The Science of Ethical Influence – why people say yes

We often assume that a brilliant product or great idea will naturally win people over. But in reality, success depends on how well we influence decisions. Many opportunities are lost not because the offer isn’t good enough, but because the psychology of decision-making isn’t working in our favour.
This short, practical session will introduce the seven principles of ethical persuasion developed by Dr Robert Cialdini. These principles are trusted by global brands like Google, Louis Vuitton and Mercedes-Benz, and can be just as powerful for small businesses.
You’ll discover how small, evidence-based changes to your language and approach can help you win more clients and remove the guesswork from your messaging. Expect real-world examples, a few lightbulb moments, and practical ideas you can put to work straight away.

Speaker Bio:

Most marketing falls flat because it ignores how people really make decisions. Belinda Shipp helps founders and marketers change that.

She teaches the science of ethical influence, turning insight into messaging that actually works. A Fellow of the Chartered Institute of Marketing, she’s one of just eight licensed UK trainers in Dr Robert Cialdini’s world-renowned principles of persuasion.