Leading Learning
The Community for Learning Leaders
We are continually pressing our clients, readers, and event attendees to make better use of social proof in the marketing of their education programs. This concept, popularized primarily through Robert Cialdini’s must-read classic Influence: The Psychology of Persuasion, refers to the tendency we all have to look to others for behavioral cues and, in general, to …
Rohit Bhargava, author of the Wall Street Journal best seller Non-Obvious: How to Think Different, Curate Ideas & Predict the Future, will join us as our featured “outside” speaker on day two of the Leading Learning Symposium. Aside from being the author of Non-Obvious, Rohit is the author of the widely read Influential Marketing blog. Rohit …
Something I witnessed at an ASAE Annual meeting reminded me of advice we often give to clients. What I saw was this: To clarify, this is a picture of a basic video studio that Personify, the AMS company, had set up in the area outside of the expo hall at the meeting. By having this studio …
Our Leading Learning Webinar in February focused on marketing and selling education from the value perspective, and we referenced our Value Ramp. The Value Ramp is a tool that shows the link between value and price—the more valuable a product is in the eyes of the buyer, the more you can charge for it. In …
In the last edition of the Leading Learning newsletter we asked subscribers to share some of their toughest pricing questions. Here – with a little bit of editing to remove identifying information – are responses we provided to some of those questions. 1. Does a significant price reduction normally enhance sales? Do price reductions communicate …
Before he left on a trip to the state of Zhao, Pang Cong, an official of the state of Wei, asked the King of Wei whether he would hypothetically believe in a single person’s report that a tiger was roaming the markets in the capital city. “No,” replied the King. Pang Cong then asked what …
Want to lead your learning business to significant growth? It pays to follow the lead of successful Internet marketers. The term “Internet marketer” doesn’t mean just any old company or person who markets things online. Rather, it applies specifically to entrepreneurs who make their living – and in some cases make a fortune – primarily through …
I spent several weeks in Spain this summer, and, early on in my travels, I found myself at a café, trying to decide what to eat. I saw sándwich mixto on the menu board. I’m not fluent in Spanish, but I know sándwich mixto translates to mixed sandwich. But what’s a mixed sandwich? And what …
Sunday I listened to poetry. And I was reminded of the benefit of slow content. Particularly when it comes to learning. We know the benefits of slow food. But the idea of slow content hasn’t caught on yet—though today’s hyperconnected, always-on, content-marketed-to-its-teeth world world is ripe for it. For a few hours Sunday I got …
I’m working on a new survey (on social technologies for learning—keep an eye out for its release in the coming days), I’ve been spending some time in SurveyMonkey, and I came back across a tiny survey we did before our Assessing Your Market for Education Products Webinar in February. Twenty-five Webinar registrations took the time …
We’ve started informally flipping some of the content for our popular Webinar on pricing education products. That is, we make some of the foundational information available ahead of time to help make sure everyone is on the same page when they get to the Webinar. So, here is a brief (@ 15 minutes) video I did …
Value. Value results from the interplay of quality and price—when you meet or exceed customers’ expectations at a price point they find fair, you provide value. Value is externally focused. Value is in the eye of the customer.
