When it comes to persuasion, success can begin before you say a word.
‘An instant classic.’ Forbes
‘Utterly fascinating.’ Adam Grant, author of Originals and Give and Take
‘Shockingly insightful.’ Chip Heath, co-author of Switch and Made to Stick
NEW YORK TIMES BESTSELLER
In his global bestseller Influence, Professor Robert Cialdini transformed the way we think about the craft of persuasion. Now he offers revelatory new insights into the art of winning people over: it isn’t just what we say or how we say it that counts, but also what goes on in the moments before we speak.
This is the world of ‘pre-suasion’, where subtle turns of phrase, seemingly insignificant visual cues, and apparently unimportant details of location can prime people to say ‘yes’ even before they are asked. And as Cialdini reveals, it’s a world you can master. If you understand the tools of pre-suasion, you will better placed to win a debate, get support for an idea or cause, promote a campaign – even persuade yourself to do something you find difficult.
Drawing on the latest research, and packed with fascinating case studies, Pre-Suasion is a masterclass in enhancing your powers of influence.
‘Mind-blowing.’ Management Today
‘Accessible and intellectually rigorous.’ Books of the Year, The Times
‘Fascinating, fluent and original.’ Tim Harford, author of The Undercover Economist Strikes Back
The first solo book in over three decades by psychologist and New York Times bestselling author Cialdini (Influence) is sure to be an important contribution to the fields of social psychology and behavioral economics. According to the author, the most successful persuaders prime their audiences for their message. One of his central points is that "what we present first changes the way people experience what we present to them next." This book "identifies what savvy communicators do" and explains how general readers can do the same. Based on Cialdini's research, decisions tend to be made based not on the factor "that counsels most wisely" but "the one that has been elevated in attention." Topics include the best sales techniques, the problem of false confessions, the role of embedded journalists in the Iraq war, and how Warren Buffet establishes trustworthiness in his annual Berkshire Hathaway newsletter. Dense, detailed, readable, and fascinating, this book may cause the reader to wonder whether unbiased decisions are possible. Voluminous and entertaining endnotes, as well as an initial annotated summary of each chapter, increase accessibility.