Pre-Suasion: A Revolutionary Way to Influence and Persuade by Robert Cialdini is a must-read for anyone interested in the psychology of persuasion. Cialdini is an expert in the field, having authored the classic book Influence: The Psychology of Persuasion. In Pre-Suasion, he builds on his previous work and presents a groundbreaking approach to influencing people.
The central thesis of the book is that the moment before the message is delivered is just as important as the message itself. Cialdini calls this concept “pre-suasion.” Pre-suasion involves creating favorable conditions for a message to be received, by influencing people’s state of mind or attention immediately prior to delivering the message.
Cialdini uses a variety of examples and studies to illustrate his points, from the world of advertising and politics to everyday situations such as negotiations or job interviews. He explains how subtle cues such as colors, sounds, or even smells can influence people’s behavior and decision-making.
One of the most interesting parts of the book is the chapter on “Unity.” Cialdini argues that creating a sense of “we-ness” or unity between people can be a powerful pre-suasive tool. He uses examples such as the “miracle on the Hudson” plane crash, where passengers and crew members came together to save each other, as well as a study where people were more likely to donate money to a charity when they were told that other people in their group had already donated.
Cialdini also explores the role of emotions in pre-suasion. He argues that emotions are critical in shaping people’s attitudes and behavior, and that by inducing certain emotions in people, we can pre-suade them to be more receptive to our messages. For example, Cialdini discusses how the fear of missing out (FOMO) can be a powerful motivator, and how creating a sense of urgency can influence people to take action.
Throughout the book, Cialdini emphasizes the importance of ethical persuasion. He argues that pre-suasion should not be used to manipulate or deceive people, but rather to create win-win situations where both parties benefit. He also provides practical advice on how to use pre-suasion in different contexts, such as sales, negotiations, or social interactions.
Overall, Pre-Suasion is a fascinating and thought-provoking book that offers a new perspective on the art of persuasion. Cialdini’s writing is clear and engaging, and his examples and studies are both entertaining and informative. Whether you’re a marketer, a salesperson, a negotiator, or just someone interested in the power of persuasion, this book is well worth reading.
As Greg Hoffman, former CMO of Nike, puts it, “Cialdini is the master of influence, and in Pre-Suasion, he takes it to a whole new level. This book is a must-read for anyone who wants to understand how to persuade and influence others in an ethical way.”
