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."
Today is Giving Tuesday and we encourage all our followers to give to their favorite causes. In addition, to help not-for-profits, here is an article using the Science of Influence to make fundraising more effective: ow.ly/oEC550CzoiN #ThinkCialdini #givingtuesday pic.twitter.com/AnNco2DTq1
Earlier this year we announced the start of @gaabs, with our very own Steve Martin @scienceofyes (IAW UK) as a founder. Now, read his letter to @sabeconomics presenting the case for a Global Association of Applied Behavioural Scientists. - Dr. C ow.ly/Fyoz50Cv1RB pic.twitter.com/ZVXGt0WCbR
We recommend staying home, but if you do have a small gathering, here's some tips from @CNNOpinion using the science of influence to help keep the peace. Dr. C would like to thank his co-authors @celinegounder & @DrBenMichaelis. #ThinkCialdini ow.ly/F2BC50Ckj6m
What's 2 miles long, lasts for 14 hrs, and is good, but not the best? In-N-Out Burger. Why? #SCARCITY! And the opening of 2 locations, first time in CO. #ThinkCialdini - Dr. C denverpost.com/2020/11/20/wai…
For those who want to have a more peaceful & loving holiday, here's some tips from @CNNOpinion using the science of influence to help keep everyone happy & safe. Dr. C would like to thank his co-authors @celinegounder & @DrBenMichaelis. #ThinkCialdini ow.ly/E6Ys50Ckj6o
Cialdini's Favorite Quotes! Our 8th installment is a quote by the Irish novelist and poet, James Joyce. What are you establishing today? Comment with some of your favorite quotes and we may turn them into a post of their own! Thanks to all who have already shared. pic.twitter.com/8t76Xjyba3
It is absolutely critical that you build relationships over time when you don't immediately want or need anything in return. @AlisaCohn completely understands how to use the principles ethically and effectively! #ThinkCialdini ow.ly/VVi850ChMAP