The Psychology of Member Engagement

17/10/19 09:30

The Psychology of Member Engagement
Master the Art and Science of Persuasion

Why do some benefits capture your members’ attention while others flop?

What makes members engage with certain services again and again and others never at all? Is there an underlying pattern member behaviour?

In this unique TAF training course, you are offered new insights into the art of winning members over.

When it comes to engaging members, success can begin before you say a word. It isn't just what you say or how you say it that counts, but also what goes on in the minds of your members.

Apparently insignificant visual cues and seemingly unimportant details can prime people to say "Yes" or “No” even before they are asked. As you’ll learn in this workshop, if you can understand and apply tools of persuasion, you will better be placed to find, win and keep your members engaged.

Drawing on the latest research, and packed with fascinating case studies, the Psychology of Member Engagement is a masterclass in enhancing your powers of influence.

Course Outline (draft)

• Introductions
• The Science of Persuasion – an overview
• How the brain works
• How the Mind is constructed
• Understand their Hopes and Fears
• Apply the Seven Drivers of Human Motivation
o The Need to Belong
o Habits
o The Power of Stories
o Carrots and Sticks
o Instincts
o The Desire for Mastery
o Tricks of the Mind
• Trigger Social Pressure
• Optimise your Messages for maximum impact
• Encourage them to act
• Retain their loyalty
• Turn them into raving fans
• Case Studies and Real World strategies
• Summary and close

Key Benefits

Attend this workshop and you will:

• Better understand another’s perspective
• Be able to make your messages clearer
• Build better relationships with members
• Be more influential and persuasive
• Learn simple changes that have a big impact


This workshop is suitable for anyone in marketing or member facing role and those who would like to brush-up on their influencing skills. No prior knowledge is required. Suitable for those in supervisory and management positions from junior to mid-level seniority who must:

• Present at Boardroom level
• Persuade and influence colleagues internally
• Give sales presentations
• Deliver information to clients

Course Material

All delegates receive all the slides, workbooks and other supporting material. Post-course support, via email and telephone, can also be provided if required.

All delegates receive all of the slides, workbooks and other supporting material. Post-course support, via email and telephone can also be provided if required.

The Trainer:
Andrew Lloyd Gordon
Andrew Lloyd Gordon is a trainer, speaker and digital marketing consultant.

After studying for an MA at Warwick Business School, Andrew started his digital marketing career in 1997, when he helped launch and promote

After 4 years at, Andrew eventually went onto become MD of the business after turning it into the leading jobs board for Higher Education in the UK and across the world. At the height of the dot com boom, Andrew was headhunted to help launch a number of high-profile start-ups.

Once the dust had settled after the dot com crash, Andrew began working with the complete range of public and private organisations to help transform them into digital organisations. For the last 20+ years Andrew has consulted on digital projects in the UK, USA, Ireland, Holland, Italy and Germany.

As a qualified and experienced trainer, Andrew has worked with clients such as the UK Cabinet Office, Bose, UCAS, Kings College London, Universal Music, the NHS and many others. He is also a trainer for Google’s flagship digital marketing training programme, ‘We Are Squared’. He also recently authored the digital marketing content for the ‘Advanced Digital Business Leaders’ (ADBL) programme.

Andrew regularly speaks at a wide range of conference and events in the UK and overseas. These have included the Commonwealth’s University Association conference in Trinidad, a European Union Science and Technology fair at MIT, Cambridge USA and a Google conference in Dublin, Ireland. He has also been invited to speak at prestigious conference in the UK such as Reed Business Information’s Digital Conference and as a panel member at the AutoTrader Digital Conference at the Ricoh Arena. Andrew is also a regular guest lecturer at several UK business schools such as Warwick, Aston, Lancaster and Nottingham.

09.30 - 16.30/17.00

Lunch and all refreshments included.

99 Bishopsgate

£275 + VAT per person

To reserve your place on this workshop please email ASAP

Cancellations must be made in writing to by Tuesday, 17 September 2019, we cannot offer a refund after this date.
TAF is not liable for any travel costs associated with our events.


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