Continuing our series on persuasive writing tips applying Cialdini’s “Influence” principles, here’s how you can use “Authority” to win 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 remove your clothes now?” or (b) “I need to examine you – please undress.” So instead of writing, “Would you like to learn more about what we offer?” try: “Probably the best next step would be to meet so I can learn more about your needs and see how we can help. How about 3pm next Tuesday?”
- Your experience: Can you cite research (e.g. survey results) your company has conducted? This can position you as an authority.
- 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. “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, letterhead, envelopes and business cards exceptional.
Got more thoughts on how “authority” can be used? Share them below in a comment now (did I sound authoritative?)…