Why do you need marketer tricks for successful L&D
Ever wondered why people can’t see their phone away from their phone when they see a good ad, but they will do anything to avoid your training session? The reason for this is that the marketers have come to know something that the L&D is still missing. Think about it. When did you last see someone being excited about the essential training? Now think about the last time when you saw someone shared a funny ad or talked about a brand they like. The difference is huge, but it doesn’t need …
Marketers know that attention is not something you get because you ask for it. You have to earn it. They do not dream of campaigning with boring bullet points and expect people to take care of. Yet this is what happens in the training rooms every day.
Why your training feels like punishment (and does not marketing)
Marketing and L&D are basically trying to do the same thing. Both people want to change how people think and practice it. Marketers want you to buy things or change your idea about something, and L&D wants you to learn new skills and use them at work. The same purpose, different results.
But marketers are winning the game. They force people to pay attention, remember things and take action. Meanwhile, L&D is struggling with people who do not finish courses, forget everything, or never use it in the real world.
Good news? We can steal their playbook.
Consider how the marketers develop materials:
- Focus on the needs of the audience and the pain points.
- Make emotional contacts by telling story.
- Package information in digestive, engaging formats.
- Measure engagement and repetity based on data.
These can change the same ideas as to how we fully train.
Secret sauce for L&D: Do Marketers know that you don’t
Marketers start with an easy question: “What do this person care about?” They do not start with what they want to sell. They start with what the user wants to buy. L&D often does the opposite. They start with what the company wants to know people, not what people actually need or learn. This is a back thinking.
Good marketing also tells stories. Boring case is not studies, but real stories that make you feel something. They know that people remember better stories than facts. When someone tells you your weekend, do they give you bullet points? No, they tell you what happened, how it felt, and why it matters.
And here’s the biggest difference: marketers test everything. They try different headlines, different colors, different messages. They see what works and works more than it. They see what doesn’t work and stops doing it. Ease
Convert learning into a journey that people want to lose
Marketers take a map of each step that takes someone to buy something about something. They know exactly what happens at every stage and what people need to hear. The same thing can be done with learning L&D. Instead of throwing everything on people together, we can guide them on a journey that makes sense.
Start with something that gets attention. No “We’re going to know about customer service today.” Try “Do you ever have a customer who left your job?” This is a hook that people can be related to. After that, help them think about their own experience. Ask them to remember a time when they handled a difficult situation well. What did they do? Why did it work? This makes them engage because it is about them, not about theory.
Once they are thinking and engaging, only when you bring ideas and framework. But you associate them with what they just inquired about themselves. Make it relevant and personal.
Finally, give them some specific to try. “Don’t use these skills in your work”, but “next time someone complains, try to ask a question first.” Make it solid and viable.
Netflix strategies: Give them what they want when they want
Content marketers know that they can’t sell expensive products with a blog post. They warmly warm people with a variety of materials.
- First of all, they raise awareness of the easy -to -digest things. Short videos, simple infographics, instant points. Not much heavy.
- Then, for those who want more, they offer deep content. Long articles, detailed leaders, websners. More meat for people who are interested.
- Finally, for those who are really busy, they provide complex things. Deep divers, consulting, and custom solutions.
Learning works like this. You cannot expect someone to specialize in a complex skill in a single session. Start with the basics in a form that is easy to use. Videos do a great job for this. Therefore, read easy exercises or quick.
For those who get it and want more, they offer deep experiences. Case studies through which they can work. The problems they can solve. The possibility of exercising with feedback.
Give things challenging your top actors who want to go more. Complex landscapes, project work, possibilities of teaching others, or the possibility of creating their own solutions.
Make them the hero of your story
Every great brand has a story. Only “we make good products!” But a real story about change and growth. The customer is always the hero of this story. Learning should work like this. The learned person is the hero of his own development story. They start from one place, face challenges, get help along the way, and end better.
It’s not about training in entertainment. This is about making it a human being. People are connected with stories because in the same way we make the world feel. When you frame learning as a journey of development rather than a list of things you remember, people engage in different ways.
Your Action Plan: From boring to fantastic
So, how do you really do it? Start looking at your current training like a marketer. If this was an advertising campaign, would anyone pay attention? Will they care enough to act? Check if your content looks good and feels permanent. Does it clearly explains what is in it to learn? Does it start with something that matters to them? Can they easily access it on their phone?
Think about your learners as marketers think of users. What are their real challenges? What do they care about? What will make their day better? Make your content around them, not just around you think they should know.
Make the experience smooth and easy. Marketers are obsessed with the user’s experience because they know that the friction engagement is killed. If people have to jump into the hips to access your content, they will not do so.
Measure what matter and focus on data. Just “did they complete it?” But “Did they really use it?” Track it and double it. Stop doing what they do not work.
The future is from learning that does not feel like learning
Marketing and L&D are approaching together every day. Tools use marketers.
The nail that the L&D teams will have. They will create learning that people actually want to do, not just things they have to go through.
The best marketing does not feel like marketing. It feels helpful, relevant and valuable. The best learning should feel the same. No matter what you have to bear, but like something that helps you get better in work. This is the real opportunity here. Not only better training, but also learning that people choose to engage with it because they see how it helps them develop. When that happens, everyone wins.
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