In the realm of marketing and influence, Robert Cialdini’s Influence stands as a timeless classic. So, when I heard about his follow-up, Pre-Suasion, I was keen to see if it could live up to its predecessor and provide a valuable companion. While Influence remains the classic when it comes to persuasive techniques, regularly referenced in business books, Pre-Suasion offers valuable insights into the important moments before persuasion occurs. The book shows that how you communicate in the moments before the key message is delivered can be just as important as the message itself. This insight opens up a whole new realm of possibilities for marketers and business leaders looking to optimise their communication, negotiation, and sales strategies.
If you’re familiar with Cialdini’s classic Influence, you’ll find Pre-Suasion is indeed a logical and enriching follow-up. While Influence focuses on the principles of persuasion, Pre-Suasion shifts the spotlight to the pre-persuasion moments that prime an audience to be more receptive to subsequent messages or offers. Although Influence remains hard to beat in terms of its impact and importance, Pre-Suasion does stand as a worthy companion.
The core concept of Pre-Suasion revolves around the idea that timing and context are pivotal in shaping how messages are received. Cialdini reveals how subtle environmental cues and carefully crafted contexts can set the stage for persuasion. By optimising these key moments before a decision is made, whether you’re designing a website, crafting a sales pitch, or even managing team dynamics, you can significantly enhance the effectiveness of your communication.
Key Concepts:
1. The Power of Pre-Suasion: Persuasion doesn’t begin when you start talking. Instead, by strategically shaping the context and cues before an interaction, we can prime our audience for receptivity.
2. The Importance of “Privileged Moments”: Cialdini introduces the concept of “privileged moments” – specific points in time when individuals are exceptionally open to suggestion. Recognising and capitalising on these moments is crucial for maximising the impact of your pre-suasive efforts.
3. Priming and Attention: One of the book’s most compelling takeaways is the understanding that what we focus on shapes our responses. By strategically directing attention to specific details or ideas, we can prime our audience to be more receptive to our message. For example, highlighting shared values before negotiation can foster a more collaborative atmosphere.
4. Unity as a Principle of Influence: Cialdini expands upon his six principles of influence (reciprocity, commitment/consistency, social proof, authority, liking, and scarcity) by introducing a seventh: Unity. This principle highlights the persuasive power of shared identity, reminding us that people are more likely to be swayed when they feel a sense of “we” or belonging.
One of the book’s strengths is its logical and accessible presentation. As I noted in my Goodreads review, “Logical following [to Influence], though the famous Influence is hard to beat for importance.” Cialdini seamlessly blends scientific research with real-world examples, making the concepts both understandable and readily applicable to marketing strategies.
If you are a business leader or marketer, Pre-Suasion is a must-read. The book is particularly beneficial for those involved in crafting marketing strategies, managing teams, or anyone interested in the psychological aspects of decision-making. Cialdini’s insights can help you fine-tune your communication strategies to be more effective and impactful. While Influence remains the foundational text, Pre-Suasion offers a powerful set of tools to take your negotiation and sales communications to the next level and is a worthy companion for a marketer’s resource bookshelf.
