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How To Create Authority

by Kevin AKA Hubcap
15 replies
I've got three scenarios and I'm interested in how a copywriter would create authority with each one.

1st Scenario
You're making a product where you have first hand knowledge of the subject. Additionally you've consulted with other people who have gone through the process, and you've performed additional research.

2nd Scenario
You're making a product where you don't have first hand knowledge but the product that you'll be developing is very close to something you do have first hand knowledge of. Additionally you've consulted with people who have first hand knowledge and you've done research.

3rd Scenario
You're making a product where you don't have first hand knowledge and the product is not close to your "core" competencies. You've consulted with people who have first hand knowledge and you've done your research.

Just wondering how you'd handle these situations from an authority perspective.

Thanks,

Kevin
#authority #create
  • Profile picture of the author Alex Cohen
    Kevin,

    Authority, Credibility, Specificity, and several other persuasion triggers are all about ~believability~. Obviously, it's good to have as many of these triggers as possible, but if you don't have authority, you can still create believability other ways.

    Alex
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    • Profile picture of the author Kevin AKA Hubcap
      Originally Posted by Alex Cohen View Post

      Kevin,

      Authority, Credibility, Specificity, and several other persuasion triggers are all about ~believability~. Obviously, it's good to have as many of these triggers as possible, but if you don't have authority, you can still create believability other ways.

      Alex
      Hi Alex

      What ways of creating believability, without having authority from firsthand knowledge, have you found effective?

      Kevin
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      • Profile picture of the author J. Barry Mandel
        You can easily piggyback off of someone else's expertise by quoting someone else and referencing them as an expert in your letter.

        This creates believability since it points directly back to the subject matter and helps to boost your credibility by aligning yourself with the expert on the subject that you referenced.



        Originally Posted by Kevin AKA Hubcap View Post

        Hi Alex

        What ways of creating believability, without having authority from firsthand knowledge, have you found effective?

        Kevin
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      • Profile picture of the author Alex Cohen
        Originally Posted by Kevin AKA Hubcap View Post

        Hi Alex

        What ways of creating believability, without having authority from firsthand knowledge, have you found effective?

        Kevin
        Kevin,

        Demonstrating knowledge is a great way to establish credibility, which in turn encourages believability.

        If you're new to a niche, and all you have is "book knowledge", there's a significant percentage of people who won't question your credentials. They'll see how much you know and if you've positioned yourself correctly, accept you as an expert.

        If you'd like, feel free to PM me, and I can give you suggestions specific to your product or service.

        Alex
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  • Profile picture of the author Kevin-VirtualProfitCenter
    Um, not to encourage people to be insincere, but there is a point you may want to consider:

    People believe what you tell them about yourself.

    I am not advocating lying, but I am stating a truth. If you sound like an expert you will be perceived as an expert.
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    • Profile picture of the author CraigEdmonds
      Originally Posted by Kevin-VirtualProfitCenter View Post

      Um, not to encourage people to be insincere, but there is a point you may want to consider:

      People believe what you tell them about yourself.

      I am not advocating lying, but I am stating a truth. If you sound like an expert you will be perceived as an expert.
      This is very true.
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  • Profile picture of the author colmodwyer
    I think "create" is the wrong word here, the authority is there or it ain't. You can't pull it from thin air.

    Colm
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    • Profile picture of the author Kyle Tully
      Originally Posted by colmodwyer View Post

      I think "create" is the wrong word here, the authority is there or it ain't. You can't pull it from thin air.

      Colm
      Sure you can, it's all about perception.

      There are a TON of strategies available to imply/borrow credibility, and a whole bunch of tactics you can use to strengthen/enhance every single little authority element you do have.

      Not to mention all the psychological & story-based techniques to literally "trick" the mind into believing just about anything you want.

      To be clear, I'm NOT talking about lying or being dishonest. You don't need to. You've just got to understand what you DO have and use it to your best advantage.
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  • Profile picture of the author Jo_Shua
    Using other people's social proof can help create the authority you need. There are many ways you can accomplish this, but remember to keep it legal.

    Align yourself with experts, and you will be perceived as an expert
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  • Profile picture of the author Nick Brighton
    First of all, there's the forementioned name dropping which works well for social proof and credibility by association.

    But don't stop there, because when you don't have specific industry experience, you can:

    - use metaphors to make the prospect see your point in a different (and undeniable light)
    - create a solid argument in favour of your solution, based on real world facts
    - agitate the pain so much, using facts and fear tactics, that your prospect would feel cheated if they left your page without your product (they'll care more about solving pain than your background in this field)
    - be specific in your offer and create raging curiosity in your bullets
    - use quotes from experts

    There's obviously many more ways to persuade, but that's a good start.
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    • Profile picture of the author Jo_Shua
      Originally Posted by Nick Brighton View Post

      - use metaphors to make the prospect see your point in a different (and undeniable light)
      - create a solid argument in favour of your solution, based on real world facts
      - agitate the pain so much, using facts and fear tactics, that your prospect would feel cheated if they left your page without your product (they'll care more about solving pain than your background in this field)
      - be specific in your offer and create raging curiosity in your bullets
      - use quotes from experts
      I would take this and run with it! That is exactly what you should do. Use as many of these as you can, and if at all possible use them all.

      Also, you should do this even if you are an expert and you do have authority in your niche.
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      • Profile picture of the author Ross Bowring
        Kevin, I gave you ideas about how to do this when you posted the same question on the main forum a couple days back.
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        • Profile picture of the author Kevin AKA Hubcap
          Originally Posted by Ross Bowring View Post

          Kevin, I gave you ideas about how to do this when you posted the same question on the main forum a couple days back.
          Hi Ross

          Yes you did and I thank you for that but I didn't get many responses so I thought it might be better posed here in the copywriters' forum.

          Kevin
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  • Profile picture of the author CopyMonster
    It's probably the wrong question. Play to your strengths.

    If you have authority, state it directly or indirectly. If you don't you can 'impute' authority for the material (research and advice from bonafide experts) or simply find other ways to bolster your case.

    Sometimes offering some information that goes against the general grain of advice can be as if not more compelling. Of course you have to be specific and back it up with results or some explanation why.
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    Scary good...
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  • Profile picture of the author Jo_Shua
    Well spoken Kyle
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