*** For ProCopywriters members only *** In this webinar Richard Shotton, author of The Choice Factory, will discuss how behavioural science can be applied to advertising. He'll take you through the Nudge Unit's EAST framework which provides a simple and effective approach for harnessing the discipline. He'll cover the main principles of EAST (make it easy, attractive, social and timely), discuss some relevant experiments and, most importantly, point out how you can apply the findings to your work.