Marketing is about getting people to do something you want. Using behavioural economics in your online and digital content will make them do that, better. Can we help? Call the team on 020 7970 4167 or email training@econsultancy.com.

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      Description

      Marketing is about getting people to do something you want. Using behavioural economics in your online and digital content will make them do that, better. In this course, we’ll draw on techniques from the Nudge Unit, Daniel Kahneman and Richard Stotton among others. And you’ll learn how to use the EAST (easy, attractive, social, timely) framework to make your copywriting more persuasive.

      Programme

      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 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 checklist to help you plan your marketing campaigns.
      6. An understanding of key cognitive biases - and how to use them to make your marketing more effective. 

       

      Course requirements

      Laptops or tablets optional. All exercises work on either keyboard or paper. 

      Trainer

      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.