Pre-Suasion: Channeling Attention for Change

Robert Cialdini’s 1984 book Influence: The Psychology of Persuasion has sold over three million copies and has been translated into thirty languages. The book brought science to the art of persuasion, and set out the famed Six Principles of Influence: social proof, reciprocation, authority, liking, scarcity and consistency. There is a good 10 minute summary of the work here. [...]Someone recently recommended that I read his new book Pre-suasion. This book is about research into “Priming”. This is the idea that our decisions are substantially influenced by seemingly trivial items.For example, a company was introducing a new soft drink and had representatives stationed in a mall. Their job was to stop shoppers, explain the features of the new soft drink and attempt to gain the shoppers email address in exchange for the promise of a sample. The success rate was less than 33%. But when a Pre-Suasion question, “Are you adventurous?” was asked prior to launching into the discussion about the new soft drink, the results were astounding. First 97% of the people responded that there were in fact adventurous. They all had a better than average sense of humour as well . But what was really amazing was that once people had affirmed they were adventurous, the success rate shot up to 75%.A key message of the book is that we like those who are like us, be it liking the same sports or sharing a nationality. This is also a key message of the Humm-Wadsworth. [...] If two individuals share a dominant Humm Component, it is highly likely they will get along with each other.A wonderful example of this “liking” effect were the Lithuanian Jews who had escaped to Shanghai and Japan during WWII after gaining Japanese travel visas. The Japanese, post Pearl Harbour, had become allies of the Nazis who in turn demanded these Jews be killed. The Japanese asked the Jews why they were so hated by the Nazis. The answer by Rabbi Kalisch was telling, “It is because we are Asians, just like you.” Understanding the social power of saying the right thing at the right time saved a large group of Jews from death.Another interesting application discussed in the book is when to use “I think” or “I feel.” Normals and Engineers are logical in their decision making and “I think” is the best approach. By contrast the other five Humm components are emotional in their decision making and “I feel” is the best approach. This is a great example of Practical Emotional Intelligence in action.I found Pre-suasion to be a lively and engaging book. It’s a tour through social psychology. Note the actual book is 233 pages long but the references and end notes are about 150 pages.

Disclosure - I have only read a little over the first 100 pages. The problem is I'm afraid to finish this book. Not for lack of trying. I've read these 100 pages over and over again. They are incredible. Beyond incredible. Intellectually stimulating yet also practical. Useful. Profitable. I've already made significant changes to my business and seen the impact on my bottom line. It's also made me a better person by practicing and using these principles on myself.And to think I almost didn't read this book in the first place. Why? Years ago I read Robert Cialdini's book Influence  Influence: The Psychology of Persuasion, Revised Edition  and unlike all other books about persuasion out at the time, Cialdini's was backed by actual research, not anecdotal. Simply put, it was the best book on persuasion that I have ever read. I read that book 9 years ago and I still use something I learned from that book in my business every day.For some dumb reason I was hesitant to read Pre-suasion at first because I didn't want to taint my experience with Cialdini as an author, having written one of my all time favorite books. Then I watched a podcast that Joe Polish did with Cialdini and realize I was foolish for dragging my feet so I bought Pre-suasion. I had heard from several people already before that how good the book was, but you know how some people are - quick to dish out the hyperbole.In retrospect everyone who told me how good the book was undersold it. It's not just good. It's not even great. It, to me, is the evolution of Influence. I haven't even read the whole thing yet and I think it might already be my new favorite book on persuasion. I can only imagine the untold number of success stories that are come from this book.To think, a retired professor was able to write something so impactful to business that it surpassed all these books that actual successful businessmen and marketers put out. Hey, I'll take it. This is not an optional read if you're in business or want to be in business. If you go into any category, niche or field and you run up against a competitor who has read and practices presuasion and you don't... I can't understate how much of a disadvantage you'll be at.Pre-suasion? Simply incredible.

After reading 'Influence' by the same author, I thought I would give this book a try as well and I'm not disappointed that I did.In Pre-Suasion, Cialdini outlines his research into the pre-suasive impact that environmental, verbal and emotional stimulus can have on people's decision making and does so in a way intended to be heuristically instructive to the reader, stead of merely stating the evidence of studies as was the case with 'Influence'.The book presents much knowledge to glean and manages to be almost non-chalant toward the gravitas of some of the ideas presented within it, the lessons that marketers and advertisers could learn from reading this are seemingly endless, and yet the book remains perfectly readable to the lay-person and grounded in jargon-free language.My only criticism is that I would have liked, considering the book is aimed at educating, sections encouraging the reader to think for themselves about how (based on prior information) they would attempt to create pre-suasive environments in order to promote ideas/products/behaviours. As trying to absorb and remember the methods and outcomes of huge studies without repetition and practice is quite difficult, I personally find.

This is a good book but it's not value for money. This book claims to be a 413 pages ,but nearly last 180 pages author has mentioned references where he copied the idea. And again 180 + last 70 pages author mentioned notes of chapter with YouTube link and original details in such a way that is can't be useful for a normal reader.I have took the screenshot of the thickness of those pages that I found only on this book. So basically author has tried to sell a average quality low content to more pages and when you buy this book you will get a feeling of being a fool . I am not saying this book is not worthy but only saying that this could be get free online for should be priced 100-150 bucks not more than that.

This is a great and enjoyable book. Using one trick in the book that's very easy to implement, I got about a thousand percent increase in my social media sharing for an article on cryptokronos.com. Well worth a read, because I think there is something for everyone in this book. Definitely going to read it a number of times. And I'm a very experienced online marketer.

Easy to read it flows well. If you don't have Cialdini's earlier book on persuasion don't worry he does a good summary as a way of supporting his pre-suasion content. The subject matter maps in well with Daniel Kahneman's Thinking Fast Thinking Slow in that a lot of the priming Cialdini discusses seems to be making use of the brain's need to take shortcuts in order to keep up with the deluge of sensory input we all have to deal with on a daily basis.

This is a great follow up on Cialdini's classic book Influence. I think time will be kind to this book which nicely brings together two decades of insight by one of the most accomplished students of persuasion."In large measure, WHO we are with respect to any choice is WHERE we are, attentionally, in the moment before the choice" Master the moments that matter.Time spent reading this is time very well spent. Cialdini offers so many stunning insights, so go ahead, buy the book and satisfy your "craving for cognitive closure"...