The Science of Ethical Persuasion — Strategies to Hear “Yes” More Often with Patrick Van Der Burght

In this episode of The Thoughtful Entrepreneur, host Josh Elledge speaks with Patrick Van Der Burght, SHIELD Certified Coach, Sydney Institute licensed trainer, and founder of Ethical Persuasion. Patrick shares how ethical persuasion—rooted in behavioral science—can drastically improve how you communicate, sell, and lead. He explains why persuasion isn’t about manipulation but about building trust, creating clarity, and helping others say “yes” to what’s right for them.

Master the Psychology of Persuasion Without Manipulation

Patrick Van Der Burght’s approach begins with reframing what persuasion really is: not trickery, but a science-based method to guide decision-making ethically and effectively. Drawing on the seven universal principles of persuasion—reciprocity, commitment and consistency, social proof, authority, liking, scarcity, and unity—Patrick shares how understanding these can significantly improve conversations, sales, and influence.

He emphasizes that persuasion must be built on relationship, clarity, and trust. If those elements are missing, objections arise and conversions stall. From using specific data to build credibility, to helping clients make public commitments that increase follow-through, Patrick lays out actionable, research-backed strategies anyone can use. He also encourages business owners and consultants to stop chasing “more follow-ups” and instead fix the relationship and clarity gaps first.

Whether you’re presenting offers, coaching clients, or leading teams, this episode shows how ethical persuasion can lead to stronger relationships, more impact, and consistent results—without pressure or pushiness.

About Patrick Van Der Burght

Patrick Van Der Burght is the founder of Ethical Persuasion, a certified SHIELD Coach, licensed Sydney Institute trainer, and author of How to Hear Yes More Often. He teaches entrepreneurs, consultants, educators, and teams how to ethically apply behavioral science to become more persuasive, trusted, and effective communicators. Connect with Patrick on LinkedIn.

About Ethical Persuasion

Ethical Persuasion offers practical, science-based training and resources to help business owners, consultants, and professionals master the art of influence with integrity. From free tools and workshops to in-depth coaching and educational programs, the company equips leaders with the skills to ethically inspire action and build trust.

Links Mentioned in This Episode

Key Episode Highlights

Why ethical persuasion is more effective than traditional “sales tactics”
The 7 universal persuasion principles every business leader should know
How trust, clarity, and relationship reduce objections and increase conversions
How to apply commitment, social proof, and loss aversion effectively
Ways to build goodwill with genuine value before making an offer

Conclusion

Patrick Van Der Burght proves that the most persuasive people aren’t pushy—they’re precise. By understanding the psychology of influence and applying it...

2325 - Transform Your Relationships and Sales through Ethical Persuasion Techniques with Patrick Van Der Burght

The Thoughtful Entrepreneur

2325 - Transform Your Relationships and Sales through Ethical Persuasion Techniques with Patrick Van Der Burght