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).

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

excellent material

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

Not revolutionary

"Pre-Suasion" is more of an extension of the techniques already covered in "Influence." Also, many of the concepts are not revolutionary at all. For example, priming someone with sexually-related content will produce different outcomes. Advertisers have known this for decades.

If you've read "Influence" or books like "Nudge" by Richard Thaler, this book won't offer new insights.

Fantastic Expansion on First Book

What made the experience of listening to Pre-Suasion the most enjoyable?

Cialdini expanded on the ideas from "Influence" from a framing perspective. Very necessary prequel to his first book.

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

Description of how a Japanese official saved many innocent Jewish lives during the second world war. The power of community is important and learned compassion is valuable in society.

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

N/A

Was this a book you wanted to listen to all in one sitting?

No. Never possible with this type of material if you want to learn it.

Very data-backed

I’m someone who likes books where there’s scientific studies backing claims...this book is jam packed with studies and psychological test results. Recommended not only for those in Sales, but anyone who wants to understand human behavior and thought processes that take place before decisions are made.