This is the world of pre-suasion, where subtle turns of phrase, seemingly insignificant visual cues and apparently unimportant details of location can prime people to say yes even before they are asked. It's a world where the cautious blurt out personal information if asked a particular initial question, where online purchases are influenced by unrelated background images, and where exam results are affected by the layout of the classroom. It's a world you can master. If you understand the tools of pre-suasion, you will 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.
Drawing on the latest research, and packed with fascinating case studies, Pre-Suasion is both a rigorous work of cutting-edge scholarship and a compelling account of the strange workings of the human mind. It's also a supremely practical guide to enhancing your powers of influence.
