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.