PRE-SUASION

PRE-SUASION:  A Revolutionary Way to Influence and Persuade, by Robert Cialdini, Simon & Schuster 2016

What are the very special techniques that produce "the privileged moment of change," and can ordinary professionals learn these powerful skills?

Author Cialdini believes that anyone can learn pre-suasion, and he supports this premise with a few good stories and much detail.  Cialdini's work is supported by much research, and this deep and rich background renders the book less a business and self-development cookbook, and more a thoughtful look from various perspectives on remarkable approaches to this very human challenge.   The secret is in the preparation, setting the stage and establishing the right mindset that will be open to persuasion.  

Here is one of Cialdini's examples that illustrate the importance of "pre-suasion":

             In 1588, British troops massed against a sea invasion from Spain at Tilbury were deeply concerned that their leader Queen Elizabeth I, as a woman, would not be up to the rigors of battle.  In addressing the              men, she dispelled their fears pre-suasively:  first acknowledging the concern by admitting a weakness, which established her honesty for whatever she said next, and then following it with a strength that                  demolished the weakness.    "I know," she asserted, "I have the body of a weak and feeble woman.  But, I have the heart of a king, and a king of England, too."  It's reported that so long and loud were the                cheers after this pronouncement that officers had to ride among the men ordering them to restrain themselves so the queen could continue.

Readers will find Chapter 7, "The Primacy of Associations:  I Link, Therefore I Think," very useful - it's about the brain!  Cialdini shows how word choice and imagery build commitment and linkage - and how incorrect messages can backfire.  "Recall that new psycho-linguistic analysis suggest that the main function of language is not to express or describe but to influence - something it does by channeling recipients to sectors of reality pre-loaded with a set of mental associations favorable to the communicator's view,"  as he shows us the value of metaphor.  

Part 3:  Best Practices:  The Optimization of Pre-suasion nails down the detailed actionable items readers are looking for.  He presents the six principles of social influence for a business-focused audience.  Here he advises cultivating a positive association because people are more favorable to a communication if they like the communicator.  But that is not enough to complete the persuasion; reduce the uncertainly and close in to motivate the action.  For business people, these three points summarize the big challenge.  Your co-workers may be friends, but they may not follow through just based on your shared experiences and friendship.  Cialdini takes us into the challenging work of pre-suasion preparation and closing.