The Need for Authority


You should read Authority Rules, the 10 Rock Solid Elements of Effective Online Marketing by Brian Clark of CopyBlogger fame. I don’t care if you’re into marketing or not, and it doesn’t matter if your into “online” or not either.

These rules work the same for speakers or writers. If you want to improve your speaking, and you want some ideas for future speeches, this is a document you should spend 15 minutes reading.

This is really well put together, and it highlights (and explains) a very interesting and important point: People trust authority. The premise of the paper is that because people trust authority, you need to be an authority in your field.

The question that probably comes up for you is how do you become an authority? Well, one thing to keep in mind is that the perception of your authority (i.e. the important thing) is seen not as your ability to claim expertise (valid or not) but how well you demonstrate expertise.

Cool Quote: What other people say about you is more important than what you say about yourself.

The document does well hightlighting the disctincion between building traffic (the normal point of view for a web site) and building trust. It also outlines some ways to do build that trust, and provides links to additional free content.

It takes great writing to make great speeches, and this paper will help you understand some different angles to achieving great content. If you’re a blogger, then this is a must read.

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