Robert Cialdini explains pre-suasion: the moment before you deliver a message shapes whether people listen. A door-to-door fundraiser brought his young daughter along, and Cialdini found himself more willing to give, even though nothing about her presence made logical sense.
Persuasive. There's a piece of persuasive real estate that has gone entirely unattended by marketing, sales, advertising personnel. It's the moment before you deliver your message. What we should put on that piece of real estate is a launching pad for our message. Something that is going to send people in an accelerated way into the central focus, the central element of our message. Now I'll give you a personal example. No research. Here's how I got turned to be thinking about pre suasion. There was a knock at my door. I asked to find a man who was. Who was asking me to contribute to a cause. It was after school programs for children. But. And I. He didn't present any credentials. He didn't show me that he was associated with this. I didn't have any pre knowledge that my school district was interested in developing these programs. But I gave him more money than I normally give to a legitimate charity organization that shows me all the credentials and so on. And I felt good about it. And when I closed the door, I said to myself, wait a minute. I think put my career on saying that these six principles are how you optimize influence. He didn't use any of that. Yeah, he didn't say look, I've got authority here are my credentials. He didn't say a lot of people in your neighborhood are doing this. He didn't use social proof. He didn't say there's a dwindling opportunity that he didn't use scarcely. What if he brought. So what did he do? What if he brought in your mail for you? Okay, so there he would be helpful. But he did something before he said a word. Come on, I'm dying. What did he do? Remember his program was for children, right? He brought his seven year old daughter with him. You had no chance. Just give him your ATM card. Well, it wasn't just that he brought his daughter with him.
