Marketing For Learning® S1E5: Marketing for Learning®: Turning a Great Product into a Must-Have
Mar 6, 2025
They explain how positioning and messaging turn a solid learning product into something learners must choose. The conversation highlights audience research, personas and the value proposition canvas. Expect practical tips on multi-channel campaigns, activating managers, behavioural triggers like FOMO, and using social proof and peer influence.
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Benefits Over Features
- People won't care about 'learning' features; they care about clear personal benefits and outcomes.
- Position your product around what it helps people do, not how it's delivered.
Use Personas To Tailor Messaging
- Do use personas to tailor messaging and identify pain points before you create campaign assets.
- Avoid generic claims; state specific outcomes that solve audience problems.
Learner Wasted Time On Uncurated Content
- Ashley recounts a discovery session where a learner wasted 45 minutes on content they already knew.
- The lack of curation made the experience feel like a complete waste of time.