Learning is a topic I’ve written about before but today it’s the subject of the entire post.
I’ve been in the ad and marketing business since 1978 when a mail-slinger at my dad’s shop Poppe Tyson. It took me until 2011, while director of marketing at Teq, an educational development company, to understand the importance of learning in marketing. (Yeah, yeah, rabbit and hare thing.)
I’ve had lots of mentors over the years: a kid who ran the AT&T ad business with an iron fist and mind, a be-sotted ex-marine who was the country’s first million dollar a year copywriter, and a copy-contact, agency chief who built a powerful global brand that lived well beyond his years. None taught me the practice of learning in marketing.
To understand the role of learning in branding and marketing you have to understand teaching. Teaching is process. Learning the result. There are poor teachers, there are no poor learners. My stint in the education field helped me understand this. Learning why one product is better than another. Learning why one service has more value. The best learning is not forced but self-actualized. When someone comes to a learned moment on their own, it sticks. It’s important.
So you marketers out there. Focus on the learning first and the proper teaching technique will come to you. Most marketers are 85% teach and 15% learn. Flip it and your depth of success will change.