If you would like to experience this masterclass in our exclusive Physical or Hybrid format,
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Psycho Copy: Copywriting that Pops & Persuades

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

The Bestseller Masterclass

30 Sept 2020


9 Oct 2020


29 Oct 2020


USD 399 (Early Bird – Register by 6 Aug)
USD 499 (Standard – Starts from 7 Aug onwards)

Choose from our available dates:

21 Sept 2021

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

PSCHO COPY: Copywriting that pops and persuades teaches us to look at writing in a more scientific way – basically the science of writing art! Stuart is highly experienced and brings a breadth of knowledge and experience, is a great teacher and storyteller and puts us the right path for copywriting that actually works.

Truth Communications

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.

Senior Executive, Temasek Polytechnic

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.

Associate Director, Advancement, Singapore Management University

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

Very practical course, highly structured and lots of relevant learnings that I can apply to my work.

GMA Network Inc.

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

Business Development Executive, HDAP Consulting Malaysia Sdn Bhd

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 Hemalatha Siranjeevi at hemalathas@marketing-interactive.com or call +65 6423 0329 to book your seat now!

Speak to our Sales team for group discounts now!

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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.