Patrick Van der Burght: Ethical Persuasion Part 2 The Seven Universal Principles of Persuasion

By Jennie Bellinger | January 26, 2026 |

About Patrick Van der Burght: Patrick van der Burght is an international expert in ethical persuasion, influence, and decision-making. He is a business partner of Dr. Robert Cialdini—author of Influence: The Psychology of Persuasion—and a founding member of the Cialdini Institute, the only active, licensed Cialdini Institute worldwide.

A certified influence specialist and trainer across Australia and New Zealand, Patrick has spent over two decades teaching professionals how to persuade ethically, accelerate results, and build stronger relationships across sales, leadership, marketing, and team environments. He is also the co-author of How to Hear “Yes” More Often (2024) and host of the podcast Ethical Persuasion Unlocked.

In this episode, Jennie and Patrick Van der Burght discuss:

The seven universal principles of persuasion derived from Cialdini’s research
The distinction between genuine reciprocity and gated lead magnets as rewards
The roles of liking and unity in building rapport and a sense of shared identity
The use of social proof and authority to enhance credibility and influence
The impact of consistency and scarcity on ethical decision-making and behavior

Key Takeaways:

Ethical persuasion is not about clever wording; it is about aligning your message with how people naturally make decisions.
Clarity reduces friction. When buyers clearly understand what happens next, they feel safer saying yes.
Trust is built not through volume or urgency but through consistency, credibility, and honesty over time.
Authority works best when it is demonstrated rather than declared, especially in relationship-based sales models like direct selling.
When persuasion principles are applied with integrity, decisions feel easier, faster, and more empowering for everyone involved.

“Information is not really power. Application skill is power, and I would argue that you need confidence to go along with it.” — Patrick Van der Burght

Connect with Patrick Van der Burght:

LinkedIn: linkedin.com/in/patrick-van-der-burght

Facebook: https://www.facebook.com/patrick.burght/

CONNECT WITH JENNIE:

Facebook: https://www.facebook.com/badassdirectsalesmastery

Instagram: https://www.instagram.com/badassdirectsalesmastery/

Website: https://badassdirectsalesmastery.com/

Show: https://badassdirectsalesmastery.com/blog/

YouTube: COMING SOON!

LinkedIn: https://www.linkedin.com/in/badassdirectsalesmastery/

Email: jennie@badassdirectsalesmastery.com

Audio production by Turnkey Podcast Productions. You’re the expert. Your podcast will prove it.