So here’s a crazy thought for all the students out there or folks who are putting together case studies, lesson plan, or doing a little research. Have you ever wondered about the way that you can make higher impact products? And by products? I mean, you know, either you’re less than plan, your case study your course or the tool you’re using to train your workforce.
Here’s the idea in brief. How can you use insights from marketing to capture attention and make people want to read more?
That’s the idea in brief. Keep listening to find out.
Okay. So here it is. Marketing has some known psychological factors because marketers are driven by dollar metrics, so they track what works really well. Conversion rates cart values and funnel, completion rates. You know how people move from one product to the next including ad retargeting on how long term interaction with advertisements content websites, blogs, etc.
End up leading to customer acquisition period. So often advertising is all focused on solving a problem for people, isn’t that the goal of research isn’t that the goal of a course, isn’t that the goal of the training you do with your employees? You’re trying to either illuminate or correct often, right?
You’re trying to lead them towards something or lead. Them away from something, you’re trying to help them understand the pitfalls and the potential positive outcomes of a thing. Simple enough, right? How do you capture that and how do you structure, your research or case study do that? And I had one idea, real simple, I was actually caught by a Harvard business review article that In the abstract put the findings, it’s really important.
I’ve read a lot of abstracts and there’s so many. That’s like, I don’t really know what this says. Okay. Whatever. I guess I might have to read more. I’ll get to that later and maybe sometimes I do sometimes I might read it right away, but there’s another, another type of abstract there’s one where you’re like.
Oh yeah, okay, this is exactly what I need. I can cite this as is and you go and you cite that offer because they’re abstract tells you exactly enough to be able to post. That’s huge. That’s also really good for people. Looking up research. So that author that resource becomes higher impact, right?
It has more citations more people are referencing it and then that continual soft marketing. So to speak people are more likely to then read the full article. Okay let’s do a deep dive. Let’s go through this piece of literature and share it. Let’s do a course around it. Let’s use this as a talking point with our employees, right?
So through kind of fascinating that that creates a funnel in academia, right in leadership, you can build a knowledge brand. So to speak around different research which is kind of fascinating to think of. So how can you use that for yourself? Be very deliberate, ask yourself what are the key findings and why is this important?
And make sure that your abstract includes that? Why? Because human nature, they are more likely to cite you. The more people that cite you. The more people are gonna be like I should read this article, right? It becomes a corner piece to a paper then corner piece to a course, corner piece to training, or an organizational intervention.
So think about it, make your intro to your course that concesses as well. And yet, here’s the next level. How do you also raise interest? So people want to read more. So, this isn’t straight across, like, you can’t just, like, put your findings then hope people read. If you’re being more deliberate.
You also then? Add a layer of. Here’s the key secrets, discussed with those findings. And it’s usually the how like the what is the finding? This is what happens, the curious part is the how. And why? So capture that in the paper, and you will not only start your research, your training, your intervention funnel.
You’ll also build a community. So best thing. Are you just thinking through it? I’ve seen papers that are really good courses, they’re really good about it and then those that it’s like a whole man of course we’ve also seen the ones. They’re really good at the front and then you get into like oh shoot man.
One of the what was that? Spend some more time on my upfront? Yeah but also make sure you deliver. Okay. So yeah, that’s the action. Go look at what you’re doing and how do you capture that interest? And at the same time, the entry. So thank you all. Appreciate you for listening and keep listening for more impactful conversations on leadership daily.
