How To Write Training That Works: marketing training


How to write training that worksWriting training material is a specialized job. But often, in a small business, nonprofit organization, charity or similar circumstances, there isn’t the budget to bring in a specialized supplier. Here’s the HTWB solution, with Jackson Rawlings…in this final article in the series, he looks at marketing training.


Marketing is a discipline which constantly changing and developing. As such it can be hard to write training material for because new theories and methods appear all the time.

As such, I’m going to outline a few key points to keep in mind that will hopefully make the task of creating material that little bit easier.

Make clear distinctions between marketing channels

Social Media Marketing, SEO, Inbound Marketing, Content Marketing are but a few of the ‘varieties’ of marketing that now dominate the industry.

Understanding the differences and overlap between these methods is essential for any marketer, and therefore something you need to hammer home with your training material.

It’s also important to note that while some strains of marketing may not be useful or usable by every trainee, having at least a sound understanding is of each is invaluable. So don’t back down if questioned on your inclusion of certain methods. You’re the trainer after all. You know best!

Emphasise the importance of staying up to date with new technology

Being completely up to date with the latest developments in technology is part and parcel of being a marketer. Being able to jump on a bandwagon before it’s started rolling is a precious skill but one which can be taught.

I’m talking about things like being able to identify up and coming platforms in the social media world, or a new metric tool that has a useful and original function.

Use examples of previous ‘big moves’ in the marketing industry (the Twitter boom or Pinterest for example) to get your trainees identifying what made them such a success.

Of course knowing what made previous platforms and tools succeed is no guarantee you’ll be able to pick the next winner, but it certainly helps.

To see all articles in the How To Write Training That Works series, check out the category “Training That Works” in the side bar to the right —>>>

small__8540535352Get inspiration from online resources

There is an unfathomable swathe of online resources available to marketers; it’s probably one of the most heavily written about topics on the net.

Big generalist sites like Marketingland are great for an overview of the industry as a whole, and more specialist sites like SEOmoz and fill in the details on individual areas.

Use these resources that are available to you, for help in building your own knowledge of subjects, to give as resources to your trainees and even to borrow/steal material from (obviously be careful here, and abide by any copyright laws in place).

As a trainer you obviously need to know your stuff. Reading about it as much as possible is a great start.

Take a psychological approach

Marketing as an industry is heavily influenced and affected by psychology. Knowing how someone thinks and feels in response to different techniques and approaches cannot be understated in terms of importance.

Make sure your trainees are aware of this link. Use psychological studies and theories as proof of the efficacy of various techniques.

Also, advise that your delegates read into different aspects of psychology in relation to selling and marketing. New ‘thought leaders’ like Seth Godin are a nice easy entry into the bisection between the disciplines, but for an in-depth understanding try thinkers like Fromm and Festinger.

Always link back to sales

Marketing is ultimately about making money; a fact which is easily forgotten.

Often marketing feels like such an entity in itself that the link to sales can be lost. Make sure that doesn’t happen in your material.

Make sure you emphasise how exactly a certain technique increases sales by explaining things like KPIs and ROIs. Show how marketing makes money and you’ll command your trainees’ attention.

That’s it for this week and this series. Thanks for taking the time to read and I hope I‘ve helped to address some of the issues often faced when creating training material.

If you have any comments or questions, please share them below and we’ll be right back to you.

Don’t forget – to see all articles in the How To Write Training That Works series, check out the category “Training That Works” in the side bar to the right —>>>

How to write training that works

Jackson Rawlings


Jackson Rawlings
Digital Marketer
Silicon Beach Training

Meanwhile, train yourself to write even better… (instant downloads)

“How To Write About Yourself”…how to make the most of yourself, whatever you need to write
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photo credit: mkhmarketing via photopin cc




  1. The “new” study of neuromarketing has resulted in several books that use the psychology of marketing to great advantage. I’ve read two – The Buying Brain by Pradeep and Neuromarketing by Renvoise and Morin.