If you're not taking a psychology-based approach to your marketing, it means you're relying on guesswork and intuition to predict how your customer will behave.
Unfortunately, guesswork and intuition frequently turn out to be wrong - especially when it comes to understanding how the mind works.
Using the principles of decision psychology, this course will take you through how your customer makes decisions and how you can harness that knowledge to produce truly effective marketing.
I will show you how to use my exclusive "Should I? Would I? Could I?" model of decision-making to address each aspect of your customer's decision process and apply psychological insights for maximum influence.
This course will provide you with a systematic approach to marketing based on scientific research. Sign up now.
I have been working in marketing for 20 years. In that time, I have handled annual marketing budgets of over a million pounds, developed and delivered marketing training courses, advised major blue-chip companies on their marketing campaigns, and helped to market new businesses from scratch.
In 1996 I graduated from Nottingham University with a degree in psychology. I then began my marketing career at IIR Limited (now Informa), the world’s largest conference organiser, promoting business events through direct marketing. It was here that I learned the art of experimental marketing and the importance of data collection to understand what really works, and to take the guesswork out of marketing.
After five years at IIR, I began work at Marketing Sciences, a research agency that helped clients understand their customers’ thoughts and behaviour. This allowed me to develop and refine my understanding of psychological strategies and techniques as they applied to marketing.
Since 2005 I have been working for a media communications agency as a marketing consultant. I have helped a wide variety of organisations, from international charities to FTSE 100 companies, to get their messages across effectively in their marketing and communications.
I specialise in the application of psychological research to marketing communications.