We discuss persuasion and influence in legal marketing & advertising, and The LAWsome Book Club digs into Dr. Robert Cialdini’s, “Pre-Suasion: A Revolutionary Way to Influence & Persuade” to discover the process of arranging for recipients to be receptive to a message before they encounter it.
Reciprocation, Consistency, Social Proof, Authority, Scarcity
Dr. Robert Cialdini has spent his life studying influence and persuasion, he is the Regents’ Professor Emeritus of Psychology and Marketing at Arizona State University and has been a visiting professor of marketing, business and psychology at Stanford University, as well as at the University of California at Santa Cruz.
His 1984 breakout book “Influence – The Psychology of Persuasion” had the premise of the book is that in a complex world where people are overloaded with more information than they can deal with, people fall back on a decision making approach based on generalizations:
Reciprocation, Consistency, Social Proof, Authority, Scarcity.
These generalizations develop because they allow people to usually act in an acceptable manner, with a limited amount of thought and time. However, these generalizations can be exploited and effectively turned into weapons by those who know them to influence others to act certain ways.
The findings in Cialdini’s 1984 book are backed up by numerous empirical studies conducted in the fields of psychology, marketing, economics, anthropology and social science. Building on his research into human behaviors, his 2016 book, “PreSuasion” explains how people can be “Pre-Suaded” to be receptive to a message before they experience it, via context and cues that work in concert with the generalisations he discovered in the 80s, namely that optimal persuasion is achieved only through optimal pre-suasion. In other words, to change “minds” a pre-suader must also change “states of mind.”
SO in this episode, we are going to cover what PreSuasion is – provide a few examples – and then outline ways you can use it in your law firm.