Pre-Suasion: A Revolutionary Way to Influence and Persuade

by Robert B. Cialdini

what we present first changes the way people experience what we present to them next.

“Nothing in life is as important as you think it is while you are thinking about it.”

“If you wake a multimillionaire client at five in the morning and say, ‘If you act now, you will gain twenty thousand dollars,’ he’ll scream at you and slam down the phone. But if you say, ‘If you don’t act now, you will lose twenty thousand dollars,’ he’ll thank you.”

a quote from Voltaire, is contemptuous: “Anything too stupid to be spoken,” he asserted, “is sung.”