How much I want to read more ? 6/10
For me, this sentence alone is worth the book:
"The best persuaders become the best through pre-suasion—the process of arranging for recipients to be receptive to a message before they encounter it."
I had noticed it when I was a kid, talking to my family about a movie or anything I wanted to grab their attention on: If I wanted to be effective, I had to wait for the right timing, or more precisely, to prepare them to receive what I was about to say. Raw information was not enough. Actually, it would be a waste if they didn't receive it the way I was expecting them to.
Older voices have recognized the wisdom of undertaking prior action to secure subsequent success. In asserting the value of early planning, the ancient Chinese military strategist Sun Tzu declared, “Every battle is won before it is fought.” Consultants are taught to gain a client’s business by first attaining the status of “trusted advisor.” Dale Carnegie assured us, “You can make more friends in two months by becoming genuinely interested in other people than you can in two years by trying to get people interested in you.”
Part 1 - PRE-SUASION: THE FRONTLOADING OF ATTENTION
1: PRE-SUASION: An Introduction
The highest achievers spent more time crafting what they did and said before making a request.
They set about their mission as skilled gardeners who know that even the finest seeds will not take root in stony soil or bear fullest fruit in poorly prepared ground.
Their responsibility was to present it most productively. To accomplish that, they did something that gave them a singular kind of persuasive traction: before introducing their message, they arranged to make their audience sympathetic to it.
The best persuaders become the best through pre-suasion—the process of arranging for recipients to be receptive to a message before they encounter it.
what we present first changes the way people experience what we present to them next.
he joked, “As you can tell, I’m not going to be able to charge you a million dollars for this.” The client looked up from the written proposal he’d been studying and said, “Well, I can agree to that!”
this tactic of mentioning an admittedly unrealistic price tag for a job doesn’t always win the business but it almost always eliminates challenges to the charges.
Other researchers have shown that just after drawing a set of long lines on a sheet of paper, college students estimated the length of the Mississippi River as much greater than those who had just drawn a set of short lines.
customers in a wine shop were more likely to purchase a German vintage if, before their choice, they’d heard a German song playing on the shop’s sound system;
“Think, Bob: Who do you let walk in and out of your house on their own? Only somebody you trust, right? I want to be associated with trust in those families’ minds.”
Jim’s tactic provides a good illustration. To become a top salesperson, he didn’t have to modify the features of the alarm system he was selling or the logic, wording, or style of how he portrayed it; in fact, he didn’t stray from the standard presentation at all. Instead, he only had to first become associated with the concept of trust, the (intensely positive) other associations of which would then become linked to him and his advice.
They can be called frames or anchors or primes or mindsets or first impressions.
I’m going to refer to them as openers. they promote the openings of minds.