Pre-Suasion | Robert B. Cialdini

Summary of: Pre-Suasion: A Revolutionary Way to Influence and Persuade
By: Robert B. Cialdini


Dive into the intriguing world of persuasion with Robert B. Cialdini’s bestseller, ‘Pre-Suasion: A Revolutionary Way to Influence and Persuade’. This book unfolds the concept of ‘pre-suasion’, the pivotal moment before making a request or pitch. Throughout the summary, you’ll discover practical and strategic insight into human interaction and learn how to get what you want by setting the stage with context, trust, and subtle tactics. Adeptly explained and enriched by engaging real-life examples, Cialdini’s accessible style demystifies complex notions, making this summary insightful and user-friendly.

Pre-Suasion: The Art of Influencing Beforehand

Robert Cialdini’s Pre-Suasion offers valuable insights into the science of persuasion and how savvy communicators can use the art of influencing beforehand to get their messages accepted. Cialdini, an expert in psychology and marketing, coins the term “pre-suasion” to describe the crucial moment before making a request, presenting an argument, or seeking a raise that can make all the difference in whether or not the person you are addressing will be receptive to your message. Cialdini’s book provides strategic insight into human interaction and shows readers how they can apply that insight to get what they want. Despite his verbose style, the content is highly noteworthy and recommended by respected publications such as the Harvard Business Review.

The Comprehensive Guide to Pre-Suasion

Cialdini’s book on pre-suasion goes beyond a general overview, offering readers a comprehensive guide to the subject. While the book is over 400 pages, two-thirds of it provide insights into the topic, with the remaining portion focusing on top-quality references, notes, and an index. Despite being a commercial enterprise, the author targets both a mass audience and scholarly readership. Cialdini cites every source he uses, placing them in a wider marketing and psychological context. Whether or not you agree with the author’s arguments, it’s clear he’s an expert in the field who enjoys what he does.

The Power of Pre-suasion

In “Pre-suasion,” Cialdini delves into the art of persuasion, highlighting the significance of pre-suasion. He argues that the crucial factor that determines the efficacy of your pitch is not its content, but rather the context and setup that precede it. Through his research, Cialdini uncovers the importance of effectively priming someone before making a request or pitch. From persuading clients to employees, Cialdini’s book demonstrates how mastering pre-suasion can lead to successful outcomes in any arena of life.

The Art of Influence

In “Pre-Suasion,” Robert Cialdini explores the concept of winning people over before even making a request. Drawing on quotes from Sun Tzu and Cicero, he discovered that successful persuaders spend most of their time preparing their audience to receive their message. By studying various fields, Cialdini finds that “pre-suasion” involves making people receptive to a message before they encounter it. This essential groundwork can be achieved through careful framing, timing, and focusing attention on relevant details. “Pre-Suasion” provides compelling insights into the art of influence and how to make people more likely to say “yes” to your requests.

Trust-Based Strategies

Cialdini exemplifies two trust-based strategies that influence people to comply with requests. He discusses a consultant who mentions a high fee to make the actual cost appear smaller, and a successful fire-alarm salesman who waits for trust before pitching. Cialdini emphasizes that trust must be established before asking for a request.

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