGA @tmiket
94. #RGA @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. #RGA @tmiket
95. #RGA @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. #RGA @tmiket
96. #RGA @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! #RGA @tmiket
97. #RGA @tmiket STREAMLINED VISUAL EMOTIONAL #RGA @tmiket
98. Marketers take a campaign approach #RGA @tmiket 5
99. #RGA @tmiket
100. #RGA @tmiket
101. Increasingly in L&D Tools #RGA @tmiket Marketing has had them for ages!
102. Email Marketing Too #RGA @tmiket
104. CAMPAIGN #RGA @tmiket
105. CAMPAIGN #RGA @tmiket
106. CAMPAIGN #RGA @tmiket Stand alone or Enhance Existing
107. #RGA @tmiket BONUS: Actionable Data! CAMPAIGN Stand alone or Enhance Existing
108. 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 #RGA @tmiket
109. 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 #RGA @tmiket
110. 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 #RGA @tmiket
111. #RGA @tmiket Imagine writing a set of emails just once that is sent to different people at different times when they need it most.
112. #RGA @tmiket
113. #RGA @tmiket Finish that sentence… I learned… I’m beginning to think… I wonder if… I rediscovered… I was surprised that…
114. Things To Steal from Marketing
115. #RGA @tmiket The human mind does not run on logic any more than a horse runs on petrol. Rory Sutherland Vice Chairman at Ogilvy UK @rorysutherland
116. #RGA @tmiket Speak to the Primal Brain
117. #RGA @tmiket The first second with your content might matter more than all the seconds that follow. (if there are any)
118. #RGA @tmiket Make a great 1st impression
119. #RGA @tmiket Storytelling is the most powerful way to put ideas into the world today. Robert McKee
120. #RGA @tmiket We are wired for stories
121. #RGA @tmiket Anything that doesn’t capture our attention, does not exist.
122. #RGA @tmiket Grab & hold their attention! (never assume you have it)
123. #RGA @tmiket If you want to get your point across, especially to a broader audience, you need to repeat yourself so often, you get sick of hearing yourself say it. And only then will people begin to internalize what you're saying. David Gergen
124. #RGA @tmiket Adopt a campaign mindset
125. Subscribe to my newsletter for book upates mike-taylor.org
126. #RGA @tmiket Get my contact info, slides and links here: https://gettalk.at/rga
128. What has changed in your professional practice in the past 1-2 years?
129. @tmiket Formal training is not enough, the learning that matters happens as part of the work Charles Jennings
130. “Continuous learning is the minimum requirement for success in any field.” ̶ Dennis Waitley
131. @tmiket Shelf life of knowledge
132. @tmiket THE FASTER THE PACE OF KNOWLEDGE CHANGE, THE MORE VALUABLE THE SKILL OF LEARNING BECOMES
133. @tmiket “An organizations' ability to learn, and translate that learning into action rapidly, is the ultimate competitive advantage.” Jack Welch
134. Requires a New Perspective
135. @tmiket DOING more things TO people
136. @tmiket DOING more things TO people ENABLE people to DO MORE for themselves Training vs Continuous Learning
137. @tmiket “To really take advantage of the way the modern world is changing, we should shift our vision of the role of L&D from being the providers of course-led training to the supporters of learning, in whatever way suits the business and the individual best.” Donald H. Taylor @donaldhtaylor
138. @tmiket “from course-led training to the supporters of learning” Donald H. Taylor @donaldhtaylor
139. https://modernworkplacelearning.com/magazine/what-does-this-years-learning-in-the-workplace-survey-say-about-the-state-and-maybe-the-fate-of-ld/ 1 Daily work experiences (ie doing the day job) 93% 2 Knowledge sharing within your team 90% 3 Web search (eg Google) 79% 4 Web resources (eg videos, podcasts, articles) 76% 5 Manager feedback and guidance 74% 6 Professional networks and communities 72% 7 Coach or mentor feedback and guidance 65% 8 Internal resources (eg documents, guides, etc) 60% 9 Blogs and news feeds 56% 10 E-Learning (eg online courses for self-study) 41% 11 Conferences and other professional events 35% 12 Classroom training 31% Jane Hart’s Learning in the Workplace Survey Jane Hart @c4lpt “non-designed” common L&D focus % VI+Ess
140. formal informal removed from work point of need WORKFLOW EXPERIENCE High Performance Ecosystem by Arun Pradhan RESOURCES PEOPLE ENVIRONMENT course s resource s job aids concept focus project focus removed from work point of need communitie s of practice project team coac h influencers talent mgt culture systems & processes digital infrastructure KNOW HOW KNOW WHO
141. @tmiket LEARNING Agility Efficiency &
142. @tmiket Learning is the work!
143. @tmiket Today, competitive advantage is not based on stocks of knowledge, but having access to flows of knowledge to enable up-to-date information that enables adaptability. https://www2.deloitte.com/insights/us/en/topics/innovation/institutional-innovation.html
144. @tmiket KNOWLEDGE STOCKS VS INFORMATION FLOWS https://www2.deloitte.com/insights/us/en/topics/innovation/institutional-innovation.html
145. @tmiket Creation Knowledge Stocks How long does this take? How do these get refreshed? As the pace of change accelerates, the value of any stock of knowledge depreciates faster and faster.
146. @tmiket Creation CONSUMPTIO N Publish Push vs Pull
147. @tmiket Creation CONSUMPTIO N Publish Push vs Pull
148. @tmiket “No matter how many smart people there are within your firm, remember that there are far more smart people outside your firm.” Bill Joy
149. @tmiket CONVERSATIO N CREATION CONSUMPTIO N Publish + external knowledge + co-creation + Curation
150. CONVERSATIO N CREATION CONSUMPTIO N Publish + external info +co-creation + Curation Information Flow we have to continually refresh our stocks of knowledge by participating in relevant flows of new knowledge.
151. @tmiket
152. Name one thing you’re doing to help build high performance in your organization.
153. @tmiket keep up to date with your industry and profession Ecosystem for Continuous Learning (JD Dillon) grow your professional network learn something new every day share what you learn https://www.td.org/insights/to-keep-pace-l-d-must-adopt-an-ecosystem-mindset
154. @tmiket 4 Guiding Questions Do you work to provide access to performance support resources & tools in the workplace? Are your people encouraged to learn from their day-to-day experiences and share that learning? Is mentoring and informal/peer coaching an important part of your culture? Are your managers rewarded/recognized for developing their people through their work? Credit: Charles Jennings
155. I learned… I’m beginning to think that… I wonder if… I rediscovered… I was surprised that… Finish That Sentence
156. Repurposing Content for Campaigns #RGA @tmiket Section 6
157. “You don’t have to create content day in and day out. You just have to work on getting the content you already have in the hands of more people” Derek Halpern #RGA @tmiket
158. Why Repurpose Content? #RGA @tmiket Improve Visibility Reinforce Message New Audiences
159. #RGA @tmiket Original Ebook • 1 eBook • 1 infographic • 2 whitepapers • 1 video • 1 guest blog post • 15 blog posts on the Marketeer • 1 SlideShare presentation • 3 unique landing pages • 3 outbound email campaigns • 4 original photos • 90+ socials posts 122+ items
160. #RGA @tmiket 113 Types of Marketing Content https://coschedule.com/content-marketing/types-of-content
161. #RGA @tmiket Repurposing a blog post into an infographic a report into a presentation slide deck a presentation slide deck into a print brochure a blog post into an ebook an infographic into a social media image a social media image into a header for an email newsletter a ______________________ into a ______________________
162. #RGA @tmiket Marketing Makeover
163. #RGA @tmiket Infographics Infographics deliver research in an easy- to-understand, visual layout. *most-shared type of content https://coschedule.com/blog/social-media-content
164. #RGA @tmiket What could you repurpose as an audiogram? Audiograms Audiograms bridge the audio and visual gap by letting you share audio clips of your content set to an image and waveform. https://www.buzzsprout.com/blog/podcast-audiograms-tips
165. #RGA @tmiket 6.1 Consider how you might repurpose existing content. 6.2 Brainstorm promotional elements. Pick your top 3 ideas. 15 Minutes
166. Automated Email Campaigns #RGA @tmiket Section 7
167. #RGA @tmiket Email? Seriously?!
168. #RGA @tmiket More people use email than any social media platform
169. #RGA @tmiket Email has an ability many channels don’t: creating valuable, personal touches – at scale
170. #RGA @tmiket 99% check their email every single day
171. #RGA @tmiket Why Email? Quick & Easy to implement No additional technology / ecosystem Inexpensive Can start for FREE! Super cheap Automated Can create a schedule that runs itself #RGA @tmiket
172. #RGA @tmiket Why Email? Mobile Friendly No additional technology / ecosystem Analytics Who did / didn’t open / click Adaptive Can be triggered by a variety of events, dates, and learner actions. #RGA @tmiket
173. #RGA @tmiket ←Think this ↓ Not this
174. Be Concise & Focus Your Message Most people spend less than 15 seconds reading marketing emails, so keep it short and sweet, prioritizing your content from top to bottom. Consider breaking multiple messages into a series of emails. Link out If you have a lot of information to convey, link to a page on your website (or someone else's website) where subscribers can learn more. Use a hierarchy to organize for quick reading Headings & bullets divide content into sections that are easy to understand. Make room Use plenty of white space to give your content some breathing room and make your design more approachable.
175. Email Marketing Tools Drip, Sendloop, Customer.io, BombBomb, Vision6, Quickmail, Vero, ConvertKit, Gumroad, and Knowtify. #RGA @tmiket
176. #RGA @tmiket
177. #RGA @tmiket Imagine writing a set of emails just once that is sent to different people at different times when they need it most.
178. #RGA @tmiket Drip Three Ways to Use Them These options put you in control of who gets what and when. Scheduled Adaptive
179. #RGA @tmiket Save time by scheduling emails to coordinate with a specific date and time. Scheduled How could you use this type?
180. #RGA @tmiket Source: https://blog.upscope.io/29-companies-show-you-their-best-onboarding- emails/ Communication Emails Can include confirmations, logistical info, pre-work or resources.
181. #RGA @tmiket Source: https://blog.upscope.io/29-companies-show-you-their-best-onboarding- emails/ Newsletter Emails
182. Design Layouts #RGA @tmiket
183. Templates #RGA @tmiket
184. MailerLite #RGA @tmiket
185. #RGA @tmiket Drag & Drop elements
186. #RGA @tmiket Click to edit template
187. #RGA @tmiket Give your subject line lots of love!
188. #RGA @tmiket 48% of emails are opened on a smart phone Don’t Forget Mobile!
189. #RGA @tmiket “Reaching the inbox isn't your goal - engaging people is.” Matt Blumberg
190. Best Practices
191. #RGA @tmiket 15 Minutes 7.1 Let’s get logged into MailerLite and get our hands on discovering how easy it is to create great looking emails. As we saw earlier, first impressions are super important. So, we’ll start by creating a welcome email.
192. #RGA @tmiket Also known as an automated email series a drip campaign sends prewritten messages to a selected group over a specific amount of time. Drip How could you use this type?
193. #RGA @tmiket Source: https://blog.upscope.io/29-companies-show-you-their-best-onboarding- emails/ Welcome/ Onboarding Campaigns You’ll never have more attention than your initial email. Investing a little time in a great welcome email is worth it to get your relationships off on the right foot.
194. #RGA @tmiket Source: https://blog.upscope.io/29-companies-show-you-their-best-onboarding- emails/ Email Courses When you produce great content and people actually anticipate seeing it in their inbox, you have a major win. Vero says that course emails have an open rate 80% higher than regular emails, and a 300% higher click-through rate to boot.
195. #RGA @tmiket Source: https://blog.upscope.io/29-companies-show-you-their-best-onboarding- emails/ Great for Spaced Learning & Reinforcement
196. #RGA @tmiket Example Drip Campaign
197. #RGA @tmiket How might you use this?
198. #RGA @tmiket Adjust to behavior so you can optimize emails for a customized experience. Adaptive How could you use this type?
199. #RGA @tmiket Dynamic Content Sending different emails using dynamic content Content changes based: • Learner’s job/role • Action taken
200. #RGA @tmiket 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
201. Adaptive Example #RGA @tmiket
202. #RGA @tmiket
203. #RGA @tmiket
204. #RGA @tmiket
205. #RGA @tmiket
206. #RGA @tmiket
207. #RGA @tmiket
209. #RGA @tmiket 20 Minutes 7.2-7.4 Let’s create additional emails, automation and a landing page.