Pre-Suasion: A Revolutionary Way to Influence and Persuade

by Robert B. Cialdini

people don’t care how much you know until they know how much you care.

The most famous of these contentions is embodied in the assertion of the communication theorist Marshall McLuhan that “The medium is the message”—the idea that the channel through which information is sent is a form of consequential messaging itself, which affects how recipients experience content. In

When a legitimate expert on a topic speaks, people are usually persuaded. Indeed, sometimes information becomes persuasive only because an authority is its source.