COURSE Overview

In this course, you'll get to play some mind games. You'll learn to craft killer content with key lessons from cognitive psychology. At its core, writing great content is a form of psychology. How often are you asked to persuade people to click a button? Buy a product? Stay on a page? The words we choose and the voice and tone we employ wind up nestling deep into the subliminal mind, whether we know it or not. These words (and their placement) can influence someone to follow through, or drive them away forever. 

The purpose of almost any website is to convince the right people to take a certain action or set of actions. As customers, we like to think of ourselves as logical, yet 95% of our decisions are unconscious. In this course, you will learn how to weave cognitive psychology into your digital content. By the end of the day, you'll understand the basics behind how the way the human mind works, and be able to tap into the subconscious and identify opportunities to create persuasive triggers to boost engagement, leads, and conversions. 

Objectives & Activities

In this class, you will learn (and practice!) cognitive psychology techniques from the field neuromarketing. This course is updated frequently, based on new research being published on this hot topic. By the end of this course, you will be able to:

  • Write more persuasive content
  • Evaluate digital products for opportunities to add persuasive triggers
  • Describe the different parts of the brain, and how people make decisions online
  • Understand what part of a customer's brain is engaged at each point in their journey
  • Select the right persuasive technique for the micro-moment

This is one of those courses that lingers with you long after you leave the classroom, in ways you did not expect. Once you sleep on it and start thinking about how to apply this in different areas of your work and life, feel free to choose an expert in neuromarketing to schedule your mentor-hour with. Bring to your mentoring session your real-world situations and toughest challenges. You'll receive a list of mentors who specialize in neuromarketing during this course.  


This course is one of six courses required for the UXMA Content Strategist Certification. This certification also includes mentor-coach hours and a performance assessment. 

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