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Psychology-Based Marketing & Emotional Branding Online

Want the benefits of face-to-face learning? Take the Psychology-Based Marketing & Emotional Branding In-Person Course.

“If 90% of your customers’ thoughts are unconscious, why do you keep marketing to the other 10%?”

June 9 - July 21, 2017, Every Friday
1:00 - 2:30pm EST


To get big results in any market climate, you must understand consumer psychology and what really drives choices and loyalty, consciously and unconsciously. Marketing without psychological relevance falls short every time. This course is designed to introduce participants to the fundamentals of human psychology that have a big impact on response to marketing and purchasing behavior.

The sessions will share insights about consumer psychology that drives behavior, the five critical elements for consumer happiness, what gets attention from the unconscious mind, what inspires our conscious behavior, and how to develop direct marketing campaigns that create engagement, loyalty, and brand passion. Partnerships will discover how the unconscious mind drives attitudes toward brands and their messages, and how to appeal to the psychological triggers of choice. Even experienced marketers will be surprised to learn how color, words, images, and other creative elements impact attitudes toward brands, engagement, and results.

Beyond learning critical psychological fundamentals and theories upon which successful campaigns are built, participants will learn how to develop a step-by-step comprehensive marketing program utilizing these insights. The course will culminate with psychology-based marketing audits for attendees choosing to submit their materials for class review. Upon enrollment for the course, participants may submit their material for review. The course instructor will select as many submissions as possible to review in the last session of this course.


  • Psychology that drives decision processes, attitudes, and behavior, e.g., Freud’s Id, Ego and Super Ego influences
  • Fundamentals of Behavioral Economics and how these critical findings apply beyond the finance world
  • Examples of emotionally powerful ads vs. entertaining ads that don’t sell
  • Appealing to different consumer mindsets – the optimist, the skeptic, rational vs. irrational, practical vs. risk taker, and so on
  • The psychological impact of color, images and how different colors connect or disconnect consumers to your brand
  • How creative - colors, font, layouts and more - unconsciously creates perceived brand attributes, good and bad
  • Creating religious-like loyalty by borrowing from the “Church”
  • Modeling and managing data to align with psychological influences
  • Assessing data intelligence for long-term strategies

About The Instructor

Andrea Syverson
Andrea Syverson is the founder and president of IER Partners, which has guided and strengthened brands of all sizes with savvy best practices for creating cu... Read More »

Course Pricing

  • dollar Member - $599
  • dollar Non-Member - $999

Early Bird Discount! Register up to 8 weeks prior to the start date for 20% off the above rates. Price reflected at checkout.

See The DMA Member Benefits »

Course Duration

  • 6 weeks

Week 1: Introduction to Human Behavior
Getting through to today’s distracted and complex consumer mind:

  • Driving values
  • Shopping behavior trends
  • Distractions we can’t ignore
  • Generational drivers
  • Emotional segmentation
  • Behavioral segmentation
  • Purpose driven brands– how purpose drives profits and then some

Week 2: Psychological Drivers for the Ages

  • Trust and loyalty
  • Behavior triggers – survival vs. risk
  • Loss and reward influences
  • The role of authority and scarcity in choice
  • Marketing to skeptics and other naysayers
  • Marketing to the irrational mind
  • Happiness drivers and how to appeal to them in marketing
  • Color psychology
  • The power of fun

Week 3: Creative elements that increase emotional appeal and engagement

  • Words and offers
  • Colors and fonts
  • Graphics
  • Layout and eye scan patterns
  • Review of ads that work: psychological relevance vs. entertainment value
  • Case Study: Increasing Revenue by 640%
    • This case study will show how psychological relevance increased revenues over a control piece by 640% and achieved a 31x ROI for a completely unnecessary luxury product in the middle of an economic recession.

Week 4: Guest Presentation on Big Data

  • How can marketers monitor and respond to customers changing moods and attitudes in real time
  • Adding emotional appeal to Just in time marketing processes to increase action and ROI
  • Creating Psychological Profiles from Research, Data, and Human Nature
    • Emotional references
    • Generational, social, cultural, and educational influences
    • Levels of advisability
    • Personality types within the category
    • Values associated with defined lifestyles
    • Responses to discovery surveys identifying the processes, needs and values associated with purchase
    • Analysis of transactional and compiled data

Week 5: Using Psychology to Build Religious-like Loyalty and Evangelism

  • Building on the Pillars of Religion
  • The power of congregations in driving choice, behavior, loyalty
  • How to spark a social movement for your brand
  • Examples of moving campaigns with religious-like appeal and emotional power
  • Case study: How Obama won 2008 through “religious” practices

Week 6: Putting it All Together
Executing a Psychological Relevant Direct Marketing Program

  • Discovery – research to identify emotional triggers
  • Analysis of customer groups: emotional, generational, culture, age, demographic and other influencers
  • Psychology profiles
  • Messaging strategies
  • Creative for A/B tests or more
  • Data analysis and modeling strategies
  • Testing: Setting up a multi-variable test to determine best creative, offers, messaging and data strategies

Direct Feedback: Review of participant’s existing campaigns
Each participant will be asked to submit an example of a current direct marketing campaign or mailer that can be reviewed by the instructor and class. Two to three submissions will be chosen for discussion during the final session of the class. If time allows, more will be reviewed.

Are you just dying to attend one of DMA’s Education seminars this year, but you’re not sure how to convince your boss to let you attend? Try one of these approaches.

  • “I know budgets are tight, but this is an opportunity that pays for itself instantly. A single tip from any of the DMA seminar could pay for the costs of the whole training. I’ll be learning secrets from practicing experts and industry thought leaders.”
  • “I’ll become more proficient in industry best practices, as well as on the latest tactics and technologies in today’s ever‐evolving marketing landscape. From direct mail to data governance, social media to email marketing; the DMA has all of our needs covered.”

I can share what I learned after the seminar; maybe host a brown‐bag working lunch and present the team with all the new techniques, strategies, and ideas I’ll come back with. Combining my own notes and ideas with the session handouts provided by the DMA, I’ll have plenty of inspiration and information to share when I return. Besides… this’ll allow everyone to get trained all for the price of sending just one person; and the team will definitely appreciate the opportunity to find out about the latest strategies used by many of our competitors today.

Still presenting itself as a hard sell? Inform your boss that your course can go on their accomplishments at the end of the year for their review: “Trained staff to improve results!” This is a win/win.

Want to do even more with this topic? Join our Customer Engagement & Loyalty Community and participate in knowledge sharing, best practice development, leadership building and networking with DMA members from across the globe. Please note, you must be a DMA member to participate in this group.
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