Blend Psychology, Personalisation, Testing, and GenAI to Optimise Every Word
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Write Copy That Feels Personal, Builds Trust, and Maximises Conversions
This course is for experienced marketers and copywriters who want to master advanced psychological principles, scale personalisation, and optimise every stage from inbox to landing page.
You’ll also learn how to train GenAI tools to create persuasive, brand-aligned drafts—without losing your ethical edge.
- Investment: £105
- CPD Certified
- Approximately 2 hours of expert video content
- Built for senior marketers, copywriters, and CRM strategists
- Includes cognitive science frameworks, AI prompt engineering, and testing best practices
Be the first to hear about this course and join our waitlist.
⭐⭐⭐⭐⭐
Rated 5/5 by marketers worldwide
Based on feedback from learners who attended the live version of this course
Course Objectives
By the end of this course, you will:
- Apply cognitive biases to ethically influence decisions
- Personalise messaging based on the 4 Buyer Modalities
- Layer emotional triggers without feeling manipulative
- Align email and landing page messaging for higher conversion flow
- Use GenAI to generate personalised, persuasive, brand-aligned copy
- Set up basic copy A/B tests to continuously optimise performance
“Words carry power — especially when guided by data, psychology, and GenAI. This course empowers you to write with precision, persuasion, and purpose.”
Kath Pay, Course Director, Holistic Email Academy
What You’ll Learn – Full Curriculum
Cognitive Biases and
Buyer Psychology in Email Copy
- Introduction to key cognitive biases that impact decision-making
- How to ethically apply psychological principles to boost engagement and conversions
Mastering the 4 Buyer Modalities
for Copy Personalisation
- Deep dive into Analytical, Assertive, Amiable, and Expressive buyer profiles
- How to layer modality-aligned language into unified, powerful messages
Emotional Layering and
Deep Persuasion Strategies
- Combining emotional triggers (hope, fear, urgency, belonging) strategically
- Balancing emotional persuasion with authenticity and ethical standards
Inbox-to-Landing Page
Alignment and Testing Basics
- Why consistent emotional and logical messaging across channels matters
- Introduction to A/B testing subject lines, CTAs, and landing page messaging
Using GenAI for Enhanced
Drafting and Personalisation
- How to brief GenAI for better first drafts aligned to psychological triggers
- Using GenAI to create dynamic, segmented, and personalised email content
Training GenAI for Persuasive
Copywriting and Brand Voice
- Teaching GenAI your brand’s tone, style, and persuasive frameworks
- Prompt engineering for persuasive, aligned, audience-specific messaging
All this for just £105!
CPD certified. Lifetime access. Updates included.
Who This Course Is For
Senior copywriters
and marketing strategists
CRM and lifecycle teams seeking next-level personalisation and persuasion
Content marketing teams
integrating AI into production workflows
Marketers
ready to use psychology, testing, and GenAI together for better outcomes
Why Take This Course?
Master Cognitive & Behavioural Science
Write for how people actually decide
Scale Personalisation Without Losing Authenticity
Scale Personalisation Without Losing Authenticity
Leverage GenAI the Right Way
Speed up drafting while improving quality
Be the first to hear when this course launches and join the waitlist.
Meet Your Tutor
Kath Pay, Co-Founder Holistic Email Academy
Kath is a pioneer in persuasive email copywriting, known for her ability to blend behavioural science with customer-centric messaging that converts. With over 25 years of experience, she’s trained thousands of marketers in writing for all four Buyer Modalities, leveraging cognitive biases, and applying principles of psychology to drive engagement. Kath’s expertise lies in crafting copy that’s not only strategic but emotionally resonant – ensuring every word works harder to inspire action.
FAQs
Is this course suitable if I’ve only just started using GenAI?
Yes—you’ll learn easy-to-use prompts and workflows even if you’re new to AI tools.
Will this help with both promotional and lifecycle emails?
Absolutely – everything you learn applies across journey stages and email types.
Does it cover subject lines, CTAs, and landing pages too?
Yes, full alignment from inbox to action is part of the strategy.
Is there a certification?
Yes, you’ll earn a CPD-accredited certificate after successful completion.
What Makes This Course Unique?
Modular, Self-Paced & Level-Specific
Each course is modular and designed for your level
Lifetime Updates
Stay ahead of trends with lifetime access to updated content, tools, and strategies
Grounded in Psychology
Go beyond guesswork
Get Certified
Showcase your mastery with a CPD-accredited certification
What’s Included in Each Course
Course Workbook
Your downloadable workbook includes checklists, templates, guided exercises, and note-taking prompts — designed to help you apply your learning immediately.
CPD Hours & Certificate of Completion
Earn 3.25 Continuing Professional Development (CPD) hours and receive a personalised certificate upon completion. Ideal for professional development plans and showcasing your new skills on LinkedIn, your CV, or in performance reviews.
1.5 Hours of Expert Video Content
Self-paced, high-impact lessons delivered by expert tutors — broken down into bite-sized, easy-to-follow modules.
Quizzes & Knowledge Checks
Short, practical quizzes are included to help you consolidate what you’ve learned and build confidence as you go.
Ready to Write Smarter, Faster,
and More Persuasively?
Blend emotional science, cognitive bias, ethical persuasion, and GenAI for truly high-impact email marketing.
Want first dibs on this course? Join the waitlist and we’ll let you know the moment it launches. You’ll also get our newsletter filled with expert tips, inspiration, and behind-the-scenes updates from the Academy.
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