You may have seen that Robert Cialdini, author of the marketing classic Influence, has a new book out.
It’s called Pre-suasion, and you should read it. It’s all about setting the right context before you make the “ask.”
(In other words, it’s all about content marketing.)
Like his earlier book, it’s full of fascinating little insights that will be keeping marketing and copywriting dorks like me thinking for months.
I was particularly interested in what he had to say about:
- The stages of “pre-suasion”
- Using mystery to keep an audience engaged
- The right time to use a popularity-based argument (everyone is doing it!) versus a distinctiveness-based one (you’re a special snowflake!)
But the section I was keenest to read was the one on the “new” principle of persuasion he’s uncovered, in addition to the six he identified in his earlier book. He calls that principle Unity, and — as it happens — it’s one we’ve written about many times here on Copyblogger.