The acclaimed New York Times and Wall Street Journal bestseller from Robert Cialdini - the foremost expert on effective persuasion (Harvard Business Review) - explains how it's not necessarily the message itself that changes minds, but the key moment before you deliver that message.

 

What separates effective communicators from truly successful persuaders? With the same rigorous scientific research and accessibility that made his Influence an iconic bestseller, Robert Cialdini explains how to prepare people to be receptive to a message before they experience it. Optimal persuasion is achieved only through optimal pre-suasion. In other words, to change "minds" a pre-suader must also change "states of mind."

 

Named a "Best Business Books of 2016" by the Financial Times, and "compelling" by The Wall Street Journal, Cialdini's Pre-Suasion draws on his extensive experience as the most cited social psychologist of our time and explains the techniques a person should implement to become a master persuader. Altering a listener's attitudes, beliefs, or experiences isn't necessary, says Cialdini - all that's required is for a communicator to redirect the audience's focus of attention before a relevant action.

 

From studies on advertising imagery to treating opiate addiction, from the annual letters of Berkshire Hathaway to the annals of history, Cialdini outlines the specific techniques you can use on online marketing campaigns and even effective wartime propaganda. He illustrates how the artful diversion of attention leads to successful pre-suasion and gets your targeted audience primed and ready to say, "Yes. His book is an essential tool for anyone serious about science based business strategies...and is destined to be an instant classic. It belongs on the shelf of anyone in business, from the CEO to the newest salesperson" - Forbes.

 

The great social psychologist RobertCialdini has written another timeless and indispensable book about thepsychology of influence. I'll be recommending it for years and years. - Amy Cuddy, author of Presence

 

Extends the science of persuasion in several important ways... 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

 

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, professor of Management and Psychology at the Wharton School, and author of Originals and Give and Take

 

Digging down into how people make decisions at a primitive level is the specialty of author Robert Cialdini, a guru to salesmen and marketers since the publication of his 1984 book Influence. In his new book Pre-Suasion: A Revolutionary Way to Influence and Persuade, he returns with more tips about how to slither your way into people's minds and rearrange what you find there. - New York Post

 

"No 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, Charles R. Walgreen Distinguished Service Professor of Behavioral Science and Economics at The University of Chicago Booth School of Business, co-author of Nudge, and author of Misbehaving