Ep #199: Patrick van der Burght: How They Make You Say YES — The Science of Persuasion
episode
Business Growth Architect Show: Founders of the Future
34 min
1 speaker
8 chapters
transcribed 17 days ago
Transcript
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Transcript generated automatically by AI and may contain errors.
What is ethical persuasion and why is it being misused?
You can use persuasion science ethically and unethically. You can use it to you know manipulate pressure, twist arms, and you can use it in an ethical way. The term ethical persuasion has been completely misused and misappropriated by many internet marketers who are anything but ethical. Three questions are, first of all, am I telling the truth? What I'm presenting naturally there in the situation? Would they be happy about it? If the answer is no, then chances are what you're proposing is not ethical either. With me today is Patrick Vanderberg from Ethical Persuasion Training and Consulting. And Patrick, I'm gonna take you to the most critical question right now, immediately. How can you tell the difference between
Ethical persuasion, attraction, or just good old fashioned pressure marketing? Um, that has to come from what the intention behind it is. And it is true that you can use persuasion science ethically and unethically. You can use it to you know manipulate pressure, twist arms, and you can use it in an ethical way. So I actually have had been standing on a soapbox about this many times. And I think that the term ethical persuasion has been completely misused and misappropriated by many internet marketers who are anything but ethical. So it's almost become a code word to hide unethical behavior behind the term ethical. So how do we figure this out? We use three simple question. It's not it's not foolproof, but it's a it's a nice filter to get an understanding of what we're thinking of implementing.
Three questions are, first of all, am I telling the truth? If you're lying about something, then the chances are is that that's not ethical. Then Second question is, is what I'm presenting naturally there in the situation? Not imported, not exaggerated, not counterfeited in any way. And so a good example here is um, and I hate to pick on the same industry the whole time, but mattress stores, right? You you see those big bank mattress stores on the side of the the roads, right? And you pass there and you're in the market for a mattress all of a sudden. And all of a sudden you start noticing these stores and oh oh my goodness, a fifty percent off sale. Ooh, right? So you run in, bargain to be had, and you might
Purchase and matches and you leave the store, you're quite happy And then two weeks later the sail is gone. And then two weeks later the sail's back on. And then now you start paying attention and there seems to be this six week cycle that they have a fifty percent off sale. Uh huh. You don't feel so good about your purchase that you made. You don't feel so good about the person you spoke to, you don't feel so good about the store anymore, and you certainly wouldn't rec anybody recommend anybody to go there. Now if you had um let's say a mattress line that you were no longer going to restock or There were materials that you know were needed to manufacture these mattresses, and that was not available anymore.
Those are all genuine reasons why you say, Hey, listen, we're clearing this out, there's going to be a sale. But just to reproduce a sale for the sake of it, that's not gonna work so well. And so, you know, if you're a business operator, you don't want to put yourself in that position where if we understand the science of persuasion, There's so much you can do to be much more successful from an ethical perspective. But if if we just circle back to those three questions. The first one was, am I telling the truth? Second one was, is what I'm presenting naturally there in the situation? And the third one is, is it wise? If I if I present this to my partner, as in the other party in this in this negotiation, in the in this deal, our client
If I present this offer and they said yes. Would they be happy about it? Would they come back to me in the future to do this again? And if the answer is no, then chances are what you're proposing It's not ethical either. And so if that's the case, then that might be that you're on a bit of a slippery slope, something risky that could backfire on you and damage your reputation.
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Chapters
8 chapters
1
What is ethical persuasion and why is it being misused?
0:00–5:30
2
How does the 3‑question test determine if a message is ethical?
5:30–9:51
3
Why do misleading “50 % off” mattress sales damage trust?
9:51–14:32
4
How do System 1 and System 2 thinking affect buying decisions?
14:32–18:44
5
What are Cialdini’s seven principles of persuasion and how can they be applied ethically?
18:44–22:48
6
How can reciprocity be used as a genuine give‑and‑take, not a sales trick?
22:48–27:41
7
Why does precise data (exact numbers) boost authority and credibility?
27:41–33:15
8
How does scarcity create urgency without feeling manipulative?
33:15–34:17