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The business world continues to transform at a rapid pace; while technology is striving to keep up with these swift changes, training still lags. While learning and development (L&D) leverages the digital transformation to stay up to date during this rapid evolution, it’s also important not to ignore traditional methods.
The L&D industry leverages marketing techniques because of its ability to harness proven methods to achieve common goals. Both marketing and learning strive to create powerful messages that engage an audience—that’s where the AIDA model comes into play. This is an established marketing methodology that focuses on the core fundamentals of human nature, thus allowing it to withstand time and be applied to learning solutions. Coupled with the right foundational knowledge and data-driven insights, the AIDA model still has relevance for creating modern learning solutions.
Start by Developing a Learner Persona
Before you can use the AIDA formula to create an engaging learning experience, it’s important to understand your audience. Just as marketers have a consumer persona as their foundation, the
learner persona exemplifies your archetypal learner and keeps their needs and motivations top of mind. This conceptual technique brings them to life so you can create a learning experience that drives impact and elicits intended performance outcomes.
The learner persona also encourages consideration about access and the learner experience. Where will the learner access information? Will they need to learn in the flow of work, or can the information be broken into micro lessons for their convenience? Will they understand the jargon shared? The insights from the learner persona become the fuel for creating a learning solution that leverages AIDA.
AIDA Model Translated to L&D
With a solid understanding of your participants, you can then layer the AIDA model onto your design to…..
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