The Science of Getting People to Say Yes (Ethically)

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In this episode of Imperfect Marketing, I sit down with Patrick Van Der Burght, a Cialdini Certified Trainer and expert in ethical persuasion. We explore how understanding the psychology of decision-making can transform the way we approach marketing, sales, and communication.

Patrick shares how discovering the science behind persuasion helped him move from struggling sales results to becoming a trusted authority on ethical influence.

We discuss:

How People Actually Make Decisions

• Why most decisions happen subconsciously
• The difference between intuitive thinking and logical thinking
• How short attention spans affect modern marketing

The Seven Principles of Persuasion

• Reciprocity, liking, unity, and social proof
• Authority, consistency, and scarcity
• Why these principles work across cultures and industries

Practical Persuasion Strategies

• How testimonials and social proof influence buyers
• Why framing messages around avoiding loss can be more persuasive
• The surprising power of leading with a weakness

Key Takeaways for Marketers

• Ethical persuasion builds trust and long-term relationships
• Small language changes can dramatically increase results
• Understanding human psychology makes marketing more effective

Whether you're in marketing, sales, or leadership, this episode reveals how small shifts in messaging can lead to stronger influence and better outcomes.

Connect with Patrick:
Website: https://ethicalpersuasion.com.au/
Facebook: https://www.facebook.com/ethicalpersuasion/
LinkedIn: https://www.linkedin.com/in/patrick-van-der-burght/

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