About The Book
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.”
Order the Audiobook Version of Pre-Suasion
Praise for Pre-Suasion
"The great social psychologist Robert Cialdini has written another timeless and indispensable book about the psychology of influence. I'll be recommending it for years and years."
"An utterly fascinating read on how the most important drivers of persuasion aren't the words we choose in the moment, but how we set the stage beforehand. Robert Cialdini is the world's foremost expert on influence, and you will never look at it the same way again."
"No psychologist’s research has been used more often or successfully than that of Robert Cialdini, who literally “wrote the book” on influence. Now, he’s done it again, showing us the power of the moment before an attempt to persuade. This is classic Cialdini—authoritative, original, and immediately practical."
"Robert Cialdini's Influence is, by a wide margin, the book that I recommend most often. Pre-Suasion may be even more shockingly insightful."
[Pre-Suasion] is sure to be an important contribution to the fields of social psychology and behavioral economics...detailed, readable, and fascinating, this book may cause the reader to wonder whether unbiased decisions are possible."
We had another great open POP Workshop earlier this month, with participants from as far away as Brazil, Spain and The Netherlands. Take a look! youtube.com/watch?v=xB-33t…
Is This the Single Most Persuasive Word in the English Language? Not because of what the word means, but because of what the word means you will do. ow.ly/RKia30jyMqY
Dogs + Vodka = Winning Marketing Strategy “Vodka for Dog People.” By implying that they are dog lovers just like us, they are creating Cialdini-style “liking,” says Dooley. #titosvodka #dogpeople #cialdini #influence #liking ow.ly/eXAf30jyElZ pic.twitter.com/pMetFEHLSB
Can science help you get to the gym more? I’m part of the #scientific team running a mega-study to figure out how persistent health habits are formed. Only @24hourfitness members can join here: 24go.co/stepup. It’s costless to participate! youtu.be/wq5u42K2bII pic.twitter.com/rLUQUJLMKb
Participants traveled from around the world to attend our public Principles of Persuasion (POP) Workshop last week in Tempe, AZ. This dedicated group traveled the furthest—from Brazil, Spain and The Netherlands!!!!! pic.twitter.com/GlptRcMpVK