This One Copy Trick Beefs Up Your Authority Instantly

By October 13, 2015 Blog, Content No Comments
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.”

It is human nature to trust authority. We trust those in uniform and people with big titles or degrees. These people have authority and appear to communicate results, wisdom and trust.

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.

And don’t forget to include mentions from big media like Time or The New York Times. These endorsements pack a punch in a promotion, as well as on your About page.

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About the Author:

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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.

Author Demian Farnworth

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.

More posts by Demian Farnworth

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This One Copy Trick Beefs Up Your Authority Instantly