About the Masterclass

Friday 16th November

9am – 5pm

Lansons, 24a St John Street, London, EC1M 4AY

Behavioural Economics

Join us for a Neurocomms Masterclass on the 16th of November on how to deliver persuasive communications that shape behaviours and shift perceptions – with Behavioural Economics.

Who do you need to persuade and influence? Are you asking a lot of your stakeholders or just a little? Are you preparing a campaign that will seek new action or simply improve awareness?

Knowing how the brain works allows communicators to know how to guide thoughts, emotional responses and take certain actions. And, knowing yourself and knowing others makes your communication more empathetic, sharper and more compelling.

The agenda will include:

The Six Principles of Persuasion: an effective technique designed by Robert Cialdini that drives any new behaviour. These include: Reciprocity, Social Proof, Consistency, Liking, Authority and Scarcity

Nudge theory: an aspect of behavioural economics, nudge theory looks at where our behaviour can be nudged in a specific direction. Often used in politics, we’ll look at the UK Governments’ Nudge Unit, EAST framework – Easy, Attractive, Social, Timely

Biases that affect us: We are all biased and we use our biases every day, often unconsciously, to make decisions. We’ll look at the different forms of biases – confirmation bias, present bias, optimism bias, in-group/out-group bias and others – while simultaneously how to adopt behavioural economics or decision science to overcome these biases

By the end of this Neurocomms Masterclass, you will know how to use the right language and tonality for persuasion and how to use behavioural economics techniques to engage in persuasive communication in a complex world.

To find out more and register your place please email: rachels@lansons.com

About Dr. Helena Boschi and Suzanne Ellis

Helena Boschi

Helena Boschi is a psychologist who focuses on applied neuroscience in the work place. Her particular areas of interest include the brain and behaviour, our emotional and rational neural networks and how to improve our cognitive abilities in order to get the best out of our own and others’ brainpower.

Helena has held senior talent management and organisation development positions within international companies and now works across a range of industries worldwide. Her work with her clients involves designing new and creative learning initiatives, particularly in the areas of leadership and team development, intercultural communication and organisational change.

With a deep commitment to ongoing research in psychology, neuroscience and behaviour, Helena possesses keen insight into best and evolving practices in learning, communication and leadership. A member of the British Psychological Society, she brings a scientific edge to the work she delivers, delivered in a way that is easy to understand and apply.

Suzanne Ellis is a Director at Lansons specialising in Change and Engagement. She brings over two decades of communications experience representing brands such as eBay, Starwood Hotel Group, Givaudan, Bentley, Faberge, Simplyhealth and Thomson Reuters.

She advises businesses every day on how to communicate to their audiences, externally and internally, so that they think and act differently: changing perceptions; managing sensitivities around re-organisations, redundancy programmes or post-merger integrations; building leadership or brand reputations and; increasing engagement behind business strategies so they get delivered.

Whatever the communications and engagement challenges, Suzanne creatively finds solutions that support specific business goals and brand values.