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.”
Pre-Suasion was named “Best Book of the Year by the Society for Personality and Social Psychology”
This prize for a single outstanding contribution honors a book written by a psychologist that makes a distinctive and important contribution to the field by promoting an understanding of the science of social and personality psychology to the general public.
Order the Audiobook Version of Pre-Suasion
Praise for Pre-Suasion
"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."
"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."
"Robert Cialdini's Influence is, by a wide margin, the book that I recommend most often. Pre-Suasion may be even more shockingly insightful."
"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."
[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."
Persuasion is one of the top soft skills employees are lacking, according to a recent LinkedIn survey of over 5,000 talent professionals in over 35 countries. tinyurl.com/y2me7var. We can help with that! tinyurl.com/yyosr8xp #HR #ATD #learning #training
Dr. C is interviewed on PBS regarding the increasing world-wide adoption of his research and the newly named Robert B. Cialdini Behavioral Research Laboratory at ASU. ow.ly/KaVB30ohFII @WPCareySchool @ASU @arizonapbs
It’s no April Fools joke! Our recently-added June 3-4 Principles of Persuasion (POP) Workshop is over half full and registration just opened to the public last week. Don’t miss out! Register now ow.ly/Y02W30ohzlE
Need help motivating yourself? This article does a great job outlining tips from Cialdini’s book Pre-Suasion ow.ly/sQE230ofCuk
This piece does a good job of identifying the importance of individual actions in combating climate change - Dr. C ow.ly/iICa30octAq