The Authority Effect
Think about the last time you made a purchase based on the recommendation of your favorite thought leader. More than half of my home gadgets, gym bag contents and biohacking habits came to me as recommendations via the publications of Tim Ferriss, Noah Kagan & Dave Aspery.
What is it?
The Authority Effect is the name given to a psychological tactic used by marketing strategists to influence consumer behavior.
The Authority Effect uses:
- Awards,
- Achievements,
- Case studies,
- Titles,
- Recommendations,
- Testimonials and
- Celebrity endorsements
to prove that the brand holds a position of authority within the specific industry or niche.
Examples
Here are a few examples that you may recall from various advertisements
- #1 in the nation
- In my professional opinion
- #1 choice among new parents
Take action
Add awards, achievements, case studies, titles and testimonials to your website, brochures, ads and other marketing material.
If you have a higher budget, you may want to consider investing in influencer marketing.
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