The Science of Pre-Suasion

The Science of Pre-Suasion

Like so many others in marketing, one of the first books I read was Influence. Today this is required reading for anyone trying to persuade through writing, messaging, speaking – pretty much any form of communication. The principles outlined in this book have stood the test of time. So, it’s a pretty darn big deal when the author of said book, Dr. Robert Cialdini decides it is time to add to the conversion slightly 30 years later. I asked him why it took so long to write his second book and his answer is testament to just how important his first work is. Robert and I talk about the science behind communication and how the message before the message is key. Dr. Robert Cialdini, frequently regarded as the “Godfather of Influence,” knows all about persuasion, compliance, and negotiation. His books are the result of decades of peer-reviewed research on why people comply with requests. Do we need social proof and consistency for this kind of pre-suasion to be effective? What you’ll learn if you give a listen: How altering the mindset of the moment, referred to as “privileged moments,” can create a state of mind for recipients in communication What a tactical approach to influence is and how environment plays a critical role Why asking for a person’s advice, versus asking for an opinion, can encourage collaboration and support Learn more about Robert Cialdini and Influence at Work here.

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science of pre-suasion

Like so many others in marketing, one of the first books I read was Influence. Today this is required reading for anyone trying to persuade through writing, messaging, speaking – pretty much any form of communication. The principles outlined in this book have stood the test of time.

So, it’s a pretty darn big deal when the author of said book, Dr. Robert Cialdini decides it is time to add to the conversion slightly 30 years later.

I asked him why it took so long to write his second book and his answer is testament to just how important his first work is. He said, “I didn’t want to plant a bunch of shrubs around a great tree, I wanted to wait until I had another tree.”

My guest for this week’s episode of the Duct Tape Marketing Podcast…

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