Pre-Suasion

Channeling Attention for Change

By: Robert Cialdini Ph.D. Ph.D.

Narrated by: John Bedford Lloyd

The acclaimed New York Times and Wall Street Journal bestseller from Robert Cialdini—“the foremost expert on effective persuasion” (Harvard Business Review)—explains how it’s not necessarily the message itself that changes minds, but the key moment before you deliver that message.

What separates effective communicators from truly successful persuaders? With the same rigorous scientific research and accessibility that made his Influence an iconic bestseller, Robert Cialdini explains how to prepare 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.”

Named a “Best Business Books of 2016” by the Financial Times, and “compelling” by The Wall Street Journal, 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 outlines 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.” His book is “an essential tool for anyone serious about science based business strategies…and is destined to be an instant classic. It belongs on the shelf of anyone in business, from the CEO to the newest salesperson” (Forbes).

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

Great insight and useful

I am now very informed on how to frame my communications to guide outcomes. I learned much more about existing paradigms that worth as default "presuasion" mindsets. This book gave me great ideas on how to create first impressions with clients and audiences.

A useful book by the #1 researcher in this area.

A long but worthwhile listen. Cialdini is a "the guy" on the psychology of persuasion. So if the topic interests you, it is a very good investment of time and money.

fascinating study

tons of great insight on influence, including influencing yourself. great title for anyone. good one

Very interesting

Interesting, useful, enjoyable. This is what an audio book should be like. Recommend if you're interested in psychology, politics or sales