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The “Influence” series: “Authority”

Continuing our series on persuasive writing tips applying Cialdini’s “Influence” principles [for an intro see our April issue], 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.

Naturally this is the tip of the iceberg. If you’d like to master influential writing consider our writing masterclasses. Next public course is 19 July. Find out more.

Next month you'll learn how “Reciprocation” can boost the “yeses” you get.

Paul and Petrina

Paul sig  

BRAIN GYM: Find a letter or email in which you asked someone for something.

Ask a colleague to rate your writing on a scale from 1 (spineless begging) to 10 (psychotic dictator). Aim for a rating of 6 or 7.

Also review every customer “touch-point” with your business. How “authoritative” do they make you look or sound?

Need help? Call the Authorities! (02) 9427 3127

  

Hike your proposal & pitch “hit” rates!

If you write proposals or pitch face-to-face, don’t miss these two speakers at Sydney’s Last Thursday Club on 31 May from 6pm:

1. Neil Flett, Director of RogenSi, will present “Winning High-Stakes Pitches.” Neil wrote the pitching bible “Pitch Doctor,” and is a mastermind behind Sydney’s successful Olympics bid;

2. Paul Jones, Director of Magneto Communications, will speak on “Pitching on Paper.” His practical business-writing insights will help you get attention, build rapport, write concisely and convince readers your proposal is THE ONE...

The event is selling out so RSVP now at www.lastthursdayclub.net

Last Thursday Club

Magneto Communications Pty Ltd

Phone/fax 1300 658 580

www.magneto.net.au
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