Most heart-led coaches flinch at the word "persuasion." They hear it and think manipulation — making someone do what they don't want to do. Patrick van der Burght has spent twenty-five years proving the opposite: that real persuasion is, by definition, ethical, and that its whole job is to allow a yes that's already there to come out.
Patrick is a Cialdini Certified Trainer, a founding member of the Cialdini Institute, and a business partner of Dr Robert Cialdini — whose book Influence is one of the most widely-read business books ever written. He came to this work exactly where a lot of my audience lives: a sales rep who wanted to be better at selling, but wasn't willing to lie or cheat to do it.
What we get into:
Why roughly 95% of decisions are made by the intuitive brain — and why piling on logical reasons actually costs you the yes
The real line between ethical persuasion and manipulation (and the "credibility craters" fake urgency leaves behind)
Your internal dialogue is persuasion too: why "I'll lose business without it" moves you more than "I'll get more business"
A fast, practical walk through all seven of Cialdini's principles — reciprocity, liking, unity, social proof, authority, consistency, scarcity
Why the free e-book you trade for an email isn't reciprocity — and what is
The hidden costs of unethical tactics: stressed staff, higher turnover, lost trust
Patrick's gift to you: a genuinely generous free offer — 35 days of course access with live Q&A, a no-email-required e-book, and a 7-Day Influence Challenge — at ethicalpersuasion.com.au/free-influence-persuasion. He also hosts the podcast Ethical Persuasion Unlocked.
Go deeper: my free guide Go Three Levels Deep → zenright.com.au/go-three-levels-deep
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