Pre-Suasion: A Revolutionary Way to Influence and Persuade (Simon & Schuster, 2016)

Jury trials are won or lost long before you ever get to closing argument…

If you’re not careful, you might lose the case before you even get to opening statements!

Dr. Robert Cialdini, the author of the ground-breaking book on persuasion, Influence (another must-read book you should add to your trial lawyer’s library), is back to show you why effective persuasion doesn’t always rest within the message, but in the key moment before your message is presented.

If you’re serious about trial work and serious about becoming a master persuader, you should read this book now. 

Your job in the courtroom requires that you master the ability to persuade jurors. You know that you can’t change their attitudes, beliefs, or life experiences. Cialdini shows you don’t need to — you just need to redirect the focus of their attention before they make any relevant actions.

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