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Book cover for Pre-Suasion: A Revolutionary Way to Influence and Persuade Book Details

Pre-Suasion: A Revolutionary Way to Influence and Persuade

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“Best Business Books of 2016” —Financial Times

Inc.com’s Geoffrey James Names Pre-Suasion Best Sales and Marketing Book of 2016

NEW YORK TIMES BESTSELLER
WALL STREET JOURNAL BESTSELLER

The author of the legendary bestseller Influence, social psychologistMore“Best Business Books of 2016” —Financial Times

Inc.com’s Geoffrey James Names Pre-Suasion Best Sales and Marketing Book of 2016

NEW YORK TIMES BESTSELLER
WALL STREET JOURNAL BESTSELLER

The author of the legendary bestseller 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 bestseller, 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 thirty 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.” Less

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Community Reviews

Josiah

rated it did not like it
8 months ago

Shelves: kindle
If I had read this book a few years ago I probably would have thought it was fantastic. Now I rate it as largely worthless.

Why the change? The book largely relies on so-called "priming" research, which is the idea that our decisions are substantially influenced by seemin... Read full review
Kelly

rated it really liked it
27 days ago

If you have read Cialdini's other books (including the more recent ones he co-wrote with other authors, such as "The Small Big: Small Changes that Spark Big Influence" and "Yes! 50 Scientifically Proven Ways to be Persuasive"), you won't feel like you are reading substant... Read full review
Nelson Zagalo

rated it really liked it
4 months ago

Shelves: academic
Nos anos 1980, Cialdini, académico das áreas da Psicologia e do Marketing, lançou um dos livros mais relevantes sobre o poder, causas e efeitos da persuasão — "Influence" (1984). Nesse, apontava seis grandes princípios determinantes da persuasão — 1. Reciprocidade, 2. Pro... Read full review
Jay

rated it liked it
4 months ago

Shelves: business
While I was reading “Pre-Suasion” I took a look at some of the reviews on Goodreads. I saw a few that suggested the scientific studies this book is based on are questionable, and a few reviewers downgraded their reviews of the book because of that. I finished the book wit... Read full review
Peter Mcloughlin

rated it really liked it
4 months ago

Shelves: 00002both , 1990-to-present , american-history , complexity , economics , general-history , general-science , media , nonfiction , owned-books , psychology
Very good review of sales techniques used to prepare the ground to persuade someone to make the deal. There were things like the focusing attention, reciprocity, sex and violence and biological cues. The most interesting chapter to me was the ethics and why it is key to m... Read full review
Mohammad

rated it it was ok
5 months ago

حرف رابرت چلدینی توی این کتاب اینه که برای متقاعد کردن افراد، اصولی که قبلا توی کتاب «تاثیرگذاری» مطرح شدن، زمانی بهترین نتیجه رو دارن که مخاطب توی شرایط خاصی قرار بگیره. یعنی پیش از انجام حرکتی که منجر به مجاب کردن مخاطب می شه، اون رو توی شرایطی قرار بدیم که به سمت نتیجه... Read full review
Mike

rated it really liked it
8 months ago

Prime the recipients of your message by altering what is in their mad at the moment of decision. Using a single-chute question (ex. "Are you a helpful/adventurous/etc person") channels attention. Even getting people to lean forward makes the message seem more important.

D... Read full review
Johnny Malloy

rated it really liked it
8 months ago

Robert Cialdini's latest book brings the subtle, almost subliminal concept of *context* to the foreground in a concise and enlightening way. Cialdini, well known for establishing his six key principles of influence, develops these same concepts further by examining the co... Read full review
Vance

rated it did not like it
7 months ago

Shelves: effective-leadership
When I read a book, I want to learn something. Given that the author of Pre-Suade presents information suggesting that cues (like the American flag) can pre-suade one to recall something (like Republican), I'm skeptical at best of this line of research.

It may work in mar... Read full review
Natalie

rated it it was amazing
7 months ago

Great read. Full of information to such an extent, I expect to read it again.

Other Books by this Author

  • Influence: The Psychology of Persuasion
    Influence: The Psychology of Persuasion
    by Robert B. Cialdini
  • The Small Big: Small Changes That Spark Big Influence
    The Small Big: Small Changes That Spa...
    by Robert B. Cialdini
  • Influence: Science and Practice: The Comic
    Influence: Science and Practice: The ...
    by Robert B. Cialdini
  • Instant Influence: How to Get What You Want in Any Business Situation
    Instant Influence: How to Get What Yo...
    by Robert B. Cialdini
  • Persuasão e Influência: Como Pequenas Mudanças Podem Gerar Grandes Resultados
    Persuasão e Influência: Como Pequenas...
    by Robert B. Cialdini
  • Feeling Good about Saying No
    Feeling Good about Saying No
    by Robert B. Cialdini
  • Executive Briefing: The Power of Persuasion
    Executive Briefing: The Power of Pers...
    by Robert B. Cialdini
  • Yes!: 50 Scientifically Proven Ways to Be Persuasive
    Yes!: 50 Scientifically Proven Ways t...
    by Noah J. Goldstein
  • Die Psychologie des Überzeugens
    Die Psychologie des Überzeugens
    by Robert B. Cialdini

Book Details

Hardcover, 432 pages
Published September 6th 2016 by Simon Schuster
ISBN
1501109790 (ISBN13: 9781501109799)
Edition Language
English
Original Title
Pre-Suasion: A Revolutionary Way to Influence and Persuade

About this Author

160932. ux50 Dr. Robert Cialdini has spent his entire career researching the science of influence earning him an international reputation as an expert in the fields of persuasion, compliance, and negotiation.

His books including, Influence: Science & Practice, are the results of years of study into the reasons why people comply with requests in business settings. Worldwide, Influence has sold over 2...
Read full bio

Genres

Quotes

Consider the results of a study conducted at Northwestern University. Researchers gave online participants information about a pair of sofas we’ll call the Dream and the Titan. The two, manufactured by different furniture companies, were comparable in all respects except for their cushions. The Dream’s cushions were softer and more comfortable than the Titan’s but less durable. In
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There's a critical insight in all this for those of us who want to learn to be more influential. The best persuaders become the best through pre-suasion - the process of arranging for recipients to be receptive to a message before they encounter it. To persuade optimally, then, it's necessary to pre-suade optimally. But how?

In part, the answer involves an essential but poorly appreciated tenet of all communication: what we present first changes the way people experience what we present to them next.
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You use your cuts to get people to swing attention to the parts of your message you really want them to focus on.
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