601 Using Advertisers’ Secrets to Create Compelling Videos

10:00 AM - 11:00 AM Thursday, August 24

In a world of short attention spans and the need to “break through the clutter,” how can you ensure your audience will remember your message after watching your learning videos? Maybe it’s time to look outside L&D for inspiration and toward a field that already does this well: advertising. If advertisements can influence people to purchase items they don’t need, are there ways to use this field’s secrets to influence learners—and do so without their feeling manipulated?

In this session, you’ll learn how the techniques that influence purchasing behavior can also change the behavior of your audience. You’ll find out what exactly makes an ad so compelling that it can persuade you to spend your money, then you’ll apply these secrets to make your next learning video successful. You’ll explore the hooks that grab viewer interest, the components that lead to an effective video concept, and a framework you can use to shape a successful learning video strategy.

Danielle Wallace

Chief learning strategist

Beyond the Sky

Danielle Wallace is the chief learning strategist at Beyond the Sky, a provider of custom learning solutions. Previously, as a marketing executive with Procter & Gamble and PepsiCo, she learned strategic marketing and advertising principles, which she now applies to learning and development to make learning stick. Danielle is also a certified training and development professional (CTDP) and her monthly infographics on applying marketing into L&D can be found at www.beyondthesky.ca

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