“Pre-Suasion” by Robert Cialdini is one of the best books on marketing I’ve read. Period. Full Stop. Why? Because Cialdini covers marketing as it’s experienced by people. He specifically covers the idea that even more important than WHAT you say, is how you PRIME people to hear what you have to say, before you’ve even said anything!
Pre-suasion is the process of arranging recipients to be receptive to a message before they encounter it. What we experience first changes the way we experience what happens next. This book is useful, because it talks about the way people BEHAVE, general and universal concepts that don’t change, no matter what the business or angle. From the flap…
From studies on advertising imagery to treating opiate addiction, from the annual letters of Berkshire Hathaway to the annals of history, Cialdini draws on an array of studies and narratives to outline the specific techniques you can use on online marketing campaigns and even effective wartime propaganda. He illustrates how the artful diversion of attention leads to successful pre-suasion and gets your targeted audience primed and ready to say, “Yes.”
Lots of takeaways from this one for consumers and marketers alike – highly recommended for everyone.
GET THE BOOK –> Pre-Suasion: A Revolutionary Way to Influence and Persuade