Pre-Suasion: A Revolutionary Way to Influence and Persuade

“people don’t care how much you know until they know how much you care.79”

“There's a critical insight in all this for those of us who want to learn to be more influential. The best persuaders become the best through pre-suasion - the process of arranging for recipients to be receptive to a message before they encounter it. To persuade optimally, then, it's necessary to pre-suade optimally. But how?In part, the answer involves an essential but poorly appreciated tenet of all communication: what we present first changes the way people experience what we present to them next.”

“what is more accessible in mind becomes more probable in action,”

“Nothing in life is as important as you think it is while you are thinking about it.”18”

“those who cheat for you will cheat against you.”

“you’re much more persistent when you’re confident in your abilities.”

“a communicator who references a weakness early on is immediately seen as more honest”

“He who wants to persuade should put his trust not in the right argument, but in the right word. —”

“So by my lights, the number one rule for salespeople is to show customers that you genuinely like them. There’s a wise adage that fits this logic well: people don’t care how much you know until they know how much you care.”

“What we present first changes the way people experience what we present to them next.”

“Just as amino acids can be called the building blocks of life, associations can be called the building blocks of thought.49 In”

“If a gift, favor, or service incorporates all three features of meaningfulness, unexpectedness, and customization, it can become a formidable source of change.”

“in deciding whether a possibility is correct, people typically look for hits rather than misses; for confirmations of the idea rather than for disconfirmations.”

“A job candidate might say, “I am not experienced in this field, but I am a very fast learner.” An information systems salesperson might state, “Our set-up costs are not the lowest; however, you’ll recoup them quickly due to our superior efficiencies.”

“I can live for two months,” confessed Mark Twain, “on a good compliment.”

“the main purpose of speech is to direct listeners’ attention to a selected sector of reality. Once that is accomplished, the listeners’ existing associations to the now-spotlighted sector will take over to determine the reaction. For”

“In large measure, who we are with respect to any choice is where we are, attentionally, in the moment before the choice.”

“The press may not be successful most of the time in telling people what to think, but it is stunningly successful in telling them what to think about.”

“... the brain's operations arise fundamentally and inescapably from raw associations. Just as amino acids can be called the building blocks of life, associations can be called the building blocks of thought.”

“The first, a quote from Voltaire, is contemptuous: “Anything too stupid to be spoken,” he asserted, “is sung.” The second, an adage from the advertising profession, is tactical: “If you can’t make your case to an audience with facts, sing it to them.”

“There’s an implication for influence: persuaders would be wise to match the System 1 versus 2 orientation of any appeal to the corresponding orientation of the recipient. Thus, if you are considering a car purchase primarily from the standpoint of its emotionally relevant features (attractive looks and exhilarating acceleration), a salesperson would be well advised to convince you by using feelings-related arguments.”

“tactic can be particularly successful when the audience is already aware of the weakness; thus, when a communicator mentions it, little additional damage is done, as no new information is added—except, crucially, that the communicator is an honest individual. Another enhancement occurs when the speaker uses a transitional word—such as however, or but, or yet—that channels the listeners’ attention away from the weakness and onto a countervailing strength.”

“A los consultores se les enseña a ganarse a la empresa del cliente alcanzando primero el estatus de «consejero de confianza».”

“Lastly, these findings tell me that the answer to the question of whether, as a group, MDs are primarily patient-serving or self-serving is . . . yes. They are each, depending on their attentional focus at the time.”

“But the rule for reciprocation, which states that those who give first are entitled to receive in return,”

“WHO WE ARE IS WHERE WE ARE Whenever”

“The messenger is the message.” Of”

“to make it climb, make it rhyme. Within”

“Consider the results of a study conducted at Northwestern University. Researchers gave online participants information about a pair of sofas we’ll call the Dream and the Titan. The two, manufactured by different furniture companies, were comparable in all respects except for their cushions. The Dream’s cushions were softer and more comfortable than the Titan’s but less durable. In”

“¿Existe algún mecanismo aplicable en toda clase de contextos del que puedan echar mano las entidades para provocar este tipo de comportamientos sincronizados y condicionar así a los distintos integrantes del grupo hacia los objetivos grupales? Pues sí. Se trata de la música.”