Pre-Suasion by Cialdini is a book that resonates with all who wish to influence. The shocking part is that it's all about what you can do before you create the message to gain influence. There are chapters on (a) the critical moment to establish influence, what he calls the privilege moments (a good time is after you've done a favor for someone) (b) how to gain attention for your message by opening with a situation that puts the listener in a framework where he's ready to assent especially with favorable or unfavorable fragments (c) how to focus attention with sex, threats, mysteries, changes in environment (d) how causality comes from focusing attention (e) the proper way to seat yourself vis a vis others in the room and when to talk (f) how to compliment the listener, (g) how to shift attention to a field where your listener is likely to give a yes, (h) how to elicit content with the universal principle of influence-reciprocity, liking, authority, social proof, scarcity, and consistency (i) a new category of influence for Cialdini not covered in his previous book Influence, the important of unity with the crowd, especially if you can get the listener to join in on the bandwagon, (j) how to make your influence last by creating actions that set them on the road.

Each chapter is self contained, starting with an anecdote from Cialdini's undercover work at high pressure sales meetings, then discussions of how to use the ideas consistently to gain influence, academic studies that support the method of influence, and then a lead into the next chapter as to how to gain even further influence read the next chapter. At the end of the book are detailed notes on the academic papers and further examples to hit the point home.

Cialdini does not place much emphasis on the economic value of the methods of influence he suggests nor its costs. Nor does he reference the studies of direct marketers like Caples who have tested numerous forms of influence, or the craft and lessons that advertisers have learned in their efforts to influence.

He is mainly concerned with how to influence listeners before the message in day to day activity, in business meetings, in politics, and somewhat in advertising. These are all good and the anecdotes he tells especially about hostages, and the Holocaust will rivet you and stay with you forever.

Needless to say, I find that all the techniques of influence are used in the market. We could start with the moments when key announcements are made for their greatest desired effect on the listener, the importance of focusing attention at the open or the close, the role of gurus and experts talking their book, the part of messages left unsaid, which Cialdini says is one of the greatest influences. There are many others.

I can heartily recommend the book on all fronts to anyone who wishes to know how the world works, who wishes to influence his family, business associates, voters, threateners, and or improve his market performance.





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