he author of the legendary bestseller Influence, social psychologist Robert Cialdini sheds light on effective persuasion and reveals that the secret is not 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 selling success, Robert Cialdini explains how to take advantage of the essential time window before conveying an important message.
This privileged moment for change prepares people to be receptive to a message before they experience it.
Optimal persuasion can only be achieved through optimal pre-persuasion.
In other words, to change the minds of a pre-suader you must also change the moods.
His first solo work in over thirty years, Cialdinis Pre-Suasion is based on his extensive experience as the most widely cited social psychologist of our time and explains the techniques a person must apply to become a master persuader.
It is not necessary to alter the attitudes, beliefs or experiences of listeners, says Cialdiniall, what is required is for a communicator to redirect the focus of the audience before a relevant action is taken.
From advertising image studies to the treatment of opiate addiction, from Berkshire Hathaway's annual letters to the annals of history, Cialdini draws on a series of studies and narratives to outline specific techniques that can be used in online marketing campaigns and even in effective wartime propaganda.
It illustrates how devious distraction of attention leads to successful pre-persuasion and prepares your target audience to say, "Yes.