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Optimise your business communication to be more persuasive with Cialdini Institute insights

03/11/2026

Now what do you make of this?? 🤨😳

You may know I’m a pilot (CPL) and few planes commercially years go. I therefore always pay attention to in-flight safety cards (and so should you, and keep your seatbelt fastened when seated!).

I check the safety card to see if it meets international requirements. I know, bit nerdy, but I have found mistakes before, one of which saw the safety cards being updated by the airline due to my feedback.

Anyway… This imagery caught my eye.

What do you think this first drawing (whole plane) in combination with the second image (A) mean?

There is no further written explanation… neither was it explained in the safety brief, or extra safety cards at the emergency exits.

Give your take on it in the comments, or give this a like, and I’ll put the meaning (I had to ask too!) in the comments later so you all get the answer.

31/10/2026

Being HALF-EATEN by a SHARK 🦈 can be a relationship builder... 😆

Being part of the Australian BNI members who travelled to Monaco for the BNI Global Conference also involves preparing for a fun event, the 'Country Meet & Greet ', where all attendees try to connect and attract attention by being cultural and/or fun.

Not exactly a promotion for Australian beaches (shark attacks are very rare), but I brought a shark to jump into. It produced many smiles and many selfies that needed to be taken.

While it was just fun, making people feel happy through humour falls under the principle of liking in persuasion and is a nice relationship builder.

Swim safe, everyone!

18/10/2026

💰 If doctors can be compromised by a gift, what about politicians receiving millions?

In some countries, doctors face strict restrictions on accepting gifts or benefits from pharmaceutical companies. Why? Because even a small gift can create a subtle but powerful sense of obligation, potentially influencing professional judgement.

Behavioural science calls this 𝗿𝗲𝗰𝗶𝗽𝗿𝗼𝗰𝗶𝘁𝘆.

When somebody gives us something, we naturally feel an inclination to give something back. It is a deeply ingrained human response, and one of the most powerful principles of persuasion.

Now consider politics.

In Australia, millions of dollars flow from industries, corporations and wealthy donors into political parties. In other countries, political campaigns can attract donations worth hundreds of millions of dollars.

𝗗𝗼𝗲𝘀 𝗮𝗻𝘆𝗼𝗻𝗲 𝘀𝗲𝗿𝗶𝗼𝘂𝘀𝗹𝘆 𝗯𝗲𝗹𝗶𝗲𝘃𝗲 𝘁𝗵𝗮𝘁 𝗮𝗹𝗹 𝘁𝗵𝗶𝘀 𝗴𝗲𝗻𝗲𝗿𝗼𝘀𝗶𝘁𝘆 𝗰𝗼𝗺𝗲𝘀 𝘄𝗶𝘁𝗵𝗼𝘂𝘁 𝗲𝘅𝗽𝗲𝗰𝘁𝗮𝘁𝗶𝗼𝗻𝘀?

The danger is that reciprocity doesn't require a politician to be dishonest or corrupt. Even well-meaning politicians can feel a sense of obligation towards those who have supported them.

And that raises an uncomfortable question: 𝗜𝗳 𝘄𝗲 𝗿𝗲𝗰𝗼𝗴𝗻𝗶𝘀𝗲 𝘁𝗵𝗲 𝗱𝗮𝗻𝗴𝗲𝗿𝘀 𝗼𝗳 𝗴𝗶𝗳𝘁𝘀 𝗶𝗻𝗳𝗹𝘂𝗲𝗻𝗰𝗶𝗻𝗴 𝗺𝗲𝗱𝗶𝗰𝗮𝗹 𝗱𝗲𝗰𝗶𝘀𝗶𝗼𝗻𝘀, 𝘄𝗵𝘆 𝘀𝗵𝗼𝘂𝗹𝗱 𝘄𝗲 𝗯𝗲 𝗹𝗲𝘀𝘀 𝗰𝗼𝗻𝗰𝗲𝗿𝗻𝗲𝗱 𝗮𝗯𝗼𝘂𝘁 𝗱𝗼𝗻𝗮𝘁𝗶𝗼𝗻𝘀 𝗶𝗻𝗳𝗹𝘂𝗲𝗻𝗰𝗶𝗻𝗴 𝗽𝗼𝗹𝗶𝘁𝗶𝗰𝗮𝗹 𝗱𝗲𝗰𝗶𝘀𝗶𝗼𝗻𝘀?

My article, *The Dark Side of Persuasion in Politics*, examines how behavioural science can influence both our elected representatives and the people who vote for them.

🔎 𝗗𝗶𝘀𝗰𝗼𝘃𝗲𝗿:

⭐ How corporate gifts can influence well-meaning politicians
⭐ Why political donors may receive better access to decision-makers
⭐ How social media can manufacture the appearance of public opinion
⭐ How opinion polls can influence the very opinions they measure
⭐ How political crowds influence what we believe
⭐ Why attractive politicians may have an advantage
⭐ Why we keep voting for the same political parties
⭐ How to protect your vote from political manipulation

Political donations do not automatically mean corruption. But understanding reciprocity helps explain why financial influence deserves scrutiny, even when everyone involved believes they are acting with integrity.

This isn't about which political party you support. It's about recognising the psychological forces that can influence those entrusted to represent us.

Read the full article:
https://ethicalpersuasion.com.au/political-manipulation-persuasion-politics/

16/10/2026

🤔🤭 Why do businesses pay someone just to stand at the door and smile? 👁️

It might seem like an expensive way to welcome customers. But there's some fascinating behavioural science behind it.

Research suggests that when customers are greeted with a smile, it can increase their pleasure during the visit, which in turn can improve their satisfaction with their whole experience.

Think about that. Something as simple as a friendly facial expression can influence how people feel about a business.

And that same principle applies to photography and visual communication.

Imagine a business website featuring a photograph of an employee. Would you choose an image where they look serious, one where they're smiling naturally, or one where they're grinning enthusiastically?

The answer depends on what you want the viewer to think, feel or do.

A welcoming smile can communicate warmth, friendliness and approachability before a single word is spoken. But a smile in the wrong situation can also undermine the message.

𝗙𝗼𝗿 𝗽𝗵𝗼𝘁𝗼𝗴𝗿𝗮𝗽𝗵𝗲𝗿𝘀, 𝘃𝗶𝗱𝗲𝗼𝗴𝗿𝗮𝗽𝗵𝗲𝗿𝘀 𝗮𝗻𝗱 𝗼𝘁𝗵𝗲𝗿 𝘃𝗶𝘀𝘂𝗮𝗹 𝗰𝗿𝗲𝗮𝘁𝗼𝗿𝘀, 𝘁𝗵𝗶𝘀 𝗶𝘀 𝘄𝗵𝗲𝗿𝗲 𝘂𝗻𝗱𝗲𝗿𝘀𝘁𝗮𝗻𝗱𝗶𝗻𝗴 𝗯𝗲𝗵𝗮𝘃𝗶𝗼𝘂𝗿𝗮𝗹 𝘀𝗰𝗶𝗲𝗻𝗰𝗲 𝗯𝗲𝗰𝗼𝗺𝗲𝘀 𝘃𝗮𝗹𝘂𝗮𝗯𝗹𝗲.

Rather than simply creating attractive images, we can deliberately create images that help businesses achieve specific communication objectives.

In my latest Behavioural Photography article, I explore the psychology of smiling, the research behind it, and how different facial expressions can influence trust, first impressions and customer behaviour.

𝗥𝗲𝗮𝗱 𝘁𝗵𝗲 𝗳𝘂𝗹𝗹 𝗮𝗿𝘁𝗶𝗰𝗹𝗲: https://behaviouralphotography.com/psychology-of-smiling/

13/10/2026

Good or poor persuasion to follow the rules?

On my way to Europe to wave the Cialdini Institute flag as a sponsor of the BNI Global conference at the end of the month. My fellow Licensed Trainer Jean-Michel STEBER is delivering a keynote on persuasion science there too.

I saw this as Melbourne Airport.

Highlighting that something is against the rules and therefore not socially acceptable has an element of social proof within it.

But, in my opinion, other than that i only see missed opportunities to use persuasion science here.

Definitely a beautiful use of contrast being missed.

What other opportunities do you see?

newzealandcustoms

13/10/2026

Good or poor persuasion to follow the rules?

On my way to Europe to wave the Cialdini Institute flag as a sponsor of the BNI Global conference at the end of the month. My fellow Licensed Trainer Jean-Michel Steber is delivering a keynote on persuasion science there too.

I saw this as Melbourne Airport.

Highlighting that something is against the rules and therefore not socially acceptable has an element of social proof within it.

But, in my opinion, other than that i only see missed opportunities to use persuasion science here.

Definitely a beautiful use of contrast being missed.

What other opportunities do you see?

02/10/2026

👁️ Someone in your market will become the Behavioural Photography expert. 𝗪𝗶𝗹𝗹 𝗶𝘁 𝗯𝗲 𝘆𝗼𝘂 𝗼𝗿 𝘆𝗼𝘂𝗿 𝗰𝗼𝗺𝗽𝗲𝘁𝗶𝘁𝗼𝗿?

Photographers, videographers, illustrators, cartoonists and other visual creators face an increasingly difficult challenge: 𝘀𝘁𝗮𝗻𝗱𝗶𝗻𝗴 𝗼𝘂𝘁 𝘄𝗵𝗲𝗻 𝗲𝘃𝗲𝗿𝘆𝗼𝗻𝗲 𝗽𝗿𝗼𝗺𝗶𝘀𝗲𝘀 𝗰𝗿𝗲𝗮𝘁𝗶𝘃𝗶𝘁𝘆, 𝗾𝘂𝗮𝗹𝗶𝘁𝘆 𝗮𝗻𝗱 𝗽𝗿𝗼𝗳𝗲𝘀𝘀𝗶𝗼𝗻𝗮𝗹 𝗿𝗲𝘀𝘂𝗹𝘁𝘀.

And with AI making impressive imagery easier to produce, that challenge isn't getting any smaller.

But there's an opportunity that relatively few visual professionals have explored.

𝗪𝗵𝗮𝘁 𝗶𝗳 𝘆𝗼𝘂 𝗰𝗼𝘂𝗹𝗱 𝗼𝗳𝗳𝗲𝗿 𝘆𝗼𝘂𝗿 𝗰𝗹𝗶𝗲𝗻𝘁𝘀 𝘀𝗼𝗺𝗲𝘁𝗵𝗶𝗻𝗴 𝘆𝗼𝘂𝗿 𝗰𝗼𝗺𝗽𝗲𝘁𝗶𝘁𝗼𝗿𝘀 𝗱𝗼𝗻'𝘁 𝗲𝘃𝗲𝗻 𝗸𝗻𝗼𝘄 𝗲𝘅𝗶𝘀𝘁𝘀? ☺️

Behavioural Photography applies decades of behavioural science to the creation and selection of images designed to support specific behavioural objectives.

Instead of simply asking what an image should look like, you learn to ask what behaviour that image needs to support.

Imagine being able to explain to your clients WHY certain images can attract attention, establish trust, reinforce credibility, reduce uncertainty or motivate action.

𝗬𝗼𝘂 𝗰𝗼𝘂𝗹𝗱 𝗺𝗼𝘃𝗲 𝗯𝗲𝘆𝗼𝗻𝗱 𝘀𝗶𝗺𝗽𝗹𝘆 𝗳𝘂𝗹𝗳𝗶𝗹𝗹𝗶𝗻𝗴 𝗮 𝗰𝗿𝗲𝗮𝘁𝗶𝘃𝗲 𝗯𝗿𝗶𝗲𝗳 𝗮𝗻𝗱 𝗯𝗲𝗰𝗼𝗺𝗲 𝘁𝗵𝗲 𝗮𝗱𝘃𝗶𝘀𝗲𝗿 𝘄𝗵𝗼 𝗵𝗲𝗹𝗽𝘀 𝗱𝗲𝘁𝗲𝗿𝗺𝗶𝗻𝗲 𝘄𝗵𝗮𝘁 𝘀𝗵𝗼𝘂𝗹𝗱 𝗯𝗲 𝗰𝗿𝗲𝗮𝘁𝗲𝗱 𝗶𝗻 𝘁𝗵𝗲 𝗳𝗶𝗿𝘀𝘁 𝗽𝗹𝗮𝗰𝗲.

And here's where scarcity comes in.

Behavioural Photography is still an emerging discipline. Not only does it add value and make you unique, but you can establish yourself as the local expert before someone else in your area does.

Someone will take that opportunity. Why shouldn't it be you?

I've written an in-depth article exploring how visual creators can move from producing images to becoming Behavioural Advisers, building stronger client relationships and providing greater value.

Read it here:
https://behaviouralphotography.com/how-to-stand-out-as-a-photographer/

24/09/2026

Could becoming less loyal to political parties become contagious?

Social Proof is usually associated with following the majority. But behavioural science also tells us that a growing trend can be persuasive: if we see more and more people adopting a behaviour, it can make that behaviour seem increasingly normal and encourage others to consider doing the same.

That makes this finding from the Australian Election Study fascinating. The proportion of Australians saying they feel no closeness to any political party has risen from 14% in 2010 to 25% in 2025.

With elections never far from our attention, I thought it was time to investigate 𝘁𝗵𝗲 𝗱𝗮𝗿𝗸 𝘀𝗶𝗱𝗲 𝗼𝗳 𝗽𝗲𝗿𝘀𝘂𝗮𝘀𝗶𝗼𝗻 𝗶𝗻 𝗽𝗼𝗹𝗶𝘁𝗶𝗰𝘀. 🧙♀️🌪️

My new in-depth article explores how persuasion science can influence both politicians and voters.

⭐ How corporate gifts influence well-meaning politicians
⭐ Why donors get better access to politicians
⭐ How social media manufactures public opinion
⭐ How polls can change what they measure
⭐ How political crowds influence what you believe
⭐ Why attractive politicians have an advantage
⭐ Which dynamic can keep you voting the same way
⭐ 𝗛𝗼𝘄 𝘁𝗼 𝗽𝗿𝗼𝘁𝗲𝗰𝘁 𝘆𝗼𝘂𝗿 𝘃𝗼𝘁𝗲 𝗳𝗿𝗼𝗺 𝗽𝗼𝗹𝗶𝘁𝗶𝗰𝗮𝗹 𝗺𝗮𝗻𝗶𝗽𝘂𝗹𝗮𝘁𝗶𝗼𝗻

Some of these influences are simply part of normal human psychology. Others can be unintentionally misleading. And some can potentially be deliberately manufactured to manipulate what we perceive.

If you have the privilege of voting — or the privilege of representing people who do — I hope you'll read and share it. Understanding how political persuasion works won't tell you who to vote for. It may help you better recognise what is influencing that decision.

The Dark Side of Persuasion in Politics: Who Is Influencing Your Vote and Our Politicians?
Read the full article: https://ethicalpersuasion.com.au/political-manipulation-persuasion-politics/

David Shoebridge Ellen Sandell MP

23/09/2026

😍 95.3% More people who say YES? The way you present a request can have that impact.

In this short clip from Ethical Persuasion Unlocked, I share an intriguing application of the Rejection-then-Retreat strategy for charities.

In one study, people were asked whether they would donate blood. When asked simply to donate next Saturday, 43% agreed.

Another group was first asked whether they would commit to donating blood every six weeks for three years. Many understandably declined. But when those people were then asked whether they would instead donate next Saturday, agreement rose to 84%.

There is an important ethical distinction here.

The larger request must be genuine. We are not inventing an outrageous first request simply to trick someone into accepting the second. But where a charity genuinely has different levels of support available, the order and manner in which those requests are presented can matter enormously.

And this isn't limited to donations.

Think about volunteering, corporate partnerships, event participation, regular giving, fundraising commitments or providing professional expertise. How often do we immediately present people with a menu of options rather than having a genuine conversation about the greater commitment first?

Behavioural science can give charities (and businesses) fascinating insights into how people make these decisions — while still protecting their freedom to say no.

🎙️ This clip comes from my recent conversation with Kirrily Graham of Dovetail Social Enterprises on Ethical Persuasion Unlocked, where we explore strategic charity partnerships, fundraising, business involvement and how the science of ethical persuasion can help charities create greater impact.

If you work for, volunteer with or advise a charity, this is an episode worth sharing with your team.

22/09/2026

Shaun says that I came to my work exactly where his audience lives...

It was a powerful interview on another amazing Australian Podcast with Shaun Enright of the 'Drop the Stress Not the Ball' podcast.

A lot of stress can be avoided when we use the science available.
A lot of time and resources don't need to be wasted if we just do what science shows works best.

Check out Shaun's podcast for our episode and many others.
Apple Podcast: https://podcasts.apple.com/au/podcast/allow-the-yes-to-come-out-patrick-van-der-burght-on/id1762976505?i=1000786592441
Spotify: https://open.spotify.com/episode/5QTyqhrOhMfQw0Keo7nYdr

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