Behavioural Insights Workshop

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, calls to action, social proof, pricing structures, reviews, reciprocity…

All of these techniques and lots more – even things like 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 Training

This one-day course will get inside readers’ heads and look at what makes them tick, and how heuristics and cognitive biases affect their decision-making.

It’ll also go beyond the theory and experiments and show you how you can apply the learnings to your copywriting to make it more persuasive, more engaging and more effective.

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” “So interesting” “Insightful” “Fantastic” – lovely comments about my session at the Copywriting Conference, October 2019

Sally Mayor Copywriting Conference the Barbican London October 2019

Training date:

Friday 7 February 2020


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


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 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 economics and has been learning and writing about it for about 6 years. She'll lead the training, sharing real-world experience and advice.

Sara Forsyth – Workshop Facilitator

Sara Forsyth – Workshop Facilitator

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

Book your seat

To book your place

The small print:

  • No booking fees or other charges
  • 100% payment is required to secure your spot
  • Places are limited (10 max.) so unfortunately there aren’t any refunds
  • Price includes as much tea, coffee & water as you can drink, mid-morning & afternoon snacks and a lovely lunch

Our venue

  • 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)


Please feel free to get in touch:

Email or call me on 01332 320794.


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
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