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.
249: The Upskilling Imperative with Shelley Osborne of Udemy
248: Off-Trail and Self-Directed Learning with Blake Boles
247: Transactional to Transformational with Micène Fontaine
246: 3 Conditions of Learner Engagement
245: The Indispensable Community with Richard Millington
244: E-Learning Uncovered with Diane Elkins
243: Revisiting the Learning Business Maturity Model
242: The Adaptation Advantage with Heather McGowan
241:The Truth in Learning, Leadership, and Motivation with Matthew Richter
240: Is E-learning Effective?
239: Creating Engaging Virtual Events with Arianna Rehak
238: Pioneering the Path to Connectivism, MOOCs, and Learning Analytics with George Siemens
237: Right Price, Right Now
236: Focusing on the Future of Learning with Arlene Pietranton of ASHA
235: Good Conflict, Selling in a Crisis, and Self-Care with Liz Kislik
234: Implications of the Current Moment for the Future of Online Learning
233: Building the Forever Transaction with Robbie Kellman Baxter
232: Generational Shifts and Alternative Credentials with Jim Fong of UPCEA
231: The Re-Trending of Social Learning
230: Learning Design Thinking with Carol Hamilton
Create your
podcast in
minutes
It is Free
The Commercial Edge: Unleash the Power of People
The emPOWERed Half Hour
Aligned Money Show
Gorse Culture PODcast : The H.R. Detective Agency!
HCI Leadership Revolution
The Ramsey Show
Planet Money