The book explores the idea that establishing a specific mental context in the audience's mind before presenting an argument can influence their receptivity.

Setting the right stage is as important as the content of the persuasion.

Pre-Suasion delves into the psychology of capturing attention. It discusses techniques to focus and direct attention strategically, making the audience more susceptible to the persuasive message that follows.

Cialdini explores how associations play a crucial role in persuasion. He also discusses the power of linking positive associations with the message or product one aims to persuade others to accept.

One key concept in the book is 'priming,' the idea that subtle cues or stimuli can influence subsequent behavior. Understanding how to prime an audience beforehand is presented as a potent tool for effective persuasion.

Pre-Suasion underscores the significance of building confidence and trust before attempting to persuade.

It explores how establishing a foundation of trust can enhance the persuader's credibility and impact.

The book highlights the significance of non-verbal cues in the persuasion process. It discusses how body language, gestures, and other non-verbal signals can subtly shape the audience's receptiveness to the persuasive message.

1. Reciprocity
2. Commitment or consistency
3. Consensus or social proof
4. Authority
5. Liking
6. Scarcity
7. Unity.

If you understand the tools of pre-suasion, you will be better placed to win a debate, get support for an idea or cause, promote a campaign—even persuade yourself to do something you find difficult.