Psycho Copy: Copywriting that Pops & Persuades

How to captivate, convince and convert better by leveraging the neuroscience in your copywriting

The Bestseller Masterclass

27 May 2020


1 June 2020


15 June 2020


USD 399 (Early Bird – Register by 15 July)
USD 499 (Standard – Starts from 16 July onwards)

Choose from our available dates:

22 July 2020

9am to 3pm (GMT+8)

12 August 2020

9am to 3pm (GMT+8)

26 August 2020

9am to 3pm (GMT+8)

Course Introduction

Psycho Copy : Copywriting that Pops & Persuades

How to captivate, convince and convert better by leveraging the neuroscience in your copywriting

An average person is exposed to at least 5000 advertisements in a day and people are becoming increasingly sceptical towards sponsored content. One’s biggest challenge as a content creator would be to stand out from the rest – be it to captivate audiences so they would be more interested to read the content, or to ensure that one’s messaging would stand out among all the others.

Pop-psychologist and best-selling storyteller Stu Lloyd shines a light on the dark art of persuasive copywriting, giving you a grab-bag of science-based practice-proven hacks to hit, hold and harvest your audience.

Virtual Masterclass Format


5 hours of intensive LIVE masterclass session


One (01) hour of One to One coaching session with Trainer post masterclass


Training slides, handouts and materials


What Clients Are Saying

Stu has succinctly summarised heavy copywriting techniques into bite-sized fun bursts of knowledge! I was immersed in the entire experience and took home practical skills.

–  Kavitha Sundralingam, Temasek Polytechnic

Stu was very clear and comprehensive and delivered the course concisely. The course has armed us with the tools to make our copywriting more engaging with tinge of Neuroscience. A must-sign up course for those involved in copywriting!

–  Mandy Kho, Schneider Electric South East Asia (HQ) Pte Ltd

Stu created a streamlined masterclass that really enlightened me on the art of copywriting. Very satisfied with the engaging content and concise explanation

–  Alexis Wong, Arturn Communications

Stu is a great and highly recommended trainer. Learnt new tips even though I have been in communications field for close to 20 years. The session was very good and appreciate the different approaches to copywriting.

–  Michelle Elias, Singapore Management University

Great! Best course I have taken so far. Stu is an expert in his field. 10/10!

– Director, Pfizer

Fantastic! Inspiring, fun, practical – some of the best training in my 25-year career. What Stu does so well is combine psychology research and present it in a way that is meaningful for everyone. That’s his magic dust.

– Managing Director, IPSOS, South East Asia

This course is a great facilitation and sharing of knowledge on copywriting by the trainer, easy to follow and practical. This course makes me feel as if I am an established copywriter. The theoretical part of copywriting is balanced with the practical part of it, especially to a beginner in copywriting like me

– Munira, HDAP Consulting Malaysia Sdn Bhd

This course was very useful, gave an understanding on neuroscience which allows us to apply it in copywriting. Stu cited extraordinary case studies to get inspired from. This course definitely will help me in crafting copy for my primary audience and help to connect with them

–  Priscilla Maran, Tripartite Alliance Limited

Very inspiring and engaging teacher with highly positive energy. I learned a lot!

–  Senior Consultant, APAC, Hootsuite.

You have transformed the team in a day!

– Director O&D, Asia Pacific, Colgate Palmolive.

Your workshop helped me to cut through the clutter of information and data to find the real story.

–  Marketing Director APAC, Adobe.

The Trainer

Stu Lloyd

Chief Hothead, consultant and training director
Hotheads Innovation Limited

Stu Lloyd has operated at the intersection of creativity and commerce for 30 Years. A former award-winning advertising strategic and creative director for Ogilvy & Mather, Saatchis, Bates, etc, around the Asia Pacific, Stu built a $20m ad agency in Singapore from scratch, exiting by on-selling to FCBDraft.

More About The Trainer

Stu has lived in Hong Kong, Singapore, Thailand and China since 1987, and was once described by Nury Vittachi of HK Standard as “an honorary Asian.”

A serial entrepreneur, Stu is one of Asia Pacific’s most widely published travel writers with features in National Geographic Traveler, Travel + Leisure, etc, and was voted one of the world’s favourite 100 travel writers. “The perfect storyteller,” according to The Telegraph, UK.

He has written 6 books with sales of over 100,000 copies (best-seller list in 3 countries). Currently writing “First Birds to Fly” about innovation and maverick minds at work in Asia. Previously also contracted as a songwriter by Warner Bros publishing.

Stu also emceed the TEDx “Creativity & Collaboration” conference, facilitated a Seth Godin ‘Lynchpin’ meet, and is on the WIRED magazine readers’ panel. He has chaired panels and addressed hundreds of conferences around Asia Pacific.

A founding lecturer at the Institute of Advertising, Singapore, Stu was directly accredited to train by the father of lateral thinking, Dr Edward de Bono, and has consulted on creativity and run workshops for Citibank, Accor, Jabra, PATA, Flextronics, China Institute for Innovation, Tourism Malaysia, University of Washington, Unilever, and SHELL among many others.

He has a degree in Psychology and Mass Communication, and enjoys shredding on the ukulele, motorcycle touring, and reading Wired, Fast Company and Psychology Today magazines.


Course Agenda

  • Learn the biggest problem and challenge for communicators as well as how to resolve this
  • Understand neuroscience on words on your audience’s brains
  • Learn the relationship of emotions and feelings, arousal and avoidance, and use of negative emotions in copywriting
  • Learn how to plan templates to map and design the chemical journey
  • Learn 7 ways to spark and spike your creative content cocktail, including lessons from Katy Perry and Max Martin
  • Learn different copy approaches depending on audience risk profile
  • And many more!

Timing – 9am to 3pm (GMT+8)

9.00am – 11.30am
Part 1: Creating Chemical Reactions
Part 2: Your Juice Boosting Psycho-Copy Toolbox (Part 1)

12.30pm – 3.00pm
Part 3: Your Juice Boosting Psycho-Copy Toolbox (Part 2)
Part 4: Wrap Up – Hey, I can do this!

Contact Eza at or call
+60 12-728 6782 / +65 8385 2775 to book your seat now!

Contact Kheeran at or call
+65 8598 5965 / +65 6423 0329 to book your seat now!

Request For Full Agenda

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Key Takeaways

How You Can Benefit!

  • You will understand the headspace of your audience better.
  • You will learn ways to trigger neuro-transmitter chemical reactions in them, to make them more receptive to your message.
  • You will be able to design Emotional Journeys for them, tailored to your desired commercial outcomes.
  • You will learn and practice several copywriting techniques and hacks.
  • You will gain greater confidence in the use of the ‘dark arts’ of persuasive copywriting (and promise to use it ethically).
  • You will outperform with your words in your personal and professional life.

Who Should Attend

  • Content Creators
  • Copywriters
  • PR Executives
  • Marcomm Executives
  • PR Managers
  • Marcomm Managers
  • And anybody who needs to get their messages across impactfully and effectively.

Masterclass Pricing

USD 399 (Early Bird – Register by 15 July)
USD 499 (Standard – Starts from 16 July onwards)

Choose from our available dates:

22 July 2020

9am to 3pm (GMT+8)

12 August 2020

9am to 3pm (GMT+8)

26 August 2020

9am to 3pm (GMT+8)