Tips of marketing specialists for the success of L&D: more boring learning

Why do you need the tips of a marketing specialist to succeed L & D

Have you ever wondered why people cannot divert their phones when they see a good announcement, but they will do something to avoid your training session? This is because marketing specialists understood something that is still lacking. Think about it. When did you see someone for the last time being enthusiastic about compulsory training? Now think of the last time you saw someone share a funny ad or talk about a brand he loves. The difference is huge, but it should not be …

Marketing specialists know that attention is not something you get simply because you ask. You have to win it. They would not dream of launching a campaign with boring fleas and expect people to care. However, this is exactly what is happening in training rooms every day.

Why your training looks like punishment (and marketing does not)

Marketing and L&D mainly try to do the same job. Both want to change the way people think and act. Marketing specialists want you to buy things or change your mind on something, and L&D wants you to acquire new skills and use them at work. Same objective, different result.

But Marketing specialists win This game. They lead people to be careful, to remember things and to act. Meanwhile, L&D is struggling with people who do not end the lessons, forget everything they have learned, or never use it in the real world.

The good news? We can Steal their gaming book.

Consider how marketing specialists tackle content development:

1. Focus on public needs and pain points.
2. Create emotional connections through narration.
3. Information on the package in digestible and engaging formats.
4. Measure the engagement and iterate according to the data.

These same ideas can change the way we do the training completely.

Secret sauce for L&D: what marketing specialists know that you

Marketing specialists start with a simple question: “What does this person care?” They don't start with what they want to sell. They start with what the customer wants to buy. L&D often does the opposite. They start with what the company wants people to know, not what people really need or want to learn. It is thought back.

A good marketing also tells stories. Not boring case studies, but real stories that make you feel something. They know that People remember stories much better than the facts. When someone tells you about their weekend, does it give you chips? No, they tell you what happened, what it felt and why it counted.

And here is the biggest difference: marketing specialists test everything. They try different titles, different colors, different messages. They see what works and in fact more. They see what does not work and stop doing it. Simple.

Transform learning into a trip people want to take

Marketing specialists map each step that someone does the first to hear something to buy it. They know exactly what's going on at every stage and what people need to hear. L&D can do the same with learning. Instead of throwing everything on people at the same time, we can guide them through a trip that makes sense.

Start with something that draws attention. Not “today, we will learn more about customer service”. Try “Have you ever had a customer who makes you want to leave your job?” It is a hook that people can identify with. Then help them think about their own experience. Ask them to remember a time when they have managed a difficult situation. What did they do? Why did it work? This leads them to engage because it is them, no theory.

Once they have thought and committed, this is when you bring concepts and executives. But you connect them to what they have just discovered for themselves. Make it relevant and personal.

Finally, give them something specific to try. Not “use these skills in your work”, but “the next time someone complains, try to ask this question first.” Make concrete and achieveable.

Netflix strategy: give them what they want, when they want

Content marketing specialists know that they cannot sell to someone an expensive product with a single blog article. They slowly heat people with different types of content.

1. First of all, they create a consciousness with things that are easy to digest. Short videos, simple infographic, fast advice. Nothing too heavy.
2. Then, for people who want more, they offer deeper content. Longer items, detailed guides, webinaries. More meat for people who are interested.
3. Finally, for people who are really committed, they provide complex things. Deep dives, personalized consultations and solutions.

Learning works the same way. You cannot expect someone to master a complex competence in a single session. Start with the basics in a Easy to consume format. The videos work very well for that. So do simple exercises or quick readings.

For people who get it and want more, offer deeper experiences. Case studies they can work. Problems they can solve. Chances of training with comments.

For your best performers who want to go further, give them difficult things. Complex scenarios, project work, chances of teaching others or creating their own solutions.

Make them the hero of their own story

Each big brand has a story. Not just “we make good products!” But a real story about change and growth. The customer is always the hero of this story. Learning should work in the same way. The learning person is the hero of his own development story. They start in one place, face challenges, get help along the way and find themselves better.

It is not a question of doing a training in entertainment. It is a question of making it human. People connect with stories because that's how we give meaning to the world. When you supervise learning as a growth course rather than a list of things to remember, people get involved differently.

Your action plan: from boredom to

So how do you do this? Start by looking at your current training as a marketing specialist would do. If it was an advertising campaign, would anyone be careful? Would they care enough to act? Check if your content seems good and feel consistent. Does this clearly explain what is the learner? Does it start with something that matters to them? Can they easily access it on their phone?

Think of your learners as marketing specialists think of customers. What are their real challenges? What are they concerned with? What would improve their day? Build your content around these things, not just about what you think they should know.

Make the experience fluid and easy. Marketing specialists are obsessed with user experience because they know that friction kills engagement. If people have to jump through hoops to access your content, they will not.

Measure what matters and pay attention to data. Not just “finished it?” But “did they really use it?” Follow what works and go on it. Stop doing what doesn't work.

The future belongs to learning that does not want to learn

Marketing and L&D get closer every day. The tools that marketing specialists use – personalization, interactive content, social sharing – also become standard in L&D.

The L&D teams that nail this will have a huge advantage. They will create the learning that people really want to do, not just things they have to pass.

The best marketing is not like marketing. It seems useful, relevant and precious. The best learning should feel the same. Not as something you need to endure, but as something that helps you get better in what you do. This is the real opportunity here. Not just a better training, but by learning that people choose to commit because they see how it helps them to grow. When this happens, everyone wins.