Pre-Suasion
by Robert Cialdini
Cialdini's second book is about what happens before the message: how attention, framing and timing prime people to agree. It is more subtle than Influence and documents how skilled persuaders set the stage. The research is strong and the ethical discussion is serious.
Read it if…
you have read Influence and want the next layer.
Skip it if…
you have not read Influence; start there.
Three things you will actually use
- What is focal is seen as causal; direct attention.
- Open with questions that prime agreement honestly.
- Use unity: shared identity moves people most.
Do this first
Before your next important request, decide what you want the other person focused on in the minute before you ask.
Our verdict
Subtle and well-researched; the advanced course in persuasion.
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