Political scientist Robert Cialdini, shines light on powerful persuasion and explains that the secret in the crucial moment before the message is sent and in the message content. How can we distinguish successful persuaders from communicators? Robert Cialdini describes how to take advantage of the critical lapse of time before sending important messages. Cialdini’s Pre-Suasion builds on his considerable expertise as the most quoted behavioral psychologist of our time and discusses the methods that a person can use to become a master persuader. Changing the views, values, or perceptions of a listener is not important, Cialdini says that all that is needed is to shift their focus of attention. Through reports on promotional symbolism to the diagnosis of opiate dependence, from Berkshire Hathaway’s annual letters to historical annals, Cialdini uses a number of research and myths to describe the different strategies you can use on social marketing campaigns and even propaganda. He shows that shifting of focus contributes to positive pre-suasion and pushes the target group to say yes.
