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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.
Customer ReviewsMost Helpful
By David on 01-02-17
Clever and Useful
Any additional comments?
Lots of interesting advice. Here are some of my favorites.
Before asking for a favor, ask them if they consider themselves a helpful person.
The news is not good at telling you what to think. But it's very good at telling you what to think about, and the more you think about something, the more important it will appear to you.
What's focal seems causal.
Men who were previously approached by a woman asking for directions to "Valentine" street, were twice as likely to assist a second woman recover her stolen phone, than men who were asked for directions to "Martin" street.
Expose people to the right idea immediately before making a request:
If we want them to do THIS - do THIS first:
buy expensive chocolates - have them write a number much larger then price
buy French wine - expose them to French music
try untested product - ask if they consider themselves adventurous
select popular item - show them a scary movie
feel warm towards us - hand them a hot drink
be more helpful to us - show photos of people standing close together
be more achievement oriented - show photo of runner winning a race
make careful assessments - show picture of The Thinker
Major Principles of Influence:
Reciprocation (meaningful, unexpected, and customized)
Liking (similar looking, posture, verbal styles, interests)
138 of 143 people found this review helpful
By Dan Collins on 02-23-17
Control in a World of Manipulation
This book explains why just about every lecture, presentation and other Audible book out there all have the same structure - it seems that everyone is trying to tap into these pre-suasive techniques. And that is why you need to read it. These techniques are powerful and inescapable. Knowing what they are and how they work allow us control over our engagement in a world of manipulation.
25 of 26 people found this review helpful