Pre-suasion… should be on the “must read” list for anyone who is serious about marketing. Why, because what we say matters. And, when we say certain things matters even more. Author Robert Cialdina states, “Pre-Suasion is the process of arranging for recipients to be receptive to a message before they encounter it. Strategically guiding preliminary attention to move prospects into an agreement with the marketing message before they ever experience it.”

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