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2 days
Live in Amsterdam
Persuasion training · 2 days · Amsterdam
Your reader decides on feeling, not on your arguments. How much influence your words have depends on how you design that moment. In two days you learn how, for a conversation, an email or a proposal.
For communication professionals, marketers, policymakers, consultants and managers who need words to get things done.
What you learn here
You learn how your recipient really decides. You build your message on that, instead of on your own reasoning. On Monday you use it for your own email, proposal or campaign.
Make my message land →Behavioural Design Fundamentals · the next English edition is announced here · € 1,490 excl. VAT
Rather read it through first? Request the brochure →
10,000+ people trained · rated 9.3 out of 10 on Springest · EQAC-certified
Two days at the 's-Gravenhekje, Amsterdam
Do you recognise this?
The email with every argument
You listed the benefits, pre-empted the objections, added the numbers. Nobody replies. It was clear enough. There was just nothing in it that gave anyone a reason to move.
The campaign everyone understood
The audience knew exactly what you meant. The research proved it. And then hardly anyone did what the campaign asked. Getting it isn't doing it.
The proposal they called "clear"
You were complimented on the structure. Then it disappeared into a drawer. A proposal that is right is not yet a proposal someone says yes to now.
Better wording won't fix this. What works is designing your recipient's decision.
Not quite ready
The brochure has the programme per day, what you take home and what it costs. In your inbox within a few minutes.
What can you do after two days?
You do your recipient's sums
What do they gain, what do they lose, what do others do and how much effort does a yes cost. You use the SUE | Influence Framework© for that.
You frame on loss, norm and effort
You build your message on one force, instead of on every benefit at once. And you time your proposal or campaign for the moment someone chooses. You design that with framing and the SUE | SWAC Tool©.
You test small before it goes big
An email to ten people, a variant of the landing page, a conversation with the first two. You know whether your message works before the whole organisation sees it.
Together these steps are the Behavioural Design Method©. You learn all three on your own message.
What do the two days look like?
Two consecutive days · 's-Gravenhekje, Amsterdam · at most 16 participants · you work on your own message
How is this different from a persuasion skills course?
| Classic persuasion or presentation course | Behavioural Design Fundamentals | |
|---|---|---|
| What you practise | Your posture, argumentation and voice | Your recipient's decision: what moves them and what holds them back |
| Where it works | At the table and in front of a group | Also in an email, a campaign, a policy text and a form |
| What you take home | Tips and exercises | A design method plus the Behavioural Design Toolkit, applied to your own case |
| Length and group | Usually 1 to 2 days | 2 days, at most 16 participants, Amsterdam |
| Recognition | Varies by provider | EQAC-certified certificate, rated 9.3 out of 10 by participants |
Want to speak with more confidence in front of a group? Then choose a presentation course. Want people to do what your message asks? Then you're in the right place.
What is persuasiveness, really?
The people we call "natural persuaders" usually got early and frequent feedback on how they came across. What looks like talent is simply a lot of practice hours. With a method you catch up faster.
Persuasiveness works on four forces that steer every decision. Map those four clearly for one recipient. Then you stop hunting for words. They come by themselves, because now you know why someone says no.
Definition
Persuasiveness is the ability to design a message so that the recipient acts on it. It is a skill that works on four forces: what the recipient gains, what they lose, what others do and how much effort a yes costs.
Charisma draws people towards you. Persuasiveness gets them moving. So charisma helps, but it doesn't replace persuasiveness.
Trainers from practice
Trainer & consultant
Works where Behavioural Design meets people and culture strategy and wellbeing programmes. Helps organisations understand human behaviour and steer it in a positive direction.
Trainer & consultant
Combines behavioural science with sustainability and healthcare. She makes change stick, in people, in organisations and in society.
Trainer & consultant
Founder of the Behavioural Design Circle at ABN AMRO. More than 25 years of marketing experience where customer experience, propositions and behaviour change meet.
Product designer & UX strategist
Turns behavioural science into practical solutions in products and services. Teams that work with him innovate faster.
What participants say
SUE Behavioural Design gives you a powerful and practical framework to effectively influence customers and clients. They are focused on client insights that lead to changing behaviour.
Erik Jan Coenraad Marketing manager, KPN
I had very nice and inspiring days, with both insights and practical tips and examples to apply in my practice as a communication professional.
Karine van den Noort Communication expert and owner, De Communicatie Experts
In my projects, this led to surprising behavioural interventions and great satisfaction among my clients.
Josette Häger Strategic communication consultant
What you take home
€ 1,490 excl. VAT · including toolkit, lunch and certificate
Next start dates
Current start dates are loading.
Not for you if
Want to learn this with your whole team, on your own campaigns and proposals? See the courses for your team →
Frequently asked questions
By learning how your recipient decides, and designing your message around that. Collecting more arguments barely helps. You build that skill regardless of your personality. In two days you learn to make the diagnosis, design the message and test it small before it goes big.
By doing your recipient's sums before you write: what do they gain, what do they lose, what do others do and how much effort does a yes cost. Build your message on one of those forces instead of on every benefit at once.
Persuasion is about your message, influence is about the situation around it. On the course you learn both. This page is about the message: what you say, write and present, so that it lands.
For communication professionals, marketers, policymakers, consultants and managers who need words to get things done. You don't need any prior knowledge. Do bring a message or problem of your own.
Two consecutive days at the 's-Gravenhekje in Amsterdam, in groups of at most 16 participants. The next dates and the number of open seats are on this page.
€ 1,490 excl. VAT, including the Behavioural Design Toolkit, lunch, the EQAC-certified certificate, the BD × AI Mentor after purchase and membership of the BD Club.
No. Manipulation works against the interest of the recipient. Behavioural Design makes it easier to choose what someone wants themselves, and the ethical line is part of the course.
Further reading
Why a watertight line of reasoning rarely changes anyone's mind, and where the decision actually falls.
WritingHow to build a text around the reader's decision instead of around your own arguments.
PrinciplesWhat the six principles do and do not do, and how to use them without turning them into a bag of tricks.
Two days, 's-Gravenhekje, Amsterdam
Behavioural Design Fundamentals · € 1,490 excl. VAT · the start dates are further up this page