3/31/2025 2:00:00 PM
Toronto @ 10:00AM - 12:30PM ET CMA Training

Captivate: The Psychology of Persuasion for Impactful Sales & Marketing

Members: $248

Non-Members: $495

Members and Chartered Marketers* preferred pricing will be automatically applied. *Must be in good standing.

Location: Canadian Marketing Association
145 Wellington St. W Suite 203 Toronto Ontario M5J 1H8 Canada
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There is no role in marketing or sales that doesn't rely on your ability to influence and persuade. As a marketer, you are constantly negotiating, whether it is selling a new campaign idea, working with your agencies or in discussion with your vendors. 

Contrary to what most people think, influence and negotiation are learned skills, and very few people are born with the natural talent of perfect communication, especially under pressure. 

While many of us have logical frameworks and processes we follow, the world of psychology and behavioural science holds a treasure trove of concepts and tools that can make you more effective, and improve your outcomes in sales and marketing.  

To address this opportunity, we scour the research on persuasion and influence to bring you the most actionable way to increase your impact. 

The session begins with an overview of the emotional nature of decision making, brought to life with real world marketing examples. This leads to the 3 Basic Human Truths of persuasion and change which is a framework that you can apply to almost any scenario. 

From there, we jump into some of the most powerful, tactical psychological concepts with examples and interactive exercises to help you learn to apply them to common challenges faced by marketers.

By the end of the session, all participants will have a better understanding of the psychology of change and decision making, key tactical approaches to improve their powers of persuasion and spend time ideating how to apply to their current business challenges. 

Group rates: CMA offers special rates for groups of 6 or more. Please reach out to learning@thecma.ca to take advantage of group rates. 

  • The Power of ‘No’
  • The Status Quo Bias
  • The MAYA Principle
  • Anchoring
  • Priming

  • Understanding the psychology of influence and persuasion 
  • Learning the 3 Basic Human Truths of change and decision making 
  • Applying key psychological principles in your day to day role and marketing campaigns 

Marketers of all levels will benefit from this course as it provides a foundational understanding and practical use cases of psychology in the workplace and in marketing executions. Most commonly, participants are early to mid career marketing professionals looking to drive more impact and accelerate their careers.

Darren Chiu, Co-Founder and Speaker, Captivate

Darren Chiu is the co-founder of Captivate, providing tactical tools to help you increase your powers of persuasion. He is a sought after speaker on the psychology of persuasion and has appeared at industry events, conferences and corporate training programs. 

Beyond Captivate, Darren is a Strategy Lead at Google, helping brands across all industries develop best in class marketing strategies. With over 12 years of industry experience, Darren’s passion for communication doesn’t stop at the world of business and sales. In his spare time, Darren moonlights as a comedic storyteller, stretching his creativity and perspectives beyond the boundaries of his professional life. As a recognition of his dedication and expertise, Darren was selected as an Emerging Leader in Advertising & Sales by The Peak in 2023.

Cancellation or transfer of registration must be received by e-mail to learning@thecma.ca no later than ten (10) business days prior to the date of the training to receive a full refund. No refunds will be given for cancellations made less than ten (10) business days prior to the training date. If you registered for a training but are unable to attend, substitutions* are welcome any time prior to the original registration training date at no extra cost.

*Substitutions refer to the transfer of a registration from one individual to a colleague

speaker

Darren Chiu

Co-Founder and Speaker

Captivate

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