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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 members say

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  • David
  • IDYLLWILD, CA, United States
  • 01-02-17

Clever and Useful

Any additional comments?

Lots of interesting advice. Here are some of my favorites.<br/><br/>Before asking for a favor, ask them if they consider themselves a helpful person.<br/><br/>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.<br/><br/>What's focal seems causal.<br/><br/>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.<br/><br/>Expose people to the right idea immediately before making a request:<br/>If we want them to do THIS - do THIS first:<br/><br/>buy expensive chocolates - have them write a number much larger then price<br/>buy French wine - expose them to French music<br/>try untested product - ask if they consider themselves adventurous<br/>select popular item - show them a scary movie<br/>feel warm towards us - hand them a hot drink<br/>be more helpful to us - show photos of people standing close together<br/>be more achievement oriented - show photo of runner winning a race<br/>make careful assessments - show picture of The Thinker<br/><br/>Major Principles of Influence:<br/>Reciprocation (meaningful, unexpected, and customized)<br/>Liking (similar looking, posture, verbal styles, interests)<br/>Social Proof<br/>Authority<br/>Scarcity<br/>Consistency

26 of 26 people found this review helpful

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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.

13 of 13 people found this review 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.

33 of 36 people found this review helpful

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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.

4 of 4 people found this review helpful

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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.

3 of 3 people found this review helpful

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excellent material

Parts are very dry so requires patience but the main lessons are very powerful. I recommend for serious salespeople, marketers and executives.

3 of 3 people found this review helpful

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Decent Content, DRY narration.

I enjoy the field of social psychology, but the narrator was just so slow and dry I returned this shortly in. I tried to start it several times and just couldn't take it. Almost like the guy from the old eye drop commercials.

3 of 3 people found this review 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.

15 of 18 people found this review helpful

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A masterpiece of behavioral science.

This book changed everything I think about human behavior and how our decisions are made.

2 of 2 people found this review helpful

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before asking give. before giving dance

so great to learn how social beings relate and interact. we are fascinating creatures and continue to self learn and reflect hopefully for our betterment

2 of 2 people found this review helpful