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Most sales scripts fail for a boring reason: they assume people decide with patience, logic, and unlimited attention. They don’t. We talk with Patrick Van der burt, an ethical persuasion trainer based in Australia, about how real decisions get made and why so many prospects aren’t rejecting you they’re freezing in indecision.

Patrick connects Daniel Kahneman’s System 1 vs System 2 thinking to what we see every day in marketing, rent-to-own (RTO) sales, retail, lending, and leadership. When we “help” by piling on details, we often create uncertainty and delay. The goal of ethical persuasion is to make a good decision easier to recognize without manipulating anyone, because trust is the asset that compounds.

From there we get practical with Dr. Robert Cialdini’s seven universal principles of persuasion: reciprocity, liking, unity, social proof, authority, consistency, and scarcity. You’ll hear memorable examples you can use immediately, like why a gated “free” download is not a gift, how co-creation builds unity and buy-in, how to use social proof that matches the person in front of you, why a perfect 5.0 review score can feel suspicious, and how precise numbers can boost credibility. We also dig into scarcity and loss framing, plus a lightning round on the research that surprises even seasoned operators.

If you want better conversions, stronger relationships, and fewer stalled deals, listen all the way through, then subscribe, share the episode with your team, and leave a review with one idea you’re going to test this week. What principle will you apply first?

FREE Give-Away:Downloadable e-book (no email required, just download), and/or 7-day Influence Challenge: https://ethicalpersuasion.com.au/free-influence-persuasion/

Social Media and Podcast LinksWebsite: https://ethicalpersuasion.com.au/Podcast ‘Ethical Persuasion Unlocked’ : https://ethicalpersuasion.com.au/podcast/
Youtube: https://www.youtube.com/@ethicalpersuasion
Linkedin: https://www.linkedin.com/in/patrick-van-der-burght/
Facebook: https://www.facebook.com/ethicalpersuasion/
Instagram: https://www.instagram.com/ethical_persuasion/
Twitter: https://x.com/yesmoreoften
TikTok: https://www.tiktok.com/@ethicalpersuasion
Book: https://yesmoreoften.com/
Profile: https://patrickvanderburght.com

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