I’m often asked for recommendations for books on apologetic and evangelism methods. There are some good books out there, but none that really focus on the psychological science of persuasion. So when asked, I recommend the book Influence: Science and Practice by Robert Cialdini (Pronounced chal-dee-nee), who is also the author of this book. Now that I’ve read Pre-Suasion, I recommend reading the two back-to-back. This one is just as great as Influence.
This book is somewhat of a sequel to Influence. In Influence, Cialdini explains the six effective principles of persuasion. In this book, he explains the pre-sausive tactics that can be used to make those principles even more effective, he explains a seventh principle, and he makes a convincing case the the ethical use of these persuasive methods is actually more beneficial than using them to take advantage of people.
The book is also enjoyable to read. Cialdini is the world’s expert on persuasion, but it somehow able to write a popular level. He includes plenty of personal examples and interesting scientific research to help illustrate his points and make the book fun to read. Even though it’s easy to grasp, the content is based on rigorous scientific research, sales techniques, and marketing practices.
I highly recommend this book for all people. Every one can benefit from being more persuasive. Not only will it help them get more of what they want, but it will also help people from being taken advantage of by others and help them be better at seeing things from other people’s perspective. This is a great book for apologetics and evangelism and will also be beneficial for parents, managers and executives, salespersons, spouses, and everyone else. The only caveat I would suggest is to read Influence before reading this “sequel.”