How do small, costless changes to your communication lead to massive results? A real estate agency increased appointments by 20% with a single new sentence. Bose increased sales by 45% by changing one headline.

These aren't magic tricks; they are practical applications of science.

In this foundational episode, Patrick van der Burght introduces the 7 Universal Principles of Persuasion as defined by Dr. Robert Cialdini. These principles are powerful, ethical, and scientifically-proven "decision triggers" that help motivate human behaviour. You'll get an overview of each principle, supported by fascinating research, and learn why "knowledge" of these principles isn't enough—you need "application skill."

In This Episode, You'll Learn:

✅ The 7 Principles Defined: A clear introduction to Reciprocity, Liking, Social Proof, Authority, Consistency, Scarcity, and Unity.

✅ The "Contrast Phenomenon": What it is and how most professionals are actively using it the wrong way, working against their own goals.

✅ The 3-Question Test for Ethics: How to ensure your persuasion is ethical.

✅ Shocking Case Studies:

Reciprocity: How a small, low-cost gift increased conversion rates by 94.4%.

Consistency: How a small prior commitment increased donations by 65.2%.

Authority: How a business suit made 350% more people follow someone.

Social Proof: Why a perfect 5-star review average is not the most persuasive score.

✅ The Difference Between Knowledge & Power: Why knowing the principles is useless without the application skill and confidence to use them.

The 7 Principles at a Glance:

Reciprocity: We feel obligated to give back to those who have given to us first.

Social Proof: We follow the actions of others, especially when we are uncertain and they are numerous or similar to us.

Scarcity: We want more of the things we can have less of. We are more motivated by the fear of losing something than by gaining it.

Liking: We prefer to say "yes" to people we like. We like people who are like us, who like us, and who give us genuine compliments.

Authority: We follow the lead of credible, knowledgeable experts and those who have the aura of authority.

Consistency: We feel an internal pressure to act consistently with earlier actions or statements we have made.

Unity: We favour those who we consider part of our "we"-group. This is about shared identity and a feeling of "we-ness."

❗️ Your Ethical Persuasion Challenge ❗️

Ready to move from knowledge to action? Don't just listen—apply. Here is your 3-step challenge based on the principles you just learned.

✅ Make a Commitment (The Principle of Consistency): If you want to master this skill, the first step is committing to your own learning. Hit "Follow" or "Subscribe" on your podcast app right now. It's a small, simple action that makes you 514% more likely to stick with it (as we learned in Episode 1!).

✅ Return the Favour (The Principles of Reciprocity & Social Proof): If you received value from this episode, here's your chance to return it. Please take 30 seconds to leave a review on Apple Podcasts or Spotify. This act of Reciprocity is the single best way to provide the Social Proof that helps other ethically-minded professionals discover this community.

✅ Build Stronger Relationships (The Principle of Liking): Share this episode with one friend, colleague, or someone in your network who you know would value and benefit from this. By helping them achieve their goals, you will activate the Principle of Liking towards you, and the likelihood that they will say YES to you in the future increases.

PRO TIP...

Welcome back to Ethical Persuasion Unlocked!

The book Influence has sold over 7 million copies and is consistently called the best business book of all time by industry titans like Warren Buffett and Sir Richard Branson. But who is Dr. Robert Cialdini, and what did he do to create such a definitive, science-backed text on human behaviour?

In this episode, we honour the "Godfather of Influence" and explain how his dedication to real-world research uncovered the universal drivers of decision-making. We show you how consciously understanding his Principle of Authority is the first step to accepting and applying the high-value insights available to you here.

In This Episode, You'll Learn:

The Ultimate Authority: Why business leaders (including Tony Robbins and Tobias Luttke) and Nobel Prize winners alike unanimously praise Dr. Cialdini's work.

The Real-World Lab: The extraordinary three-year, undercover journey Cialdini took—enrolling in sales training and observing recruiters and lobbyists—to gather unfiltered, credible data.

The Timeless Principles: How Cialdini looked beyond industry differences to find the six (and later seven) universal psychological drivers that are relevant today, regardless of how much technology changes.

Knowledge vs. Application Skill: The critical difference between reading the book and developing the confidence and skill to correctly apply the science in your sales, leadership, and communication.

Protecting the Legacy: The creation of the Cialdini Institute and how it makes this knowledge and formal training more easily and economically accessible to organisations and professionals like you.

Endorsements (The Authority Principle in Action)

Sir Richard Branson (Virgin Group): "...Dr. Robert Cialdini is the go-to expert in the field of influence and his book should be on every entrepreneur's shelf."

Warren Buffett (Berkshire Hathaway): "Influence is one of the best business books of all times."

Daniel Kahneman (Nobel Prize Winner): "Bob Cialdini is a great observer and keen observations have been the key to some of his great work."

Your Commitment Challenge!

Dr. Cialdini’s research on Commitment and Consistency is powerful. Now that you understand the value available here, make a commitment to your professional growth!

✅ Post on LinkedIn or your preferred social platform.

✅ Tell your network: "I just listened to the latest episode of Ethical Persuasion Unlocked and I'm committed to learning how to influence ethically. Cialdini's story is incredible. Tune in now!"

✅ Share the episode link and help build our community of ethical professionals.

Deepen Your Ethical Persuasion Skills: Download our complimentary, science-backed guide on applying the seven principles in your next sales pitch.

Welcome to the first episode of Ethical Persuasion Unlocked! Many seasoned professionals make avoidable communication mistakes that cost them daily in lost sales, inefficient leadership, and wasted effort. The problem isn’t a lack of trying; it’s a lack of understanding the science behind how humans make decisions.

This episode introduces the foundational principles of ethical persuasion and shares a jaw-dropping study that proves how one small adjustment can lead to a 514% increase in success. If you want to stop guessing and start influencing, this is where your journey begins.

In This Episode, You’ll Learn:

• The Devastating Cost of Inaction: Why not knowing the science of influence puts you in the “14% group” destined to miss out on opportunities.
• The Power of Public Commitment: An in-depth look at the University of North Carolina study and how making commitments public dramatically increases follow-through.
• A Universal Skillset: How these principles apply across all roles—from sales and leadership to customer service, HR, and even negotiations with your kids.
• The 3 Pillars of Ethical Persuasion: How this science works to build relationships, reduce uncertainty, and motivate action.
• Why Facts Aren’t Enough: Understand why rational arguments often fail and how providing mental “shortcuts” makes it easier for people to say YES.
• Your First Actionable Challenge: A simple, costless step you can take right now to increase your own follow-through on your goals.

Key Research Highlight

At the University of North Carolina, researchers worked with students on academic probation.

• Group 1 (No Goals): Only 14% improved their grades enough to stay.
• Group 2 (Private Goals): Also, only 14% improved their grades.
• Group 3 (Public, Written Goals): An incredible 86% raised their grades enough to stay in school.

That’s a 514% increase in effectiveness, simply by making a commitment active, voluntary, and public. This single insight can change how you finalise agreements and manage teams forever.

Complimentary Persuasion Tools

Downloadable e-book (no email required) or 7-Day Influence Challenge by email

Patrick’s Social Media Links

Podcast – Youtube – Linkedin – Facebook – Instagram – Twitter – TikTok – Book Page

Some Research Links of...