• by Robert Cialdini
  • Narrated by John Bedford Lloyd
  • 9 hrs and 23 mins
  • Unabridged Audiobook

Publisher's Summary

The author of the legendary best seller Influence, social psychologist Robert Cialdini, shines a light on effective persuasion and reveals that the secret doesn't lie in the message itself but in the key moment before that message is delivered.
What separates effective communicators from truly successful persuaders? Using the same combination of rigorous scientific research and accessibility that made his Influence an iconic best seller, Robert Cialdini explains how to capitalize on the essential window of time before you deliver an important message. This "privileged moment for change" prepares people to be receptive to a message before they experience it. Optimal persuasion is achieved only through optimal pre-suasion. In other words, to change minds, a pre-suader must also change states of mind.
His first solo work in over 30 years, Cialdini's Pre-Suasion draws on his extensive experience as the most cited social psychologist of our time and explains the techniques a person should implement to become a master persuader. Altering a listener's attitudes, beliefs, or experiences isn't necessary, says Cialdini - all that's required is for a communicator to redirect the audience's focus of attention before a relevant action.
From studies on advertising imagery to treating opiate addiction, from the annual letters of Berkshire Hathaway to the annals of history, Cialdini draws on an array of studies and narratives to outline the specific techniques you can use on online marketing campaigns and even effective wartime propaganda. He illustrates how the artful diversion of attention leads to successful pre-suasion and gets your targeted audience primed and ready to say yes.


What the Critics Say

"Narrating this fascinating audio, John Bedford Lloyd provides a businesslike, confident tone that helps listeners stay engaged with the author's reasoning and the specific techniques offered. Lloyd's calm and deliberate diction is reassuring and doesn't compete with Cialdini's conversational writing." (AudioFile)


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Customer Reviews

Most Helpful

Cialdini's Masterclass!

Where does Pre-Suasion rank among all the audiobooks you’ve listened to so far?

Among the best! Cialdini has distilled his science into a magnum opus. Many years after his seminal book "Influence" he has taken the science of social psychology to a new level.

What was one of the most memorable moments of Pre-Suasion?

His skilled writing presents complex facts in a compelling and memorable way. For instance, when describing what attracts our attention, Cialdini categorizes them as the Sexual, the Threatening, and the Different..... given the acronym that forms, it makes an excellent example of itself. Throughout the book his prose exemplifies the style and power of the communication skills he shares.

Have you listened to any of John Bedford Lloyd’s other performances before? How does this one compare?

Nope but he does a good job of emphasizing the relevant words and as far as I can tell hasn't mispronounced any. Thumbs up!

Any additional comments?

This book is not for beginners, it's a masterclass. Employing arcane psychological concepts like priming, memory biases and manipulation of attention seem intended for professionals and people with a psychology or persuasion background. If you haven't read Cialdini's first book, Influence, along with some basic psychology literature, this book may be hard to understand, or even accept. Reading a detailed breakdown of how to get someone to confess to a crime they didn't commit, or how to manipulate someone into a cult, or how to get a terrorist to defect, is not meant for weak hearts or stomachs.

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- Dubito Ergo Sum "Super skeptic, reality poet, mega geek, & science nerd extraordinaire."

Interesting but one big thing overlooked

Although it is interesting to see what events precede a persuasion, I had a bit of a problem with the discussion of the ethics of it. Sure it helps people arm themselves against trickery, but the author only considers trickery by companies/advertisers who try to sell something to unsuspecting consumers which they do not really want or need.
But he is very enthusiastic about instilling a sense of sacrifice into young people. Sacrifice for the greater good is something to be treasured. It opposes selfish greed. He forgets that in the 20th century alone governments killed 260 million people in world wide democides. All of them were killed by people making sacrifices for the greater good/country/society. None of them are killed by corporations for profit.
This is a typical left view that only profit based organisations who create value for willing customers, who interact on a voluntary basis with employees, customers and capital providers, are evil and the government who has a monopoly on violence, limits that evil and does prevent society from descending into chaos.
The government however gets to persuade the unsuspecting young with their education system with the pledge of allegiance and other patriotic horrors.They influence the young with terror drills and economic lies/lessons. They create the situation Lenin described:
"Give me four years to teach the children and the seed I have sown will never be uprooted."
Who cares if a corporation tries to sell you red wine instead of white wine in the supermarket? We are living in a 1984 world with surveillance and intimidation, a militarized police, war=peace, freedom is slavery and ignorance is strength, slavery like taxation, if you see something say something world, a government which tortures, lies. spies and spends on debts to be payed by the next generation. Who cares about advertisers other than those advertising for war and oppression?
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- peter

Book Details

  • Release Date: 09-06-2016
  • Publisher: Simon & Schuster Audio