Trust is fundamental in marketing. Without trustworthy marketing, products and services, no matter how excellent, will languish because today, by default, audiences doubt what marketers say. What this means is learning businesses need to do the work to collect and use evidence to back up their marketing claims.
In episode 388 of the Leading Learning Podcast, co-host Jeff Cobb talks with Melanie Deziel about exactly how to do that. Melanie is co-author of Prove It: Exactly How Modern Marketers Earn Trust.
Drawing on an elegant and simplifying framework from Prove It, Melanie and Jeff discuss five types of claims businesses often make—claims about convenience, comparability, commitment, connection, and competence—and three types of evidence that can back up those claims—corroboration, demonstration, and education.
The conversation is both thought-provoking and highly practical. If you’re looking to make sure your learners see you as a trustworthy source of content—and you should be looking to do that—then this episode is for you.
Show notes and a downloadable transcript are available at https://www.leadinglearning.com/episode388.
369: Modern Learning with Sae Schatz
368: External Innovation and Learning Businesses
367: Talking Taxonomies and Metadata with Stephanie Lemieux
366: Leadership, Happiness, and Positive Psychology with L. Michelle Smith
365: Travel and Learning
364: Redux: Revisiting Adult Learning Theory
363: The Liberal Arts and Critical Thinking with Jeffrey Scheuer
362: Beach Reads: Our Antidote to Summer Learning Loss
361: Designing for Belonging with Dr. Susie Wise
360: 10 Years of CMEpalooza with Scott Kober and Derek Warnick
359: Redefining Lifelong Learning
358: Learning Experience Design with Diana Howles
357: Lifelong Learning Through COVID with Chris McLeod
356: A Guide to the Informal Learning Business Curriculum
355: Elevating Engagement with Amanda Kaiser
354: Globalization and Trust with Ingrid Christensen
353: Porter's Five Forces and Learning Business Competition
352: Closing the Skills Gap with David Capranos
351: Inclusive Leadership with Melissa Majors
350: A Milestone, AI, the X Factor, and the Work/Learn Connection
Create your
podcast in
minutes
It is Free
The Commercial Edge: Unleash the Power of People
The emPOWERed Half Hour
U.S Property Podcast
Aligned Money Show
Gorse Culture PODcast : The H.R. Detective Agency!
The Ramsey Show
Planet Money