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The acclaimed New York Times and Wall Street Journal bestseller from Robert Cialdini—“the foremost expert on effective persuasion” (Harvard Business Review)—explains how it’s not necessarily the message itself that changes minds, but the key moment before you deliver that message. What separates effective communicators from truly successful persuaders? With the same rigorous scientific research and accessibility that made his Influence an iconic bestseller, Robert Cialdini explains how to prepare people to be receptive to a message before they experience it. Optimal persuasion is achieved only through optimal pre-suasion. In other words, to change “minds” a pre-suader must also change “states of mind.” Named a “Best Business Books of 2016” by the Financial Times, and “compelling” by The Wall Street Journal, Cialdini’s Pre-Suasion draws on his extensive experience as the most cited social psychologist of our time and explains the techniques a person should implement to become a master persuader. Altering a listener’s attitudes, beliefs, or experiences isn’t necessary, says Cialdini—all that’s required is for a communicator to redirect the audience’s focus of attention before a relevant action. From studies on advertising imagery to treating opiate addiction, from the annual letters of Berkshire Hathaway to the annals of history, Cialdini outlines the specific techniques you can use on online marketing campaigns and even effective wartime propaganda. He illustrates how the artful diversion of attention leads to successful pre-suasion and gets your targeted audience primed and ready to say, “Yes.” His book is “an essential tool for anyone serious about science based business strategies…and is destined to be an instant classic. It belongs on the shelf of anyone in business, from the CEO to the newest salesperson” (Forbes).
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Liczba stron: 22
Chapter 1: Pre-suasion – The frontloading of attention
Chapter 2: Pre-suasion – The process and the role of association
Chapter 3: Pre-suasion – Best practices
Table of Contents
Pure and simple pre-suasion is the frontloading of attention in such a way that the receiver is more inclined to agree with what you then say or suggest. Pre-suasion works because of two very human tendencies:
In a recent study, social scientists asked people to try a new soft drink and see what they thought of it. To get the free sample, people merely had to supply an email address for instructions to be sent to them. Only 33 percent of the people who were asked were willing to provide their contact information – which seemed low for a free product sample.
The researchers then changed their methodology. Before asking for an email address, they asked: "Do you consider yourself to be adventurous and open to trying new things?" Almost everyone said yes following which 75.7 percent then gave their email address. Just asking a question which encouraged people to visualize themselves as being adventurous more than doubled their willingness to agree to provide contact details.
That's the power of pre-suasion. Inpractice,pre-suasion suggests the guiding factor in many decisions is not what is the wisest choice but what has been recently brought to mind. When we pay attention to something, we lose the ability to focus on anything else.
"The best we can do to handle multiple channels of information is to switch back and forth among them, opening and closing the door of mindfulness to each in turn. This skill allows for multitasking, the ability to focus on several activities in the same time frame—perhaps talking on the phone while reading an email message. Although it might seem that we are concentrating on more than one thing simultaneously, that's an illusion. We are just rapidly alternating our focus." —Robert Cialdini
It's human nature to assume whatever you are thinking about at the present time is important because to you it is. When you choose to think about something, you exclude your ability to focus on everything else. And thus, if you as a communicator get your audience to focus on a key element of your message first, you pre-load it with importance.
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