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  • Belfast Book Review: Book 5 "Pre-suasion" by Robert Cialdini

Belfast Book Review: Book 5 "Pre-suasion" by Robert Cialdini


Kieran Doherty of Stellify Media joins our resident reviewers David Meade and Laura Jackson, Partner at BDO Northern Ireland, to gets to grips with ‘Pre-suasion’ and the pre-purchase influences that alter our thinking.

We all know better than to judge a book by its cover, but ‘Pre-suasion A Revolutionary Way to Influence and Persuadeby Robert Cialdini suggests we should at least give more attention to the seemingly insignificant visual cues and environments that shape our thinking.

In the details, you won’t find the devil but a hard working troupe of influences that prime our brains into specific decisions. Think Inception but – instead of dreams – it’s a multitude of circumstances, narratives and environmental factors that collectively corral you towards an action and the belief that it was your idea alone.

That’s not to make light of ‘Pre-suasion’ or to suggest that this is paranoid psychobabble. Cialdini is recognised worldwide for ground-breaking research on the psychology of influence and has hit the best-seller list with his previous insight ‘Influence’.

An equal work of cutting-edge scholarship and insightful guide to the strange workings of the human mind, Pre-Suasion packs a good punch for business leaders who want to understand their customers and the factors that may be deterring rather than supporting sales prospects.

If setting the scene for your audience ― “pre-suading” them ― is as important as the message itself, then it’s time to make the ‘unimportant’ little details work harder in your favour.

See below for the full video review.


‘Pre-suasion’ by Robert Cialdini is reviewed as part of the Belfast Business Book Review, a free bi-monthly club where professionals can discuss the latest in business thinking.