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Pre-Suasion  By  cover art

Pre-Suasion

By: Robert B. Cialdini
Narrated by: John Bedford Lloyd
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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.

©2016 Robert Cialdini (P)2016 Simon & Schuster

Critic reviews

"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)

What listeners say about Pre-Suasion

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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)
Social Proof
Authority
Scarcity
Consistency

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201 people found this helpful

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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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Not very practical

Totally missed my expectations. I think this book is more for people interested in marketing. This book is full of examples "by changing this and that the response rate of consumers increased by 25% etc." I'm not sure how I can make use of this information in my daily work or life unless I create marketing campaigns etc. I get the idea that by preparing people in a positive way we can increase the odds of them responding positively. But I don't think this book gives enough specific examples or advice how to do this in practice. The numerous examples given were not applicable for me. ( I do IT consulting)

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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.

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He's done it again!

Perhaps there's no need to read the original, classic, "Influence" now that we have an updated and hopefully even more "influential" work from the master in this field. James Altucher conducted an excellent intervie with Cialdini which prompted me to buy the book. Whatever th opposite of "disappointed" is, this book is it. I listened on 1.25x speed which was perfect for me.

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39 people found this helpful

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A Primer for understanding people

I've never read the authors previous work Influence but this book is amazing, truly a nice primer on applied human psychology, if you've read sales books before you'll notice many of the same themes in any good sales book. This book goes into why clients, patients, or people in general do what they do whereas sales books usually give you platitudes, techniques and stories. It goes over the Consistency and Reciprocity principles as well as others such as Social Proof. Read this book if you're tired of learning people techniques and want an understanding of how the people in your life think.

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Educational, but a bit dry

I enjoyed the book as an academic work, as it relies on a lot of studies and scientific approaches. Unfortunately, this approach sacrifices some of the allure similar books may have, and if it's not one's style, they might find it hard to finish. Still, lots of examples from various situations (from business to history) helped to draw me in, and I learned a lot.

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Started out OK, but...

Turned into political propaganda about 1/3 of the way through. Pity. Hoped that social science academics might have matured enough to stick to facts, but they're not quite there yet. Or at least this author isn't.

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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."
--Lenin
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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not as good as influence...

but some good perspectives to build on influence. Starts strong , struggles to finish with the same energy.

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