According to psychologist Robert Cialdini, Professor Emeritus of Psychology at Arizona State University, the key to persuasion is as much about timing as it is about the message itself. He describes this idea as “pre-suasion”, which is also the title of his new book. The text builds on his pioneering text influence which was released in 1984 and sold 3 million copies across the world. In the book, he laid out the six key principles of influence. The first tenet “reciprocity” is the idea that people return a favor that’s why retailers give out free samples and “commitment and consistency” suggests that we are more likely to follow through with an idea if we agree to it aloud or in writing. The third tenet is “social proof” which suggests that most of us are likely to repeat the actions of others, followed by “authority: which describes our leaning to obey…