Why marketer tricks are needed to make your L&D successful
When you see a good ad, you never wonder why people can’t look away from their phones, but would they do something to avoid your training session? That’s because marketers have found what L&D is still missing. Think about that. When was the last time you saw someone excited about a mandatory workout? Think now when you see someone sharing an interesting ad or when you talk about the brand they love. The difference is huge, but it doesn’t have to be…
Marketers know that attention isn’t just what you get because you want it. You need to win it. They wouldn’t dream of launching a campaign with boring bullet points, and they didn’t expect people to bother them. But that’s exactly what happens every day in the training room.
Why your training feels like a punishment (and I don’t do marketing)
Marketing and L&D are basically trying to do the same job. Both want to change how people think and act. Marketers want them to buy something or change their minds about something. L&D hopes to learn new skills and use them in the workplace. Same goals, different outcomes.
But marketers have won this game. They pay attention to people, remember things and take action. Meanwhile, L&D is fighting people who don’t finish their courses, forget everything they’ve learned, or use them in the real world.
Good news? We can steal their playbook.
Think about how marketers approach content development.
Focus on the needs and issues of the audience. Create emotional connections through storytelling. Packaging information in an attractive, digestible format. Measure engagement based on data and iterate.
These same ideas can change the way we train completely.
L&D’s Secret Source: What Marketers Know What You Don’t Do
Marketers start with a simple question: “What does this person care about?” They don’t start with what they want to sell. They start with what the customers want to buy. L&D often does the opposite. They start with what the company wants people to know, not what people actually need or want to learn. That’s the opposite idea.
Great marketing also tells the story. Not a boring case study, but a real story that will make you feel something. They know that people remember stories much better than facts. When someone tells you about their weekend, do they give you bullet points? No, they tell us what happened, how it felt, and why it matters.
And here is the biggest difference. Marketers test everything. They try different headlines, different colors, different messages. They see what works and do it more. They see what goes wrong and stop it. Simple.
Turn your learning into a journey that people want to take
Marketers map all the steps someone takes from the first time they hear something and then actually buy it. They know exactly what happens at each stage and what people need to hear. L&D can do the same thing in learning. Instead of throwing everything at people at once, you can lead a reasonable journey.
Start with what attracts attention. Try “I’m going to learn about customer service today.” “Have you ever wanted to quit your job?” It’s a hook that people can relate to. Then help them think about their experiences. Ask them to remember when they handled difficult situations well. What did they do? Why did it work? This involves them, as it’s about them, not about the theory.
Once they think and engage, it’s when you bring in concepts and frameworks. But you tie them together with what they discover about themselves. I’ll be relevant and personally.
Finally, give it something specific to try. Rather than “use these skills in your work,” it is, “the next time someone complains, try asking this question first.” Make it concrete and feasible.
Netflix Strategy: Give them what they want when they want
Content marketers know that you can’t sell expensive products to someone in one blog post. They slowly warm people with different kinds of content.
First, they produce recognition with something easy to digest. Short videos, simple infographics, simple tips. There’s nothing too heavy. Then, for those who want more, they provide deeper content. Long articles, detailed guides, webinars. More meat for those interested. Finally, for those who are truly engaged, they provide something complicated. Deep dive, consultation and custom solutions.
Learning works the same way. You can’t expect someone to master complex skills in one session. Let’s start with the basics of easy-to-consum formats. Videos are perfect for this. Therefore, do some simple exercises and quick leads.
It offers a deeper experience for those who get it and want it more. Case studies where they can work. A problem they can solve. You may practice with feedback.
Give them something challenging for top performers who want to go further. A complex scenario, a project work, a chance to teach others, or create your own solution.
Make them the heroes of their own stories
Every great brand has a story. It’s not just “We make good products!” But the real story of change and growth. Customers are always the heroes of the story. Learning should work the same way. Human learning is the hero of your own development story. They start in one place, face challenges, get help along the way, and get better somewhere.
This is not about training in entertainment. It’s about making it human. People connect with stories. Because that’s how we understand the world. People get involved differently when framed learning as a growth journey rather than a list of things to remember.
Your Action Plan: From Boring to Brilliant
So, how do you actually do this? Start by looking at your current training like a marketer. If this is an advertising campaign, would someone take note? Are they concerned enough to act? Make sure the content looks good and consistent. Do you clearly explain what’s in place for the learners? Does it start with something important to them? Are they easily accessible over the phone?
Think about learners like marketers. What are their real challenges? What do they care about? What makes their day better? Build your content about those things, not just what you think you should know.
Makes the experience smooth and simple. Marketers are obsessed with the user experience because they know that friction kills engagement. If people have to jump over the hoops to access your content, they don’t.
Measure important things and pay attention to the data. It’s not just “Did they complete it?” But “Did they actually use it?” they track what works and double it. Stop doing things that don’t work.
The future belongs to learning that doesn’t feel like learning
Marketing and L&D are getting closer every day. Tools used by marketers (personalization, interactive content, social sharing) are also standard in L&D.
The L&D team that nails this is a huge advantage. They create learning that people actually want to do, not just what they have to overcome.
The best marketing doesn’t feel like marketing. I find it useful, relevant and valuable. The best learning should feel the same. I don’t like what you have to endure, but like something that helps you get better with what you’re doing. That’s the real opportunity here. Learn to learn to choose to engage as you not only train better, but also see how it helps people grow. When that happens, everyone wins.
Intellek
Expand your corporate training with Intellek, a proven solution provider with over 30 years of experience. Streamlined with cloud-based LMS, course authoring tools, DAPs and a wide range of e-learning libraries. Help your team with innovative technology and training.
