What separates average persuaders from extraordinarily successful ones?

Robert Cialdini illuminates how the best communicators capitalize on "privileged moments for change," in which audiences become receptive to a message before they experience it. Optimal persuasion is achieved through optimal pre-suasion. Altering a listener's attitudes, beliefs, or experiences isn't necessary, says Cialdini - all that's required is to alter the audience's focus of attention just before requesting a relevant action. He draws on an array of studies and accounts from online marketing campaigns to wartime propaganda efforts, illustrating how the artful channeling of attention leads to potent pre-suasion and positive outcomes.