What you will learn
You’ll get a step-by-step framework on how to apply 24 most powerful psychological principles into your ads, landing pages, emails, sales funnels and everything in between. On top of that you’ll understand:
- Strategies on how to shape the subconscious decisions of your customers
- The most common mistakes marketers make when they approach a project
- How to analyze the decision-making process of customers
- How to use Choice Architecture to steer customers’ decisions
- How to shape the perception of prices and product value
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Content in detail
The nearly 7 hours of content is divided into 6 chapters, with each chapter containing several video lectures. Here are the 6 chapters:
01What is BE and why does it metter for marketers?
More and more, marketing and communication are becoming a science. A science about what makes customers tick, how they behave and make decisions. Here, Rory will explain why marketers must learn about behavioral economics and why standard approaches to marketing and advertising are slowly dying.
Full of surprising examples, astonishing case studies and eye-opening insights, all wrapped in Rory’s unmistakable sense of humor.
02Analyse the decision-making context
Matej will talk about the most common mistakes marketers make when they approach a project. He will give you the necessary tools to discover why customers aren’t doing what you want them to do.
Step-by-step he’ll take you through the process of analyzing the decision-making context.
03Drivers of behavior
You’ll learn powerful, scientifically proven behavioral tools which will enable you to change the behavior and decisions of your customer.
Matej will talk about surprising psychological principles which all clients were astonished to learn. He’ll share how unimportant it might be to talk about the benefits of your product or how simply changing the order of information you give can work wonders
Sam will explore one of the most powerful ways to shape the behavior of your customer — changing choice architecture. The way the decision-making process is built, choices are presented and when you attract people’s attention is crucial.
Sam will talk about a tiny change on a website which brought 300 million in revenues. He’ll explain why more choice for customers can be literally deadly for your business and what to do about it. You’ll also find out how increasing friction for your customers can be a surprising goldmine.
05Perception of price and product
The surprise guest will explain that people don’t know how much they are willing to pay for products or services and what power that gives you. You’ll see that customers cannot evaluate prices and offers in a vacuum, that’s why the context is crucial.
You’ll get powerful tools that can be used to change the decision-making context and thus the perception of prices, products, and fairness of your offers.
06Test and iterate
It’s tough to predict which of your ideas will work best. Behavioral economics gives you the tools to create amazing solutions, but only testing them will clearly show which one is the winner.
Matej will explain how you should test, who to test on and what to do with the results.
In this Masterclass, you get access to four of the world’s leading experts in behavioral economics today
Ogilvy Group UK
One of the most influential figures in modern marketing and pioneer in the use behavioral economics and psychology in marketing with extensive experience in working with the world's biggest brandsShow more
Award-winning strategist, psychologist, and advertising practitioner who develops interventions and shapes communication for some of the world's most influential brands and organizations.Show more
Recognized speaker and expert in applying behavioral economics and consumer psychology in business with notable experience in working with both large corporates and SMBs.Show more
Prof. of Behavioral Economics
One of the most famous behavioral economists in the world, renowned speaker and best-selling author.
I want to congratulate you for the work you did with Rory, Sam and Dan. Everybody in marketing should take this course.
Perfectly crafted, well-articulated, highly engaging, and enriching program. This is one of the finest online courses I have come across.
It's full of eye-opening insights and practical examples but most of all it's a step-by-step guide on how to apply them to practice.