Pre-Suasion

An essential tool for anyone serious about science based business strategies. Pre-Suasion is well worth the long wait, and is destined to be an instant classic. The book belongs on the shelf of anyone in business, from the CEO to the newest salesperson. * Forbes * A fascinating, fluent and original book from one of the giants of behavioural science. -- Tim Harford, author of The Undercover Economist Strikes Back It's a book that is guaranteed to be a bestseller among marketeers, but it should also be a must-read for any professional or consumer in other words, all of us. -- David Halpern, CEO, the Behavioural Insights Team, author of Inside the Nudge Unit Cialdini is no foubt the godfather of persuasion, and I wouldn't be surprised if Pre-Suasion causes another revolution in the influence arena it is mind-blowing * Management Today * 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. -- Amy Cuddy, author of Presence 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. -- Adam Grant, author of Originals and Give and Take Cialdini collates an impressive array of studies suitable for academic and general readers. -- Books of the Year * Times Higher Education * No social 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. -- Richard H. Thaler, co-author of Nudge and author of Misbehaving Robert Cialdini's Influence is, by a wide margin, the book that I recommend most often. Pre-Suasion may be even more shockingly insightful. -- Chip Heath, co-author of Switch and Made to Stick Both accessible and intellectually rigorous -- Books of the Year * The Times * No stone is left unturned Cialdini builds a convincing and lushly written case * People Management * His trove of findings and case studies covers how our focal points determine who we see as influential * Nature * [Cialdini] argues that the content of an advertisement or selling strategy is less important than the context. You can try to improve your core pitch as much as you like, but if you havent paid attention to background circumstances (such as the film people were watching at the time), you wont get anywhere. -- Matthew Syed * The Times * Cialdini, author of the best-selling Influence, returns with a book that points out how setting the scene for your audience pre-suading them is as important as the message itself. -- Best Books of 2016 * Financial Times * Cialdini's classic work, Influence, added some real science to the art of sales and marketing. In this sequel, he extends his original work and reveals how the human mind works in buying situations. Essential stuff. -- Best Sales and Marketing Book of the Year * Inc. * Builds on [Cialdini's] pioneering text Influence, which was released in 1984 and sold three million copies worldwide . . . Introduces the idea of timing to the ideas of Influence and pushes them into the digital age. * Independent * Pre-Suasion is packed with new research, tactics and insights . . . An instant classic. * Entrepreneur * Exhaustively reviews the research not on how to influence others but on how to make people ready to be influenced . . . Compelling. * Wall Street Journal * Robert Cialdini is perhaps the foremost expert on effective persuasion . . . The book provides a vast catalogue of research and techniques, many of them marketing related. * Harvard Business Rev

Robert Cialdini has spent his entire career researching the science of influence, earning him an international reputation as an expert in the fields of persuasion, compliance, and negotiation. Currently Dr Cialdini is Regents' Professor Emeritus of Psychology and Marketing at Arizona State University. In the field of influence and persuasion he is the most cited living social psychologist in the world today. According to Dan Pinks current bestseller, To Sell is Human, 'Cialdini has done more to advance the scholarship of persuasion than anyone in the world.' As well as his bestselling books, his ground-breaking research has been featured in the most prestigious of scientific journals as well as on TV, radio and in the business and national press throughout the world. An interview with him in the July-August 2013 issue of Harvard Business Review, titled 'The Uses (and Abuses) of Influence', calls him the 'leading social scientist in the field of influence.' The May 2014 issue of Inc. identifies him as one of the 'Top 50 Leadership and Management Experts in the World'. He lives in Phoenix, Arizona.

i: Acknowledgments ii: Author's Note Part 1: PRE-SUASION: THE FRONTLOADING OF ATTENTION 1: PRE-SUASION: An Introduction 2: Privileged Moments 3: The Importance of Attention . . . Is Importance 4: What's Focal Is Casual 5: Commanders of Attention 1: The Attractors 6: Commanders of Attention 2: The Magnetizers Part 2: PROCESSES: THE ROLE OF ASSOCIATION 7: The Primacy of Associations: I Link, Therefore I Think 8: Persuasive Georgraphies: All The Right Places, All the Right Traces 9: The Mechanics of Pre-Suasion: Causes, Constraints, and Correctives Part 3: BEST PRACTICES: THE OPTIMIZATION OF PRE-SUASION 10: Six Main Roads to Change: Broad Boulevards as Smart Shortcuts 11: Unity 1: Being Together 12: Unity 2: Acting Together 13: Ethical Use: A Pre-Pre-Suasive Consideration 14: Post-Suasion: Aftereffects iii: References iv: Notes v: Index