Pre-suasion is the practice of getting people sympathetic to your message before they experience it. It's the ability to cause people to have something at the top of their consciousness that makes them receptive to your message that's yet to come.

The obligation to receive reduces our ability to choose whom we wish to be indebted to and puts that power in the hands of others.

We will use the actions of others to decide on proper behavior for ourselves, especially when we view those others as similar to ourselves

Presuasion is what you say immediately before you deliver your message that leverages your success tremendously.

By concentrating our attention on the effect rather than the causes, we can avoid the laborious, nearly impossible task of trying to detect and deflect the many psychological influences on liking.

A few years ago, the Bose Acoustics Corporation had a new product, the Bose Wave Music System. And their ad campaign for it was not successful until they changed one thing. At the top of the ad they said, "Hear what you've been missing." And that caused the skyrocketing of the interest in purchasing of the product. Why? Because with something new, people are uncertain, and when they are uncertain, they want to avoid losses.

There's a difference between a mystery and a question. Questions demand answers, but a mystery demands something more valuable-explanation.