A common theme in writing copy and in persuasion is the importance of authority and how people respond to authority figures (professionals, experts etc.)

Some of the greatest scams and cons have been pulled by con artists by strategically using authority figures.

There’s a story about how a split test for advertising a certain product on television was done.

In one of the adverts, the spokesperson wore a T-shirt and jeans. In the second one, the spokesperson wore a doctor’s lab coat with a stethoscope hanging on their neck.

Results showed the second advert converted better than the first bringing in more leads, more sales, more revenue and more profits.

And it wasn’t because the second person didn’t speak well or clearly enough.

It was simply because people believed the doctor more. After all, aside from speaking the part, he also looked the part.

The age-old advice of dress how you want to be addressed comes to the fore.

But communicating authority doesn’t necessarily have to be wearing a doctor’s lab coat with a stethoscope around your neck or introducing yourself as an expert or professional.

Authority can also be expressed in how you communicate your ideas and the conviction with which you communicate them.

How much do you know about your topic of choice?
Do you speak your knowledge with ‘authority’?
Can you communicate it without sounding ambiguous?
Is it simple?
Is it understandable?
Is it clear?
Is it concise and straight to the point?
How much proof can you show?

Although this isn’t entirely easy because you don’t expect me to listen to a guy dressed as a janitor when I turn up at a hospital after getting bitten by a snake.

But in scenarios where you’ve been able to grab attention and hold your audience’s interest, how you deliver your expertise becomes everything.

The authority you communicate your ideas with is a reflection of how much you know what you’re talking about.

Which is why it’s super important to understand your subject of choice from back to front.

But even if you don’t understand everything about it, you must at least understand the roots and foundation well enough to be able to communicate them clearly.

People respect ‘experts’ who truly know their onions.

But in certain cases where this isn’t possible, you can use an authority prop.

But how do you do this?

First, ask yourself if your ideas are true, and if they work.

Can they stand the pressure when they are put to the test?

Do you have proof?

Then the simple thing to do is to get a professional who can either cosign (legally of course) what you’re saying, or say it themselves on your behalf.

This might cost you money or some form of equity or even your pride or all three of them. But that’s the price to pay for not being a professional 😁

Not easy, I can assure you. But there’s nothing easy about this thing of ours 😁

I hope this helps you. Shalom

• Copywriting
• Marketing
• Sales