Marketing is about getting people to know, think or do something you want. Behavioural economics can help you change your language to make them do that, better.

  • 7 February 2019
    1 day
    • £695.00 excl. VAT
  • 13 June 2019
    1 day
    • Earlybird discount of 10% when you book 90 days in advance £625.50 excl. VAT
    • £695.00 excl. VAT

    Want to run this event in-house? Enquire about running this event in-house


    In this course, we’ll look at the language of persuasion, drawing on techniques from the Nudge Unit, Daniel Kahneman and Aristotle, among others. We’ll listen for and discuss the persuasive techniques of anecdote, fact and story. You’ll also learn the EAST (easy, attractive, social, timely) framework and how to appeal to logic, credibility and emotion.

    No need to bring your laptop. We’ll be working with paper and pencil. (Remember them?)


    One-day course, blending presentation, discussion, exercises and pair-and-group-work.

    You’ll learn a range of tools and techniques to bring the insights of nudge theory into your marketing copywriting. There’ll be case studies helping you understand key aspects of behavioural economics – from framing to recognising and exploiting cognitive biases.

    We’ll practice distinguishing rational and emotional benefit, plus using positive language to inspire your readers to action. And we’ll look at how nudge tools like the EAST framework can help not only marketing copy but with all types of customer communication. Lastly, we’ll bring it all together with an exercise designing a nudge approach to the upcoming GDPR regulation.


    Who should attend?

    Anyone in a marketing job, at all levels. This course will be beneficial to marketing practitioners, managers and leaders. It will be particularly relevant to marketing professionals in DM, sales or customer communications campaign roles.

    Junior or mid-weight copywriters or editors keen to hone their skills in a challenging but safe environment should also sign up for this course.


    How will I benefit?

    After the course, you’ll be able to:

    1. Make your marketing copy more persuasive and more likely to generate results
    2. Understand the key principles of behavioural economics and how they apply to your job
    3. Use nudge theory at different points in your campaigns – to set strategy and creative at the outset, or to apply tactical improvements to existing campaigns
    4. Bblend anecdote, fact and story to make your writing more persuasive
    5. Enjoy your writing process more.

    What will I learn?

    After the course, you’ll leave with:

    1. Honed general marketing and creative skills
    2. Confidence in the foundation principles of behavioural economics
    3. A grasp of framing, scarcity, rational vs. emotional benefits and decision paralysis
    4. Insight into the EAST framework
    5. A nudge-based action plan for your GDPR communications
    6. An understanding of key cognitive biases – and how to use them to make your marketing more effective.


    Jon Hawkins

    Jon is one of the most experienced brand language strategists in the UK. He has a Masters in Creative Writing and spent ten years as a copywriter. He headed BT Group's tone of voice programme – growing it into the world's biggest brand language campaign, training 25,000 people, winning awards and saving £millions. Now he uses this rare mix of skills and experience to help organisations find and exploit the right language for them. Recently he's worked with Ermenegildo Zegna, Openreach, Groupe Chantelle and Dimension Data.