國際權威社會心理學家羅伯特．席爾迪尼博士（Dr. Robert Cialdini）汲取心理學、商業與社會科學領域的研究，探討人如何做決定，提出改變聽眾的態度與想法並非必要，重要的是在說服前，轉移聽眾的專注力。從廣告形象到美國波克夏．哈薩威（Berkshire Hathaway）公司的年度通訊稿，作者以研究與實際例證，傳達有效的說服技巧，在網路行銷活動上也能適用，讓您的聽眾與目標顧客準備說「好」！
The author of the legendary bestseller "Influence," social psychologist Robert Cialdini shines a light on effective persuasion and reveals that the secret doesn t lie in the message itself, but in the key moment before that message is delivered.
What separates effective communicators from truly successful persuaders? Using the same combination of rigorous scientific research and accessibility that made his "Influence" an iconic bestseller, Robert Cialdini explains how to capitalize on the essential window of time before you deliver an important message. This privileged moment for change prepares people to be receptive to a message before they experience it. Optimal persuasion is achieved only through optimal "pre"-suasion. In other words, to change minds a pre-suader must also change states of mind.
His first solo work in over thirty years, Cialdini s "Pre-Suasion" draws on his extensive experience as the most cited social psychologist of our time and explains the techniques a person should implement to become a master persuader. Altering a listener s attitudes, beliefs, or experiences isn t necessary, says Cialdini all that s required is for a communicator to redirect the audience s focus of attention before a relevant action.
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.