This is the fourth in our six-part series on influence and persuasion, loosely based on Dr Robert Cialdini’s work

Here’s how you can use ‘Authority’ to win your readers over.

To Cialdini, ‘Authority’ is a powerful persuasive principle that leverages our ‘deep-seated sense of duty.’ (For shocking proof – literally – see the Milgram Experiment).

To build ‘authority’ in your writing, consider:

• • Your tone: You’re a professional recommending a solution, so don’t beg your reader to take it; politely assume they will. How does a doctor make requests? (a) ‘Would you like to take your clothes off?’ or (b) ‘I need toexamine you – please undress.’So instead of writing, ‘Would you like to learn more about what we offer?’ try: ‘Usually the next step clients like to take is to meet so I can learn more about your needs. Are you free at 3pm next Tuesday?’

• • Your experience: Been in business for a long time? Say so. Can you cite research (e.g., survey results) your company has conducted? Have you achieved a noteworthy result on an industry project? Do you belong to a key industry body? Are you in a related role of influence in or outside of work? All these can position you as an authority in your field.

• • Your title: If you have relevant qualifications and/or association memberships, consider adding the letters after your name to build credibility – but keep them small and understated (no one likes a braggart). ‘John Smith, MBA, CPA’ trumps ‘John Smith.’

• • Your branding: Skimping on a professionally designed logo and quality collateral is like wearing a cheap suit. Make your logo, website, email signature, stationery and business cards exceptional.

Got a good example of Authority in action? You WILL let us know in the comments (was that authoritative enough for you?)…