Do People buy more from Authority figures? Listen to the podcast here
Research does seem to support the theory that people will buy more from someone who is seen as an authority figure. If this is true, then how can you apply this tactic to your own business?
First you need to understand the concept behind this. An authority figure is someone who has gained the trust and respect of others. This is not an overnight occurrence, it takes time to build this type of relationship.
Let’s look at some ways you can set yourself up to be viewed as an authority in your business. The best way to become an authority in any niche or field is to publish a book. Authors are automatically viewed as an authoritive person. With the current boom of self publishing it is really easy to publish your own book.
Another way to gain authority so people will buy from you is to be featured in interviews and articles. Start offering to do interviews with people that are related to your industry. You can then publish the links to these interviews on your blog or in your newsletter.
Video is another great way to become an authority figure, plus it allows people to form a more human bond with you. It is much easier to identify with a person that you have seen up close and had a more personal connection with.
Other ways to get your name on content in different formats is to publish whitepapers and short reports. Just ensure that everything is branded with your name and your company logo. Again, this just helps to re-enforce that you know what you are talking about.
As a business owner you should always be attempting to make yourself be seen as an authority figure. You don’t want to start doing this just as a way to draw people in. Eventually people will see that you are not really sincere and you could end up losing customers instead.
People are always happy to purchase from people that they know, like and trust. Work on developing this in your everyday business operations. Start sending out regular emails or newsletters with tips and information for them. Then when you do recommend a product or run a sale they will be only too happy to purchase directly from you.
Remember the best way to be viewed as an authority figure is to be seen as a respectful and honest person. Of course publishing your own books and whitepapers will help reinforce this.
This is one of a series of articles in Marketing Psychology which will be published on Motivating Mum throughout September and October. You can see a list of all the articles that have been published so far by following the tag Marketing Psychology
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