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5 Things Every L&D Pro Should Steal From Market...

5 Things Every L&D Pro Should Steal From Marketing

L&D professionals and organizations face a critical challenge: disengaged learners and ineffective training programs. Traditional methods often result in low engagement, poor knowledge retention, and inadequate application. With a fast-paced world demanding constant up-skilling and reskilling, old-fashioned training can't keep up. Research indicates that only a quarter of executives find their training effective, with a mere third of the global training expenditure leading to business improvement. This session proposes a revolutionary solution: adopting a marketing approach to modernize and enhance training, ensuring it's engaging and effective for today's learners.

In this dynamic session, we'll explore how L&D professionals can tackle the challenge of disengaged learners and ineffective training programs by adopting marketing techniques. We'll delve into the science of the primal brain and its role in capturing attention and driving engagement. Attendees will learn how to create learner personas and design learner-centered solutions that cater to individual needs and preferences.

By the end of this session, L&D professionals will be equipped with a toolkit of marketing strategies and techniques to revolutionize their training programs, drive learner engagement, and achieve better business outcomes.

In the session, you will learn:

* How to harness the power of the primal brain, as used by marketers, for more engaging learning experiences.
* How to create learner personas to design learner-centered solutions
* How to design engaging learner journeys
* Techniques for building attention-grabbing awareness and promotional assets to engage your learners through great copy and exciting visuals

Train Like A Marketer

November 01, 2024
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  1. trainlikeamarketer.com #DevLearn 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
  2. trainlikeamarketer.com #DevLearn Intuitive Brain 01 Learner Personas 02 Writing That

    Clicks 03 Grabbing Attention 04 Things To Steal from Marketing 5 Learning Campaigns 05
  3. PURPLE BROWN BLACK PINK BLUE ORANGE RED GREEN RED GREEN

    PURPLE BLUE Slower? More effort? Stroop Test
  4. PERSONAL The intuitive brain craves personal relevance and ignores generic

    info. Attention Triggers CONTRASTABLE Contrasts grab attention. Our brains focus on differences, seeing them as important. TANGIBLE The intuitive brain craves concrete things it can see, touch, and feel – not abstract things. MEMORABLE Unusual, emotion-sparking info is easier to remember. VISUAL Our intuitive brain is wired to prioritize and make sense of visual input. EMOTIONAL Emotions are the intuitive brain's signal that something matters, driving attention and action. 6 ways to engage intuitive thinking https://www.salesbrain.com/neuromap-overview/6-stimuli/
  5. trainlikeamarketer.com #DevLearn SUBCONSCIOUS MIND Supercomputer loaded with a database of

    programmed behaviors https://www.brucelipton.com/resource/interview/romp-through-the-quantum-field
  6. trainlikeamarketer.com #DevLearn 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
  7. trainlikeamarketer.com #DevLearn 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”
  8. trainlikeamarketer.com #DevLearn Learner Personas • Representation of your typical learner

    • Fictitious character • Supports human-centered design • 3-5 personas are ideal
  9. trainlikeamarketer.com #DevLearn 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
  10. trainlikeamarketer.com #DevLearn 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
  11. trainlikeamarketer.com #DevLearn 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
  12. trainlikeamarketer.com #DevLearn 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?
  13. What You Can Do About It Start with great titles

    1 Use the SURE principles 2 3
  14. Readability is a good proxy for learnability Look for ways

    to reduce the amount & complexity of your text
  15. U Useful Ditch generic content and write for learners' problems.

    (Just like marketers target customer needs)
  16. R Resonate Emotionally Emotional learning content creates a lasting impact

    by connecting with hearts and minds, not just facts.
  17. E Easy to Skim Busy learners skim, so create skimmable

    content with clear headings, short chunks, and visuals to boost learning.
  18. Blocks of Text Data inside typical text blocks isn’t as

    impactful as it could be. https://killervisualstrategies.com/wp-content/uploads/2017/02/Visual-Communication-Storytelling-Redesigned-ebook-FINAL.pdf
  19. What You Can Do About It Start with great titles

    1 Use the SURE principles 2 Close with a call to action (CTA) 3
  20. Call to Action (CTA) Clear direction on what to do

    and how it benefits them Transforms passive consumption into active participation
  21. trainlikeamarketer.com #DevLearn 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
  22. trainlikeamarketer.com #DevLearn What Our Brains Pay Attention To Relevance We

    crave personal relevance and ignore generic info Novelty Our brains focus on differences, seeing them as important Emotion Signal that something matters
  23. trainlikeamarketer.com #DevLearn Our unconscious mind can form likes or dislikes

    before the conscious mind even knows what is being responded to.
  24. trainlikeamarketer.com #DevLearn 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
  25. trainlikeamarketer.com #DevLearn Our automatic, subconscious reaction to a design influences

    how we perceive its relevance, credibility, and even usability.
  26. trainlikeamarketer.com #DevLearn 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
  27. trainlikeamarketer.com #DevLearn 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
  28. trainlikeamarketer.com #DevLearn 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
  29. trainlikeamarketer.com #DevLearn Intuitive Brain 01 Learner Personas 02 Writing That

    Clicks 03 Grabbing Attention 04 Things To Steal from Marketing 5 Learning Campaigns 05
  30. trainlikeamarketer.com #DevLearn 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…