From: alexhormozi
Authority is a powerful tool in persuasion, as people tend to put up fewer filters and are more likely to accept statements as truth when delivered by someone they perceive as an authority [00:07:57]. This means the message itself gains more persuasive ability, independent of the actual words used [00:08:03].
The Power of Authority
When a trusted source or authority figure speaks, people tend to listen and act more quickly, which decreases the speed of decision-making and action [00:08:05]. This is why mentors are highly valued, as they guide decisions and facilitate getting things done [00:08:07].
Examples of Authority in Action
- A proctologist can instruct the President of the United States to follow medical procedures because, within their domain, they are the authority [00:07:31].
- Investment advice from Warren Buffett carries more weight and leads to faster action than the same advice from a high school teacher, simply because of Buffett’s established authority and track record [00:07:43]. This highlights the importance of belief and trust in the persuader.
Building Authority and Credibility
To leverage authority in persuasion, focus on demonstrating your expertise and track record:
- Display Credentials: Showcase diplomas, certifications, awards, and other official credentials [00:08:16].
- Leverage Track Record: Build a “life resume” based on what you have accomplished, rather than just charisma or promises [00:08:19]. People are more likely to believe you because of what you’ve done, not what you say you’re going to do [00:08:27]. This aligns with the importance of proof and testimonials in sales.
- Third-Party Accreditation: Add certifications or accreditations from external sources to bolster your perceived authority [00:08:32].
- For example, certifications can be printed and displayed. Even if some certifications are internal, having multiple certifications (e.g., “double or triple certified”) can enhance perceived authority, especially if combined with official ones [00:08:33].