Pre-suasion’ is the art of influence by capturing and channeling attention. Rather than seek to change what people think (difficult), change what they think about instead by directing their attention (easy). The changed focus of our attention primes, anchors, frames and sets the agenda for our subseqeunt choices. Smart influence happens before any message is sent.
Whilst Influence focuses on what to say to influence consumers, distilling the findings of scientific research into six universal messages, Pre-suasion focuses on when to influence. And that time is before people notice they are being influenced.
If you want people to choose a bottle of French wine, first expose them to French background music before they decide.
If you want people to agree to try an untested product, first inquire whether they consider themselves adventurous
If you want people to feel warmly toward you, hand them a hot drink
The author of the legendary bestseller Influence, social psychologist Robert Cialdini shines a light on effective persuasion and reveals that the secret doesn’t lie in the message itself, but in the key moment before that message is delivered.