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. Think about how a doctor asks. Not ‘Would you like to roll up your sleeve?’ but ‘I need to check your blood pressure – please roll up your sleeve for me.’ No hedging, no apology, and nobody finds it rude. So instead of writing, ‘Would you like to learn more about what we offer?’ try: ‘The next step is a short meeting 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?)…
This is part four of a six-part series on influence and persuasion, loosely based on Dr Robert Cialdini’s work.
- Part 1: Liking – Should leaders be feared or loved?
- Part 2: Scarcity – Using scarcity in persuasive writing
- Part 3: Social Proof – How to leverage social proof (concensus)
- Part 4: Authority – Write like a boss
- Part 5: Reciprocity – The power of give and take
- Part 6: Commitment & Consistency – Persuasive business writing