Influence by Design
The Art of Pre-Suasion
Thoughts, feelings, and actions are influenced by unconscious factors, and "pre-suasion" involves strategically preparing audiences to be receptive to a message by using imagery or cues that align with desired behaviors, enhancing the effectiveness of persuasion.
The 6 Universal Principles of Influence
In "Influence: The Science of Persuasion," Robert Cialdini identifies six principles—reciprocity, liking, authority, social proof, scarcity, and commitment/consistency—that enhance message acceptance and can be effectively utilized in "pre-suading" audiences before a project or pitch.
Commanders of Attention, or Magnetizers
Pre-suasion, based on the psychological concept of priming, highlights how prior experiences shape our attention and emotional responses, and Cialdini presents two techniques: emphasizing self-relevance in messaging and using mystery to engage potential customers' need for closure.
Use Pre-Suasion Tactics in an Honest Way
Robert Cialdini emphasizes the ethical use of persuasion and pre-suasion, warning that irresponsible practices can lead to high turnover and a culture of dishonesty, while encouraging businesses to prioritize customer interests and the genuine value of their offerings.
Negotiation Techniques
Robert Cialdini outlines three effective negotiation techniques: match your partner's verbal style, pause before presenting your strongest point, and build trust by revealing a weakness before making your main argument, all of which can lead to more favorable outcomes.
Management Techniques
Managing people requires fostering internal motivation rather than relying on coercion, and Robert Cialdini suggests using “pre-suasive” techniques, such as congratulating teams on their commitment to future goals and encouraging creative problem-solving in expansive environments.
A Simple Move for Acing Your Next Interview
The first ten seconds of a job interview significantly influence the outcome, so leverage this by asking the interviewer why they invited you, prompting them to recall your positive attributes and strengths.
Face it: Your best stories and your deepest emotional appeals will fall flat if your audience isn’t receptive to begin with. So how do you get people in the right mindset? Psychologist and marketing expert Robert Cialdini recommends priming them with the subtle cues of “pre-suasion.”
Learning Objectives
- Pre-suade ethically and effectively.
- Blend multiple elements of influence into your presentation.
- Tailor your message to your audience.
- Build trust during negotiations.
- Apply pre-suasion techniques beyond sales interactions.