The Power of Persuasion: Using 'Because' to Influence Effectively

In this episode of The Brainy Business podcast, Melina Palmer dives into the realm of ethical influence with Brian Ahearn. Brian, a distinguished expert in the field, is one of only a dozen individuals worldwide to hold the Cialdini Method Certified Trainer designation and one of a handful to have earned the Cialdini Pre-Suasion Trainer designation. As a faculty member of the Cialdini Institute, Brian is dedicated to teaching the science of influence to help people achieve greater professional success and personal happiness.

Throughout the episode, Brian shares his extensive experience in applying the psychology of persuasion in various professional settings, from sales training to leadership coaching. He discusses the rigorous process of becoming a Cialdini-certified trainer and emphasizes the importance of ethical influence. Brian also delves into practical examples from his book, Influence People, highlighting actionable tips for effectively persuading others in a lasting and ethical manner.

In this episode:

• Explore the principles of ethical influence and how they can be applied in business and personal contexts.
• Learn about the rigorous certification process for becoming a Cialdini Method Certified Trainer.
• Discover practical examples and tips from Brian's book, "Influence People."
• Understand the importance of ethical persuasion and how to avoid manipulation.
• Gain insights into the power of social proof, reciprocity, and other principles of influence.

00:00:00 - Introduction Melina Palmer introduces the topic of ethical influence and welcomes Brian Ahearn to the podcast.

00:02:00 - Brian’s Background Brian shares his journey in the field of influence and his certification as a Cialdini Method Certified Trainer.

00:06:30 - The Cialdini Certification Process Brian discusses the rigorous process of becoming a certified trainer and the importance of presenting research accurately.

00:12:00 - Applying Influence in Business Brian explains how he applies the principles of influence in sales training and leadership coaching.

00:18:00 - The Importance of Ethical Influence The conversation shifts to the significance of using influence ethically and responsibly.

00:24:00 - Practical Examples from Influence People Brian shares practical tips and examples from his book, including the power of social proof and the impact of personal touches like handwritten notes.

00:32:00 - The Post-It Note Study Brian discusses a study on the effectiveness of handwritten post-it notes in increasing response rates.

00:38:00 - The Power of Asking Questions Brian emphasizes the importance of ending emails with questions to increase engagement and response rates.

00:45:00 - Conclusion What stuck with you while listening to the episode? What are you going to try? Come share it with Melina on social media -- you'll find her as @thebrainybiz everywhere and as Melina Palmer on LinkedIn.

Thanks for listening. Don’t forget to subscribe on Apple Podcasts or Android. If you like what you heard, please leave a review on iTunes and share what you liked about the show. 

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Get the Books Mentioned on (or related to) this Episode:

• What Your Employees Need and Can't Tell You, by Melina Palmer
• Influence, by Robert Cialdini
• influence Is Your Superpower, by Zoe Chance
• You Have More Influence Than You Think, by Vanessa Bohns
• Influence PEOPLE, by Brian Ahearn

Top Recommended Next Episode: Robert Cialdini Interview (ep 312)

Already Heard That One? Try These: 

• Vanessa Bohns Interview (ep 318)
• Social Proof (ep 87)
• Reciprocity (ep 238)
• Zoe Chance Interview (ep 308)
• Unity (ep 216)

Other Important Links: 

Brainy Bites - Melina’s LinkedIn Newsletter