What are the secrets to persuading someone to adopt your point of view? Robert Cialdini shares highlights from his book “Pre-Suasion: A Revolutionary Way to Influence and Persuade.” Robert Cialdini, Author, “Pre-Suasion: A Revolutionary Way to Influence and Persuade”. Pre-suasion’ is the art of influence by capturing and channeling attention. Rather than seek to change what people think (difficult), change what they think about instead by directing their attention (easy). The changed focus of our attention primes, anchors, frames and sets the agenda for our subsequent choices. Smart influence happens before any message is sent.
- Pre-suasion is built around the ideas of anchoring and priming. Anchoring – also known as the focusing effect/focusing illusion – is an attentional bias that means we systematically rely too heavily on the first piece of information offered (the “anchor”) when making decisions. Priming refers to how our attention and responses are systematically biased by what we’ve just been exposed to (exposure to one stimulus influences the response to another stimulus). Together priming and anchoring mean that whatever first captures our attention is seen as important, causal and directs our response.