Get to "yes" faster with the power of psychology and behavioral science
This self-paced course introduces you to the science of psychological persuasion, so your marketing communications will be more meaningful and effective.
Introducing the Choice Hacking Foundations Course
Getting to "Yes":
Persuasive Marketing Messages
Do you ever feel like it’s impossible to get customers to do what you need them to do?
We spend so much time creating marketing that falls flat, because we can’t read people’s minds - their decisions can seem irrational and random.
But what if you could decode HOW to get customers from "I'm not sure..." straight to "yes?"
Evidence-based persuasion techniques help us peek inside peoples' heads and hearts, and design more effective marketing.
Based on groundbreaking research from industry leaders like Professor Robert Cialdini (ASU, Stanford), Nobel-laureate Richard Thaler, Professor BJ Fogg (Stanford), and more this mini-course will teach you the fundamentals of scientific persuasion, and how to apply it to your work in marketing and advertising.
Here's what you'll learn:
In this self-paced mini-course, you'll gain a solid understanding of the fundamentals of evidence-based persuasion. These principles draw on the work of industry-leading minds like Professor Robert Cialdini, Nobel-laureate Richard Thaler, Professor BJ Fogg (Stanford), and more.
By the end of the course, you'll understand:
The Choice Hacking Approach
With 20+ years of teaching experience at all levels, your instructor has developed a research-based approach that leverages interactivity, engaging course materials, and self-reflection.
What You Get When You Sign Up:
step-by-step video lessons
This self-directed mini-course is video-driven and augmented with quizzes, worksheets, and more. You'll practice and engage with the material, so you can start applying it right away.
live Q&A office hours
Every Choice Hacking course offers the chance to connect with your instructor live in an Office Hours-style Q&A.
We make every effort to schedule these to account for different time zones, but in case you can't make it each session is recorded and made available to download for 30 days.
We won't just talk theory in this course - for every principle you'll get at least five real-world examples of brands applying it, along with analysis to help you use it yourself.
What students have to say about Choice Hacking courses...
Global Consumer Business Insights & Analytics Lead, GSK
Examples and use cases bring concepts alive
"Very well prepared, bite-sized training full of examples and use cases to bring concepts alive.
Nice one for marketers at different level of knowledge on BeSci."
Behavioral Science + Psychology 101 for Marketers
Owner and Director, REINVENTIS Innovation
"A really well done course!
As a participant you get a new, inspiring and positive view of how customers really think and act.
Suitable for anyone who wants to reinvent or redesign new products, services or entire business models that really convince customers and encourage them to buy."
Getting to Yes: Persuasive Marketing Messages
Strategic Customer Insight Manager, TSB
Highly recommend it... [to] all Marketeers
"Finally, I decided to join this course and I have learnt so much on behaviour science affects and practical applications across the Customer Journey...
I highly recommend it to all especially to all #cx enthusiasts and all Marketeers."
How to Create Persuasive Experiences
What you'll learn in this mini-course
Lesson 1: What makes customers say "yes"
In this lesson, you'll learn the fundamentals of how customers are persuaded. From our systematic errors in thinking to seemingly irrational behavior, you'll learn the keys to designing marketing that is creative, effective, and persuasive.
Lesson Outcomes: You'll leave this lesson with a strong understanding of how people think and make decisions - how they create memories, bond with brands, and what messages resonate with their subconscious drivers.
Lesson 2: Key principles of persuasive marketing messages
In this lesson, you'll work through two videos that break down the seven key principles of evidence-based persuasion. For each of the principles introduced, you'll get at least 10 examples of how brands apply each of them in the real world, and how to avoid common mistakes.
Lesson Outcomes: You'll leave this lesson with a strong foundational knowledge of the principles, along with 70+ real-world examples of these effects in action.
Lesson 3: A simple framework for persuasive marketing
In this lesson, we'll dive into a simple model to understand how to turn these principles into meaningful and effective marketing communications that make it easy for customers to say "yes."
Lesson Outcomes: Hit the ground running with a simple and pragmatic framework that you can start using right away.
Course certificate to show off your knowledge and add to your resume
Share your skills straight to LinkedIn and other social networks with the click of a button, beef up your resume and stand out from the crowd with a course certifiate.
Each certificate is assigned a unique identifier code that's generated and certified via the blockchain.
Get access to a bonus webinar when you enroll:
Using Evidence-Based Persuasion to Influence Stakeholders
Whether it's a pitch, grabbing that promotion, or convincing your boss to try something new, we'll talk about how you can use evidence-based persuasion to get the people around you from "I'm not sure" to "yes!"
How Evidence-Based Persuasion Can Perfect Your Marketing Messages
There are countless ways to apply these concepts, but here a few of the most important:
- Frame creative communications: You'll understand what, when, and how communications can move customers. You will better understand how consumers make decisions, and what moves them to take action.
- Design more effective “choice architecture”: Choice architecture is the way we present a choice, and how this presentation influences decisions. These psychology principles can help us understand what language, tactics, and mechanics to use when marketing products and services.
- Inspire more persuasive creative: Evidence-based persuasion isn't about creating mechanical, stale, or formulaic creative. It's about understanding how evidence-based techniques can help inspire more creative, surprising, and effective solutions.
30 Day Money Back Guarantee
You are fully protected by the Choice Hacking 30 Day Money Back Guarantee. If you enroll in the course, complete all of the quizzes, and you are unsatisfied, don't worry.
You can get a full refund within 30 days after your purchase, no questions asked.
Is this course right for me?
This course is a good fit if...
Marketing, and you want to go from depending on educated guesswork and your gut to creating more meaningful marketing comms and strategies based on science.
You're a beginner or intermediate learner who wants to understand how behavioral science and psychology can work in marketing.
50+ real-world examples of how brands apply behavioral science and psychology to their marketing.
This course is NOT a good fit if...
Behavioral Science and Evidence-Based Persuasion are "silver bullets" that will instantly solve all your problems. Even though these principles are a leg up, your results may vary depending on your market, customer base, industry, and execution.
This course is made specifically for marketers, but don't worry! I'm creating a version of this course for product design too :)
You want to learn these principles to manipulate your customers into doing something they don't actually want to do.
Frequently Asked Questions
This course is tailored for those who work in marketing and advertising, particularly in communications. It's a good fit for marketing managers of all types, customer insights specialists, designers, strategists, and copywriters.
Every mini-course comes with free access to two live Q&A sessions with me, Jen Clinehens - author, behavior change strategist, and founder of Choice Hacking (and your instructor for this course!). These Q&A sessions will be recorded and made available to students. I make every effort to accommodate different time zones and needs, but if you are unable to attend you can send questions in via email and can access a recording of each session for 30 days.
Mini-courses do not include coaching or consulting time, but I'm happy to answer any and all questions in the live Q&A sessions.
For each cohort that goes through the mini-course, I offer two Q&A sessions. Students will vote on the livestream dates and times, and I'll announce the day and time 24 hours after the day the course is made available for students.
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