Chapter 1: Pre-Suasion An Introduction
What is pre-suasion?
Preparing your audience to be sympathetic to your message before presenting it.
High achievers & influencers spend more time crafting what they do before making their request. The best performers also carefully consider and care about what they offer – (ethical influence).
Before introducing their message they made their audience sympathetic to it.
What you present first changes the way people experience what you present next.
Example: Association is powerful.
When negotiating a price with a client, launch an obnoxiously large number into the air and mention that you won’t be charging that (something way higher than you’d expect to make or they’d expect to pay).
This works as an icebreaker but also as a negotiation tactic to associate a larger number to your product.
This raises the number that they are willing to agree to for the actual deal simply by mentioning an outlandish number.
This doesn’t work universally but it’s an example.
Another example is earning trust before presenting any ideas at all.
Take Jim (a door-to-door salesman).
Jim would always “forget” to leave something of vital importance to his sales pitch in his car and politely ask the family, whose house he was in. if he could run out and get it and he could let himself back in.
This automatically associated Jim with “trust” in the family’s eyes because who let’s anyone just walk into their house?
He was the top salesman for his company.
Such is the strength of mere association.
However, just because we can use psychological tactics to gain consent doesn’t mean we should.
They can also be structured to inform & thereby enhance others.
The latest research on persuasion suggests that it’s governed by psychological laws. And if persuasion is lawful then it is learn-able.