Some principles are timeless - like the voice of authority, used increasingly well in so many niche businesses, blogs and Web sites - all made possible by the rise of the Internet and our always-on access to find anything we want.
Robert Cialdini in his excellent book Influence, The Psychology of Persuasion illuminates the principle of authority: People are more willing to follow the directions or recommendations of a communicator to whom they attribute relevant authority or expertise.
Funny thing is, as an Australian, my accent (I thought you were the one with an accent?) can do just that in the right context. And my British colleague Jon Ward draws on the ultimate heritage. He has a marvelous way of saying things that are irrefutable. And his interview with Donald Trump on Trump University’s Wealth Builder’s Blueprint is masterful. More than just his accent though, Jon is a master thinker and authority in his own right. See his Zoom Thinking seminar as a hint of what is behind the man.
More on using the authority of voice: the dulcet tones of the BBC’s Richard Dimbleby are very persuasive as he reports on the Swiss spaghetti harvest…
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