How one word change increased conversions 300%—Bas Wouters, co-founder of the Cialdini Institute, reveals the behavioral psychology secrets that help SMEs compete with corporate giants without massive budgets.

In this episode, host Brendan McGurgan sits down with Bas Wouters to unpack the neuroscience behind buying decisions—and why 95-98% of customer decisions happen in the subconscious mind (System 1), not through rational thought (System 2).

Episode Highlights:

Bas scaled a €10,000 kitchen startup to €25 million using behavioral psychology, became one of Dr. Robert Cialdini's 12 certified trainers worldwide, and partnered with the "Godfather of Influence" before founding the Online Influence Institute.

Meet Bas Wouters

Bas Wouters is a world-renowned expert in online influence, behavioral science, and persuasion. Handpicked by Dr. Robert Cialdini, the godfather of influence, Bas became one of only 12 certified trainers worldwide. He has trained over 10,000 professionals globally, helping businesses bridge the "persuasion gap" using AI-powered tools and evidence-based strategies. Bas is also an international bestselling author of Online Influence: Boost Your Results with Proven Behavioral Science, blending decades of practical experience with research-backed frameworks to help leaders scale effectively.

Key Topics Covered

→ Why focusing on behavior, not leads or sales, is critical for business growth → The System One vs. System Two model: why 95% of decisions are subconscious → Using behavioral psychology to trigger automatic decision-making in customers → BJ Fogg's Behavior Model: Motivation, Ability, Prompt — designing actions people actually take → The Jenga Principle: simplifying messaging to make it clear and persuasive → Lessons from scaling a €25 million kitchen business against bigger competitors → How AI can enhance online influence without compromising ethics or authenticity → Practical frameworks for applying persuasion in marketing, sales, and customer experience

Episode Highlights

Bas dives deep into the psychology of decision-making, explaining why most marketing campaigns fail: people aren't rational; they act emotionally and subconsciously. By applying System One thinking—fast, intuitive shortcuts—you can craft campaigns that convert even in crowded markets. Bas also explores BJ Fogg's behavior model and the Jenga Principle, showing listeners how simpler messaging and easier actions dramatically increase engagement. Whether designing emails, landing pages, or sales conversations, Bas gives actionable insights that help SME leaders scale with purpose by influencing behavior, not just pushing content.

Who Should Listen

This episode is essential for SME leaders, entrepreneurs, and executives looking to grow online influence and increase conversions. If you're struggling to stand out in a crowded market, feeling overwhelmed by tools and tactics, or frustrated that your efforts aren't yielding results, Bas' research-backed insights provide a roadmap for smarter, behavior-driven marketing and sales strategies.

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About Bas Wouters

Bas Wouters is the founder of the Online Influence Institute and creator of the Online Influence Lab. After generating millions in sales and building a €25 million franchise business, he turned his focus to helping others influence effectively online. Handpicked by Dr. Robert Cialdini as a certified trainer, Bas has trained over 10,000 professionals worldwide. His book Online Influence blends behavioral science with practical tools to help leaders and teams achieve measurable results.

Website: onlineinfluenceinstitute.com

LinkedIn: linkedin.com/in/baswouters

Book: Online Influence

About ScaleX™ and Simple Scaling

ScaleX™ Insider is brought to you by Simple Scaling — creators of the ScaleX™ Accelerator Programme. A 12-month journey for ambitious SME leaders combining strategy, mindset work, and peer support to break through growth plateaus.

Host: Brendan McGurgan Website: simplescaling.com

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