reposted with permission from The CopyBot
The Stanley Milgram shock study is an age-old experiment that demonstrates our habitual response to authority. We, by instinct, obey authority even if the orders from that authority appear unethical.
In 2009, nearly 50 years later, Jerry M. Burger repeated the experiment and discovered:
“People are still just as willing to administer what they believe are painful electric shocks to others when urged on by an authority figure.”
Mentioning a product that was designed by a distinguished Ph.D. or endorsed by a blue chip media company can build credibility. Also consider co-opting expertise.
For example, pharmaceutical companies recognize the influence generated when doctors talked to other doctors about drugs. Doctors lower their defenses when someone they can relate to as an authority is talking to them. A sales rep is not a credible authority in this circumstance.
In the course of a writing copy, fall back on the results of experts and critical studies.
About the Author:
Demian Farnworth‘s main gig is to write clear, concise and compelling copy for Copyblogger Media. He also dig vacuums, dancing and books. Dancing books that suck up dirt are the best. Follow him on Twitter or The Copybot.