Marketing and SalesContent Marketing

1. The Importance of Front Loading
2. Concept: The central thesis of “Pre-Suasion” is that the context and environment leading up to the persuasion attempt (the pre-suasive moment) are critical in determining the result.
3. Example: Cialdini describes a study in which researchers increased the number of people willing to try a new soft drink by asking them if they considered themselves adventurous before offering the drink. Those who answered affirmatively were far more willing to try it.

4. Action: Before making a proposal, precede your request with a question or statement that aligns with your goal. For example, if you’re seeking support for a charitable cause, you might first ask, “Do you consider yourself someone who cares about helping others?”

5. Channeling Attention

6. Concept: By directing someone’s focus, you can control their perception and, ultimately, their decisions.
7. Example: Cialdini illustrates this with a study where job candidates who were interviewed in front of a convivial backdrop (flowers and comfortable seating) were rated more positively than those in a sterile environment.

8. Action: To implement this, create a favorable environment that aligns with your message. For instance, if presenting a business proposal, ensure the setting is professional yet welcoming to put stakeholders in a positive, receptive state.

9. The Power of Suggestion

10. Concept: Nuanced language and subtle suggestions can shape someone’s outlook even before they make a decision.
11. Example: In one experiment, people exposed to words related to energy were more likely to engage in vigorous physical activity afterward.

12. Action: Embed suggestive terms that correlate with your intended outcome into your pre-suasive discourse. For a campaign promoting fitness products, use terms like “active,” “energetic,” and “vital” in your preliminary conversations and materials.

13. Creating Unity

14. Concept: Establishing a sense of shared identity with your audience fosters trust and receptiveness.
15. Example: Cialdini demonstrates this through examples from political campaigns, where candidates who are perceived to share concerns or backgrounds with their voters tend to gain more support.

16. Action: Find and emphasize common ground with your audience before delivering your main message. In a business setting, this might mean showing alignment with the company’s values or mission in your introductory remarks.

17. Priming with Positive Associations

18. Concept: Associating your message with positive feelings will make it more appealing.
19. Example: Cialdini mentions a retail experience where simply encountering a friendly and attentive staff member made customers more willing to buy products.

20. Action: Prime your audience with positive stimuli ahead of time. If pitching a product, start with a customer testimonial that highlights the positive experiences associated with your product.

21. Anchoring Perceptions

22. Concept: The first piece of information offered (the anchor) sets the tone for everything that follows.
23. Example: Online retailers often list a higher original price next to a discounted price to make the deal appear more attractive.

24. Action: When negotiating, offer a high initial figure to anchor the perception of worth. This can make subsequent figures seem more reasonable in comparison.

25. Natural Triggers

26. Concept: Natural or seemingly coincidental elements can strongly influence decisions.
27. Example: A real estate agent might discuss the importance of family before showing a house, making a prospective buyer more attuned to the property’s family-friendly features.

28. Action: Incorporate natural elements that subconsciously align with your objectives. In advertising, use imagery of happy families and serene homes if you’re selling a household product.

29. Consistency and Commitment

30. Concept: People like to remain consistent with their previous commitments and beliefs.
31. Example: Cialdini refers to a campaign where pedestrians were more willing to place a large “Drive Safely” sign in their yards after previously agreeing to a small, related favor.

32. Action: Start with small commitments that pave the way for larger requests. If advocating for policy change, begin by asking for a pledge or signature, which then can lead to more substantial actions.

33. The Halo Effect

34. Concept: People associate qualities of one thing or person with related aspects.
35. Example: In the book, attractive salespeople were more successful because their physical appeal created a positive halo effect that extended to the products they sold.

36. Action: Use visually appealing media and choose charismatic representatives to positively influence the audience’s perception of your message or product.

37. Establishing Authority and Credibility

    • Concept: Demonstrating expertise and authority can pre-sway someone to trust and follow your message.
    • Example: Cialdini mentions how doctors who display their credentials prominently in their offices instill greater patient trust.
    • Action: Clearly establish your credentials before making your main argument. In a presentation, start with your qualifications and past successes to build authority.

Marketing and SalesContent Marketing