Before you can influence decisions, you need to understand what drives them. The best way to gain that understanding is through a knowledge of behavioural science, the robust study of human behaviour.

This webinar, run by Richard Shotton, author of The Choice Factory, will cover one of the lesser-known, but most influential, findings from the discipline: The Pratfall Effect. Richard will discuss why admitting weakness makes brands and people more appealing. He’ll cover the academic evidence as well as real-world findings and how these findings can successfully be applied to copywriting.

This webinar is free for all members of ProCopywriters. To join the webinar you will need the password in your dashboard.