Donald Trump would probably say: Just tell em!

In the real world it's often not appropriate to just tell em! So, we need to have more sophisticated tools available.

At the end of 2016, Persuasion guru Robert Cialdini published his latest book Pre-suasion. To condense his 300 page book into two sentences he says:

What do you do before you persuade customers can have a major (hidden) influence on their decisions.
We and our customers assume that what we are focusing on is especially important.

So, what's so important about Pre-suasion?