The technique of pre-suasion relies on a psychological phenomenon known as priming. Study after study has shown that our attention, memory, and emotional response to just about anything can be heavily influenced by what we’ve experienced in the moments before. “Prime” a person with uplifting music and they’re more likely to approach an upcoming task with a sense of optimism. Prime them with a gloomy fugue and they may quickly decide the task is hopeless.The Self-RelevantWe pay attention to anything related to ourselves. Include implications for others’ circumstances, challenges, and goals in your messages.When deploying client testimonials use those that are most comparable to the potential customer.The UnfinishedAppeal to others’ need for closure by introducing mystery messaging. Your mystery messaging will also force potential customers to pay strict attention to detail.