Pre-Suasion: A Revolutionary Way to Influence and Persuade

Pre-Suasion: A Revolutionary Way to Influence and Persuade by Robert Cialdini is a groundbreaking book that explores how the best communicators capitalize on “privileged moments for change.” These moments occur when audiences become receptive to a message before they even experience it. Optimal persuasion, according to Cialdini, is achieved through optimal pre-suasion. Rather than altering a listener’s attitudes or beliefs, the key lies in altering the audience’s focus of attention just before requesting a relevant action.

Drawing on an array of studies and real-world examples, from successful online marketing campaigns to wartime propaganda efforts, Cialdini illustrates how artfully channeling attention leads to potent pre-suasion and positive outcomes.