Pre-Suasion: A Revolutionary Way to Influence and Persuade

by Robert B. Cialdini

At the first stage, the main goal involves cultivating a positive association, as people are more favorable to a communication if they are favorable to the communicator. Two principles of influence, reciprocity and liking, seem particularly appropriate to the task. Giving first (in a meaningful, unexpected, and customized fashion), highlighting genuine commonalities, and offering true compliments establish mutual rapport that facilitates all future dealings. At the second stage, reducing uncertainty becomes a priority. A positive relationship with a communicator doesn’t ensure persuasive success. Before people are likely to change, they want to see any decision as wise. Under these circumstances, the principles of social proof and authority offer the best match. Pointing to evidence that a choice is well regarded by peers or experts significantly increases confidence in its wisdom. But even with a positive association cultivated and uncertainty reduced, a remaining step needs to be taken. At this third stage, motivating action is the main objective. That is, a well-liked friend might show me sufficient proof that experts recommend (and almost all my peers believe) that daily exercise is a good thing, but that might not be enough to get me to do it. The friend would do well to include in his appeal the