Robert Cialdini’s Influence is a marketing and influence classic. So when I heard about Pre-Suasion, I was hoping it would be a worthy companion. While Influence is the classic when it comes to persuasion techniques and is referenced in every business book, Pre-Suasion looks at the moments before persuasion occurs. It shows that how you communicate in the moments before the key message is delivered is just as important as the message itself. This opens up a whole new world for marketers and business leaders to optimise their communication, negotiation and sales strategies.
If you know Influence, you’ll find Pre-Suasion is a logical and valuable follow-up. Influence looks at the principles of persuasion, and Pre-Suasion looks at the pre-persuasion moments that prime an audience to be more receptive to subsequent messages or offers. While Influence is hard to beat in terms of impact and importance, Pre-Suasion is a worthy companion.
The core idea of Pre-Suasion is that timing and context are everything in how we receive messages. Cialdini shows how subtle environmental cues and carefully crafted contexts can set the stage for persuasion. By optimising these moments before a decision is made, whether you’re designing a website, crafting a sales pitch or even managing team dynamics, you can supercharge your communication.
Key Points:
- The Power of Pre-Suasion: Persuasion doesn’t start when you open your mouth. Instead by shaping the context and cues before an interaction we can prime our audience for receptivity.
- Privileged Moments: Cialdini introduces the concept of “privileged moments” – specific points in time when people are more open to suggestions. Knowing and leveraging these moments is key to maximising the impact of your pre-suasive efforts.
- Priming and Attention: One of the book’s biggest insights is that what we focus on shapes our responses. By 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 a negotiation can create a more collaborative environment.
- Unity as a Principle of Influence: Cialdini adds a seventh principle to his six (reciprocity, commitment/consistency, social proof, authority, liking and scarcity) – Unity. This principle is about the power of shared identity. People are more likely to be influenced when they feel a sense of “we” or belonging.
One of the book’s strengths is its logical and easy-to-follow. As I said in my Goodreads review, “Logical following [Influence], though the famous Influence is hard to beat for impact.” Cialdini weaves together scientific research and real-world examples so the concepts are easy to understand and apply to marketing strategies.
If you’re a business leader or marketer, Pre-Suasion is a must-read. The book is especially useful for those who craft marketing strategies, manage teams, or are interested in the psychology of decision-making. Cialdini’s ideas will help you supercharge your communication to be more effective and impactful. While Influence is the foundation text, Pre-Suasion is a set of tools to take your negotiation and sales communication to the next level. It is a good addition to a marketer’s bookshelf.
