Martin Baker, founder and CEO of the Charity Learning Consortium has shared his top marketing tips in his latest blog. He often refers to this in presentations as his Fairy Liquid model of marketing.
He uses Fairy Liquid as an example, he says, to get L&D professionals to think about their courses and resources as a product they are marketing. So what will tempt learners to engage?
The three things, he says, to focus on in terms of marketing learning and development are:
Advertising repeatedly so learners are reminded about what is on offer
Answer the ‘So what?’ question and focus on what’s in it for the learner
Make access to courses and resources as easy and frictionless as possible
Putting the learner at the forefront of marketing messages and selling the benefits of what’s on offer is vital, he says.
“Make your purpose really clear,” he says “Rather than advertising eLearning, use messages that explain that your online resources can help people work smarter, faster, better. Who wouldn’t be interested in that? Better skills may also help them progress in their careers. Think about your learning and resources as a product and sell the benefits.”