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Persuasive Techniques for Advertising and Design

The creative and communications landscape has become extremely complex, involving media that can range from a feature film to a six-second Vine, and from an epic installation to a two-centimetre high Facebook advert. Attention spans are becoming shorter and more fragmented. Communications and marketing budgets are being spread thinner and decision-makers are prepared to take fewer risks. 

As a result, it has never been more vital to be powerfully persuasive. We are all in the business of persuasion. Whether it be persuading clients to buy our work, or consumers to buy the products and services we advertise or make, persuading judges that our campaign is worth an award or persuading colleagues to choose and make our ideas. But very few of us are ever taught how to be more persuasive.

Masterclass Outline

Kit Altin will teach you how to apply the same focus, rigour, intelligence and imagination to selling your ideas as you do to creating them. The day will be fast, fun and extremely practical, based not only on psychological theory but on industry experience of what really works. You’ll learn the essentials of being powerfully persuasive, helping you to sell your ideas, convince your clients and engage your target audience.

Kit will go through the classic and contemporary understanding of how persuasion works, using sources from Aristotle to modern thinkers such as Daniel Pink. You’ll keep applying what you’ve learned throughout the day and at the end, you’ll get to tackle a new persuasion challenge, which will underpin and consolidate the day’s work. 

Learning Outcomes

  • Have learned the techniques you can use for creating persuasive communications and creative work
  • Understand why emotion is the most persuasive tool we have
  • Know what does and doesn’t work when it comes to persuading people
  • Leave with practical tools and techniques to make you and your work more persuasive in any medium
  • Be much more confident in your power to influence and persuade even in challenging circumstances and on tough briefs

Suitable for

  • All disciplines especially Planners, Creatives and Account Handlers

Your Facilitator

Kit Altin, ‎Chief Strategy Officer at The Gate

Kit knows what it’s like at the coalface of brief-writing: over her career she has written just about every kind of brief for every category, platform and challenge, from soap powder to saving lives, and agency and client-side. As a former award-winning copywriter, she knows what it’s like on both sides of a brief, and ruthlessly exploits this knowledge to inspire brilliant work from her creative teams. She brings this wealth of experience to prove that a great brief can turn any problem into great creative, and has a long record of creating work that is bold, exciting and multi award-winning for both creativity and effectiveness.

She has a particular interest in how marketing and communication can be a force for good, and in 2011 co-founded Change, the agency dedicated to positive social impact. The IPA chose her as Woman of Tomorrow 2014, which she was very pleased about, plus the futuristic raygun is very useful for maintaining discipline in workshops.

‘Very engaging, Kit pushed us to work fast and challenge ourselves. I will take a lot of the learning with me back to work.’

Mike Kennedy, Mother London

‘A great session, passionately and knowledgeably delivered and full of useable advice and tips. Thanks!’

Will English

‘Kit was great and truly engaging putting the advice into real life context throughout. Looking forward to using her tips for good and evil.’

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