Understand Why Customers Act—and Turn Those Insights into Better Campaigns.
Special Fall Pricing: Regularly $1,000 is now 50% off—$500. Enroll here.
Why does one ad get noticed while another gets ignored? Why does one landing page convert while another doesn’t? Why does an offer feel compelling—or too expensive? And why do customers sometimes stick with an inferior choice instead of switching?
This practical two-module workshop shows you how to use proven principles of customer behavior—and AI-powered analysis—to answer those questions and improve ads, landing pages, offers, pricing, content, and customer journeys.
You’ll explore proven ideas including attention, social proof, framing, anchoring, choice, loss aversion, perceived value, and memory, without getting buried in psychological theory.
Then you’ll use AI to analyze customer feedback, diagnose campaign problems, challenge assumptions, generate better alternatives, and decide what to test next.
The goal is simple: understand what may be stopping the customer, then make better marketing decisions.
You’ll Learn How To:
- Understand why customers notice, click, choose and buy.
- Diagnose why an ad, email, landing page or offer may not be working.
- Get attention using contrast, relevance and distinctiveness.
- Make marketing easier to understand and act on.
- Use social proof, reviews and trust signals more effectively.
- Improve pricing and perceived value using anchoring and framing.
- Understand why customers resist switching or delay decisions.
- Make choices easier when customers are faced with too many options.
- Make campaigns more memorable and better connected to the brand.
- Use AI to analyze reviews, surveys, comments, and customer feedback.
- Separate what customers said from what AI has inferred.
- Use AI to challenge marketing ideas rather than simply agree with them.
- Turn campaign problems into practical tests.
Why Attend?:
- Improve everyday campaigns using practical customer psychology.
- Make stronger decisions about ads, emails, offers, and landing pages.
- Diagnose campaign problems before producing another round of creative.
- Get more useful insight from customer reviews, surveys and feedback.
- Improve AI prompts by giving AI better customer and marketing context.
- Reduce random testing by understanding what you’re trying to change.
- Gain practical frameworks you can apply immediately to current campaigns.
Flexibility to Fit Your Schedule:
Can’t attend every live session? No problem. We’ll send the bootcamp recordings, workbooks, and supplementary materials after each session so you can catch up, revisit the material, or reinforce your learning.
Module 1: Why Customers Click, Choose and Buy.
The Practical Psychology Behind Better Marketing.
Customers don’t carefully analyze every marketing message they see. They notice some things and ignore others. They compare prices, look for reassurance, avoid effort, and often stick with choices they already know.
This module shows you how simple principles from customer psychology can help explain those everyday marketing behaviors.
We’ll start with familiar problems: an ad that isn’t getting noticed, a landing page that isn’t converting, an offer that feels too expensive, a customer who won’t switch, or a campaign people remember without remembering the brand.
Then we’ll look at the psychology that can help you improve it.
You’ll also learn the CLICK Check, a simple framework you can use to review almost any piece of marketing.
Key Takeaways:
- Catch Attention: use contrast, relevance, salience and distinctiveness to help marketing get noticed.
- Lower Effort: make messages easier to understand using clarity and cognitive fluency.
- Increase Trust: use social proof, reviews, authority and evidence to reduce customer uncertainty.
- Clarify Value: understand how anchoring, framing and comparison influence what feels expensive or worthwhile.
- Kick-Start Action: identify friction, hesitation, loss aversion and reasons customers may prefer doing nothing.
- Understand how choice overload and defaults can affect what customers select.
- Use distinctive brand cues and memory principles so customers remember who advertised.
- Apply the CLICK Check to ads, emails, landing pages, pricing, offers and CTAs.
- Recognize which psychological technique fits the marketing problem rather than trying to use every technique at once.
Module 2: Fix the Campaign.
Using AI and Customer Insight to Improve Real Marketing.
Module 1 gives you the tools. Module 2 puts them to work.
Working in Zoom breakout teams, you’ll become the marketing team for a fictional brand with a campaign that isn’t performing.
You’ll receive customer reviews, survey responses, competitor advertising, campaign results, pricing, product information and a marketing brief.
Your job is to work out what’s going wrong before simply asking AI to rewrite the campaign.
You’ll use AI to analyze customer feedback, identify possible problems and develop alternatives. But you’ll also learn one of the most important skills in AI-assisted marketing: knowing when the AI has found evidence and when it has simply produced a convincing explanation.
Then you’ll rebuild the campaign and decide what you would test.
Key Takeaways:
- Use AI to analyze customer reviews, surveys, comments, and feedback quickly.
- Identify recurring customer needs, objections, questions, and language.
- Use the CLICK Check to diagnose whether a campaign problem involves attention, trust, value, effort, or action.
- Apply customer psychology to improve headlines, offers, pricing, proof, choices, and CTAs.
- Use the “Did the Customer Say It?” check to separate evidence from AI inference.
- Make AI challenge your preferred idea and suggest alternative explanations.
- Spot assumptions hiding inside AI-generated customer insights.
- Decide which campaign changes are worth making rather than generating endless alternatives.
- Turn a marketing idea into a simple test with a clear reason behind it.
- Leave with techniques you can use immediately on live campaigns.
How to Convince Your Boss You Should Take This Class
This course will help you produce stronger marketing and make better day-to-day campaign decisions. Here’s how it benefits your organization:
- Improve campaign performance: identify problems involving attention, trust, value, choice and friction.
- Fix campaigns faster: diagnose what may be wrong before producing more creative.
- Improve conversion: make landing pages, offers and calls to action easier to understand and act on.
- Get more from customer feedback: use AI to turn reviews, surveys and comments into useful marketing insight.
- Improve pricing and offers: understand how customers compare prices and judge value.
- Use AI more effectively: go beyond asking AI to write more copy and use it for analysis, diagnosis and testing.
- Reduce wasted testing: know what customer behavior you’re trying to change before running another test.
- Make stronger recommendations: explain why you’re suggesting a marketing change rather than relying on personal opinion.
- Catch AI mistakes: recognize when AI-generated customer insight isn’t supported by the evidence.
- Apply the techniques immediately: use the tools on current ads, emails, landing pages, campaigns and offers.
The Presentations:
- The workshops are hands-on and practical.
- The workshops are live so you can ask your questions.
- Psychological principles are explained through everyday marketing examples rather than academic theory.
- Included are practical examples from ads, emails, landing pages, pricing, offers, and customer journeys.
- You’ll work with AI during the workshop rather than simply watch demonstrations.
- Frameworks and checklists are designed so you can use them again after the course.
Download Materials
- An edited recording of the bootcamp session with slides and audio.
- A PDF of the presentation materials for that module.
- Any workbooks, checklists, and supplementary resources provided during the session.
Who should attend?
This workshop is ideal for:
- Marketing coordinators.
- Marketing specialists.
- Marketing managers.
- Digital marketers.
- Social media marketers.
- Content marketers and copywriters.
- Email marketers.
- Performance and growth marketers.
- Brand and product marketers.
- PR and communications professionals.
- Agency account teams.
- Small business marketers and founders.
No psychology background is required.
You should be comfortable using a generative AI tool such as ChatGPT, Claude, or Gemini, but no advanced AI knowledge is needed.
If you work on ads, emails, social content, landing pages, campaigns, offers, pricing, or customer journeys, the techniques are designed to be immediately useful.
The Presenter:
Jonathan Gabay
Jonathan Gabay teaches AI in Copywriting, Brand Storytelling, and Video Scriptwriting and Production Using AI Masterclasses for the Direct Marketing Association of Northern California.
Jonathan is an accomplished content writer, digital marketer, journalist, and lecturer renowned for collaborating with esteemed brands. He also serves as a trusted advisor to the media, offering insights into the latest developments in brand marketing and PR.
What sets Jonathan apart is crafting compelling brands and communication campaigns leveraging the power of AI.
Jonathan has published 17 books, including the university-level textbook Digital Marketing and AI Psychology, which explores digital marketing, artificial intelligence, and consumer psychology for students and marketing professionals.
Beyond writing and teaching, Jonathan advises many organizations on subjects spanning AI implementation, storytelling, video production, copywriting, crisis management, digital advertising, PR, marketing, and navigating the ever-evolving landscape of change. He is a senior lecturer at the University of West London, Oxford College of Marketing, and the Chartered Institute of Marketing.
From government entities to corporate giants and non-profit organizations to grassroots movements, Jonathan’s counsel is sought by those seeking to harness the transformative potential of AI and innovative digital marketing strategies.
Social media: https://www.linkedin.com/in/jonathangabay/
If you’re at all interested in AI and want to learn not to fear it but to embrace it, this workshop – and many of Jonathan’s other workshops – are for you. The ROI is so very obvious to me.
This course breaks down the key changes to marketing we need to know in this day and age. It gives you a guide on how to break into the public eye with your marketing.
