The Science of Ethical Persuasion: How Decisions Really Get Made with Patrick van der Burght |...

In this episode of the BizBlend Podcast, host Sana sits down with persuasion expert Patrick van der Burght, a Cialdini Institute–licensed trainer and one of the first certified coaches in ethical persuasion. Together, they explore the seven universal principles of persuasion—reciprocity, liking, unity, social proof, authority, consistency, and scarcity—and why they work across cultures and industries. Patrick also introduces the principle of contrast, a powerful amplifier that can transform how people perceive choices.

Through real-world stories, from scuba shops to McDonald’s, Patrick reveals why persuasion is not manipulation when done ethically. Listeners will discover how small shifts in language, structure, and presentation can dramatically increase trust, clarity, and action in sales, leadership, parenting, and even everyday conversations.

This is a must-listen for entrepreneurs, founders, and professionals who want to cut through noise, build credibility, and communicate with impact.

About the Guest
Patrick van der Burght is a licensed trainer with the Cialdini Institute and a pioneer in ethical persuasion coaching. With decades of experience in sales, business consulting, and corporate training, he teaches leaders and organizations how to apply persuasion science to build trust and improve decision-making without manipulation. Patrick is the founder of ethicalpersuasion.com.au (https://ethicalpersuasion.com.au/), where he shares free tools, training, and programs to help professionals unlock the power of ethical influence.

Key Takeaways
Persuasion is not manipulation when grounded in ethics, clarity, and trust-building.
The seven universal principles of persuasion (reciprocity, liking, unity, social proof, authority, consistency, scarcity) apply in every culture and business setting.
Contrast can change how people perceive value, effort, or cost—making decisions easier and more favorable.
Social proof is more than testimonials—simple cues like “most popular” can increase sales across categories.
Authority grows not by bragging, but through credibility, transparency, and small self-disclosures.
Using precise details and numbers increases believability more than rounded figures.
Scarcity (fear of missing out) often motivates action faster than highlighting benefits alone.
These principles work everywhere—from sales calls to parenting, job interviews, negotiations, and daily communication.
Connect with the Guest
Website: ethicalpersuasion.com.au (https://ethicalpersuasion.com.au)

LinkedIn: Patrick van der Burght (https://www.linkedin.com/in/patrick-van-der-burght/?originalSubdomain=au) (searchable profile)

Free eBook + 7-Day Influence Challenge available on his site

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Disclaimer
This video is for educational and informational purposes only. The views expressed are the personal opinions of the guest and do not reflect the views of the host or Healthy Mind By Avik™️. We do not intend to harm, defame, or discredit any person, organization, brand, product, country, or profession mentioned. All third-party media used remain the property of their respective owners and are used under fair use for informational purposes. By watching, you acknowledge and accept this disclaimer.
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