The acclaimed New York Times and Wall Street Journal bestseller from Robert Cialdiniââthe foremost expert on effective persuasionâ (Harvard Business Review)âexplains how itâs not necessarily the message itself that changes minds, but the key moment before you deliver that message.
What separates effective communicators from truly successful persuaders? With the same rigorous scientific research and accessibility that made his Influence an iconic bestseller, Robert Cialdini explains how to prepare 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 âmindsâ a pre-suader must also change âstates of mind.â
Named a âBest Business Books of 2016â by the Financial Times, and âcompellingâ by The Wall Street Journal, Cialdiniâs 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 listenerâs attitudes, beliefs, or experiences isnât necessary, says Cialdiniâall thatâs required is for a communicator to redirect the audienceâs 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 outlines 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, âYes.â His book is âan essential tool for anyone serious about science based business strategiesâŚand is destined to be an instant classic. It belongs on the shelf of anyone in business, from the CEO to the newest salespersonâ (Forbes).