Persuasion

Pre-Suasion: 6 key ideas

by Robert Cialdini

The core ideas of Pre-Suasion, each in under a minute, written in our own words. Want the full depth? Get the book.

1. IDEA 1 OF 6

   Prepare the moment

   What people focus on just before a request shapes how they respond.

   Set the stage first.

2. IDEA 2 OF 6

   Privileged moments

   There are moments when people are especially receptive.

   Time your message for them.

3. IDEA 3 OF 6

   Associations prime people

   Images and words activate related ideas.

   Choose them carefully.

4. IDEA 4 OF 6

   Unity

   Shared identity, such as family, place or tribe, is a powerful influence.

   Emphasise "we".

5. IDEA 5 OF 6

   Attention signals importance

   What is made salient seems more important.

   Direct attention deliberately.

6. IDEA 6 OF 6

   Use it ethically

   These tools work best and longest when they serve the person you're persuading.