Pre-suasion: A Revolutionary Way to Influence and Persuade – by Robert Cialdini
How strongly I recommend it: 6/10
See my lists of books for more.
Go to the Amazon page for details.
I expected something better, I found it a little bit light. Nevertheless, the book has some great points that will give you a wider perspective on how persuasion works. If you just got started in the field, go read it.
To get desired action it’s not necessary to alter a person’s beliefs or attitudes or experiences. It’s not necessary to alter anything at all except what’s prominent in that person’s mind at the moment of decision.
Anything that draws focused attention to itself can lead observers to overestimate its importance. Thus, the persuader who artfully draws outsize attention to the most favorable feature of an offer becomes a successful pre-suader.
Information about the self is an exceedingly powerful magnet of attention. When recipients get a message that is self-relevant, they are more likely to lend it attention, find it interesting, take it seriously, remember it, and save it for future reference. When you have a good case to make, you can employ—as openers—simple self-relevant cues (such as the word you) to predispose your audience toward a full consideration of that strong case before they see or hear it.
Communicators stand to be more effective by highlighting the idea of authority not just inside their message but inside the moment before their message. In this pre-suasive way, audiences will become sensitized to the coming authoritative evidence in the message, making them more likely to pay attention to it, assign it importance, and, consequently, be influenced by it.
People don’t care how much you know until they know how much you care.
People think it is appropriate for them to believe, feel, or do something to the extent that others, especially comparable others, are believing, feeling, or doing it.
A communicator who references a weakness early on is immediately seen as more honest. Then, with perceived truthfulness already in place, the audience is more likely to believe him. (Weakness before strength tactic works best when the strength doesn’t just add something positive to the list of pros and cons but, instead, challenges the relevance of the weakness.)
Who we are with respect to any choice is where we are, attentionally, in the moment before the choice.