Copywriting Authority – Episode #127

by Richard Wilson on August 11, 2011

The following video is borrowed from our platform and was originally recorded for our copywriting training program.  I have researched the psychology of influence and persuasion for the past few years and one psychological principle that can be helpful in your copywriting is the use of authority.  In this video, I talk about how you can leverage the power of authority in your copywriting.

Video Transcript/SummaryThe strategies and tips provided within this video module include:

  1. Authority is the psychological principle that if you encounter two similar products you are more likely to buy something from the person or company that is perceived as more authoritative.  
  2. To boost your authority, you can give speeches around the world, especially in well-known locations or forums.  Be sure to have images or video to show this to prospects.
  3. Get third party endorsements.  By seeing that others have endorsed your company then you will be seen as having greater authority.
  4. Use images to boost your authority.  Try to use settings that show that you are a figure of authority in the industry.
By giving speeches, getting endorsements and providing visual proof that you are an authority you will be seen as the authority that you are in your industry and your customers will be more comfortable working with you.  I hope that these tips help you grow your authority.  

Thanks for joining us, and I will see you again soon,

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