Pre-Suasion: A Revolutionary Way to Influence and Persuade

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.