Discover how the psychology of persuasion can transform your event strategy. Explore how subtle shifts in language, design and structure can boost engagement, influence behavior and drive revenue. Learn how to apply proven psychological principles to maximize sponsorship, sales and attendee impact. Learning outcomes: Define key psychological principles such as scarcity, reciprocity and social proof Influence sponsor, exhibitor and attendee decision-making through strategic design and messaging Gain actionable tactics to increase event revenue using persuasion-driven negotiation techniques This session is approved for the following certifications. * ICCA Skills Domain CICS/CICE: Module 5: Business and Market Planning, 0.75 credits * CMP/CEU Approved: Domain I: Site Management, 0.75 credits * CSEP Approved