How many emails do you get in a day? Did you get a notification just now? And is that a pop-up on the corner of your screen?
With so much competing for our attention, it’s no wonder our brains lean on quick mental shortcuts just to make it through the day. Otherwise, it’s impossible to sift through the flood, simplify decisions, and manage cognitive overload.
For businesses, this chaotic landscape is both a puzzle and a goldmine. How do you cut through the noise and truly connect with people?
In this exclusive interview with influence pioneer, author, and psychologist Dr Robert Cialdini, we unpack “Pre-Suasion” and how it reshapes the way businesses captivate, engage, and earn trust.
Watch the full interview and get candid with “Pre-Suasion” and “Influence” author Dr Robert Cialdini here.
Data: 72% of people say data overload and distrust stall their decisions. Meanwhile, 74% face 10x more daily decisions, and 78% feel swamped by data from every direction. (Oracle)
Insight: People make emotional decisions and then back it with rational justifications.
What’s the step change: Leverage pre-suasion tactics to increase the appeal of your message before it even lands.
And no, that’s not a typo!
Unlike traditional persuasion, which involves crafting a message to increase its appeal, Pre-Suasion is about priming the stage so the audience is already leaning in before the message even lands.
Think of it as setting the dinner table before the meal. This ties neatly to psychologist Robert Cialdini’s work in “Influence: The Psychology of Persuasion” — a bible in the field of persuasion that’s still widely used today.
By creating a mental state that’s aligned with the message, businesses can enhance the chances of a positive response. This is pure behavioural science at work, grounded in deep insights into human psychology.
Use these Pre-suasion tactics to cut through the noise and reach your ideal audiences.
People are drowning in information. Instead of cramming every little detail down customers’ throats, prioritise simplicity and clarity.
Make your core message punchy and memorable so it can slice through the chaos. Think of it as offering a single beacon — like a sunrise over the horizon — that speaks to what matters to your audience. That way, your message resonates and sticks, rather than getting lost in the noise.
The digital world can feel like a void, and influencers bring the warmth that people crave. We’re wired for real connections, and these relatable, recognisable figures bridge that gap.
When choosing influencers to work with, choose ones with serious “influence intelligence.” Look for influencers who can harness reciprocity, social proof, authority, likability, scarcity, and unity. In short, you want people who can work persuasion principles like a pro.
Remember, we trust people who remind us of ourselves. So be smart, pick the right players, and watch your brand connect like never before.
Cialdini’s concept of “small bigs” reveals how minor tweaks can trigger major shifts in behaviour.
These subtle cues often operate subconsciously, playing on the fact that people respond to what’s immediately in front of them rather than overanalysing.
For example, swapping “opinion” for “advice” can turn potential conflict into partnership, as we instinctively view advisors as allies. Visual cues like a ticking clock emoji can create urgency, prompting quicker responses.
It’s all about finding seemingly small connections and leveraging them.
AI is everywhere, automating tasks and crunching data faster than we ever could. But no amount of automation can replace real human connection.
AI can make mistakes, especially when fed inaccurate or misinterpreted data. To avoid errors, it’s critical that we advocate for programmers to only feed well-researched and verified information that’s straightforward to interpret.
From personalised greetings to live support, putting the humanity back into technology can go a long way in making interactions feel real, safe, and memorable.
Unity is a key principle in influence. There’s less barrier between message and receiver when your audience perceives the messenger as one of them.
When customers see a brand that reflects their beliefs and lifestyle, they feel a stronger connection. This emotional bond builds loyalty and turns customers into advocates because they’re invested in your mission.
Mastering the psychology of unity means transforming transactions into real relationships, using inclusive language and gestures, making people feel like they’re part of something bigger — and that you genuinely get where they’re coming from.
In a nutshell, Pre-Suasion is about setting the mental table — getting people ready for your message before it even lands. In a world where everyone’s attention is stretched thin, it’s important for businesses to reimagine what effective interactions can look like. As we tackle the complexities of digital communication and AI, nailing these subtle yet powerful principles could be the foundation you need to build real connections and create lasting success.