Applying Behavioural Insights to Copywriting Training

Behavioural economics has become a hot topic in the last few years.

From nudges to encourage us to save, to default options that mean we have to opt-out rather than opt-in to pensions, and even HMRC using behavioural insights to try and get people to pay their taxes on time – it's everywhere.

Including in the marketing you see every single day.

Scarcity, time-limited offers, guarantees, limited choices, simple, language, calls to action, social proof, pricing structures, FOMO, reviews, reciprocity...

All of these techniques and lots more (yes, even things like earlybird offers and using simple language) harness an understanding of how our brains work and how we make decisions.

As a copywriter or marketer, it's useful to understand a bit about reader psychology and decision-making (it's also absolutely fascinating!).

Applying Behavioural Insights to Copywriting One-Day Workshop in London

This one-day course will get inside readers' heads and look at what makes them tick, how heuristics and cognitive biases affect their decision-making, and how you can apply those insights to make your copy more persuasive.

By the end of the day you'll:

• Understand what heuristics are and why we use them
• Have learnt about several relevant cognitive biases that affect our decision-making and buying decisions (we're not as logical as you may think)
• Know the science and the sometimes weird and wonderful experiments behind it all
• Have been inspired by some brilliant examples of brands applying this stuff really effectively
• Know how to apply what you've learnt to your own copywriting and marketing through practical exercises and tailored advice

Who's the training for?

Copywriters, content writers and marketers who are interested in learning more about how their readers' – and their own – brains work and applying that knowledge to improve their copywriting.

"Glorious” "Mind-blowing" “Brilliant session” “Really cool ideas” “Insightful” “Fantastic” – lovely comments about my session at the Copywriting Conference, London, October 2019

Training date:

Friday 7 February 2020

Venue:

6th floor of citizenM hotel Tower Bridge (above Tower Hill tube station – with possibly the best views of London you'll ever see!)

• Nearest tube station: Tower Hill (Circle & District lines)
• Nearest train stations: Tower Gateway & London Fenchurch Street
• Training room: 6th-floor citizenM Tower of London Hotel (the hotel is above the tube station)

Timings:

8:30–9:00a.m. Arrive, meet everyone, grab a coffee

9:00a.m. Start the day

1:00–2:00p.m. Lunch break

4:45p.m. Finish

5:00p.m. Join us in the bar for a drink

YOUR TRAINERS:

SALLY MAYOR – CHIEF TRAINER

Sally has been a self-employed copywriter and trainer since 2011. With an MA and an MSc in economics, she's fascinated by behavioural science and how it can be applied to copywriting. She'll lead the training, sharing real-world experience and advice.

SARA FORSYTH – WORKSHOP FACILITATOR

Sara is the Headteacher of a large special school in Derbyshire, an English graduate, ex-Head of English and keen blogger. She's going to be applying her expertise and nearly 25 years of teaching experience to running the hands-on parts of the day.

ANY QUESTIONS?

Please feel free to get in touch with any questions:

Email Sally@wordnerd.co.uk or call 01332 320794.

FEEDBACK

"Your session was mind-blowing! I love reading about behavioural psychology and your session explained how to apply it to copywriting, which was the missing piece for me, so thank you" – Alice Hollis, Copywriter

"Thank you for a fantastic workshop on Friday – I found it really useful with lots of practical tips to employ" – Catherine Every, Copy & Content Director

The small print:

• No booking fees or other charges
• 100% payment is required to secure your spot
• Places are limited so unfortunately there are no refunds
• Price includes as much tea, coffee & water as you can drink, mid-morning & afternoon snacks and a lovely lunch