Course Details

Date
July 5 2018 (9:30am – 4:30pm)
Venue
Etc Venues - Liverpool Street, London, United Kingdom
Trainer
Jon Hawkins
Duration
1 day
Cost
$825.00 per attendee

Sorry, bookings for this training course are now closed.

Overview

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. 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?)

Program

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 Nudge Nudge 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. blend 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.

Trainer


Jon_Hawkins.jpg

Jon Hawkins

Founder, Honk

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. 

Tutor for: Copy that Means Business, Marketing Copy and Behavioural Economics, Marketing Copywriting 101

Venue


Etc Venues - Liverpool Street

Telephone: 020 7763 6805

Bishopsgate Court
4-12 Norton Folgate
London
E1 6DQ
United Kingdom

Google Maps

By Underground - Liverpool Street Station (Central, Circle, Hammersmith & City, Metropolitan lines).

For exits from all underground lines, follow signs for Liverpool Street mainline station. Once on the main concourse of the mainline station, head for Way Out 1 (Bishopsgate West), located next to Platform 14. Take the escalator or stairs up to street level and as you leave the station, turn left onto Bishopsgate and cross the road. After 500 yards as the road becomes “Norton Folgate”, you will cross a small road called Spital Square. Bishopsgate Court is the 2nd building on your right (the red brick building opposite the tall glass building). etc.venues Liverpool Street is on the 3rd floor. 

Course Details

Date
July 5 2018 (9:30am – 4:30pm)
Venue
Etc Venues - Liverpool Street, London, United Kingdom
Trainer
Jon Hawkins
Duration
1 day
Cost
$825.00 per attendee

Sorry, bookings for this training course are now closed.