{"id":3242,"date":"2017-07-31T09:00:37","date_gmt":"2017-07-31T16:00:37","guid":{"rendered":"https:\/\/www.genesisdigital.co\/blog\/?p=3242"},"modified":"2019-05-09T11:31:45","modified_gmt":"2019-05-09T18:31:45","slug":"authority-even-dont-realize-yet-trust-im-expert","status":"publish","type":"post","link":"https:\/\/www.genesisdigital.co\/blog\/learn\/marketing\/video-marketing\/authority-even-dont-realize-yet-trust-im-expert\/","title":{"rendered":"You Are an Authority, Even if You Don\u2019t Realize it Yet. Trust Me\u2026 I\u2019m An Expert"},"content":{"rendered":"

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This is an expansion of an earlier article \u2013 if you haven\u2019t already I encourage you to read the original post first.<\/i><\/p>\n

Rock Solid Scripts that Sizzle 30+ Key Plot Points<\/i><\/b><\/a><\/p>\n

If you want to read the entire Video Sales Letter article series from the beginning, start here\u2026<\/i><\/p>\n

The First Five Critical Steps to Creating Sleek Video Sales Letters<\/i><\/b><\/a><\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n

If you aim to cultivate a successful business, you must establish yourself as an Expert, an AUTHORITY figure. This is the difference between making sales or not.<\/strong><\/p>\n

The other day I saw a show that proved how easy it is to do it\u2026. Now, to be clear, this show was about scamming people out of their money. THAT part is not relevant to this, but it shows us that proving our authority is not a monumental task\u2026.<\/p>\n

Anywho, in this segment of the show the host put a cover over a parking ticket machine and stood by the entrance of the car park. Every time a car showed up, the host would tell the driver that the parking machine was broken and that he was collecting the money manually.<\/p>\n

EVERYONE handed over their cash without question.<\/p>\n

Why?<\/p>\n

Not because the guy had a trustworthy face or because he was tall and intimidating, but because he was wearing a fluorescent jacket and holding a clipboard.<\/p>\n

Without those two props, he would have looked like a random guy trying to take people\u2019s money. But with just those two items, he looked like someone in a position of AUTHORITY. And, as a result, everyone\u2019s brain switched off and they handed over their cash without a second thought.<\/p>\n

To a certain degree, we all do this. Once we\u2019ve decided someone is an authority, we are more likely to follow their instructions with little or no resistance. Probably because most of us were taught, from childhood, to trust authority figures. Whether it be a teacher, the police, or simply a crossing guard.<\/p>\n

Whatever the reason, how can we use the power of AUTHORITY, not to scam people, but to convince them we\u2019re an expert in our field and that our product is genuinely worthy of their attention?<\/p>\n

Because while, for most people, the mere site of a uniform is enough for them to convey a measure of authority on the wearer, we\u2019re a whole lot more skeptical when it comes to marketing and advertising.<\/p>\n

How can you convince the people watching your Video Sales Letter (VSL) that you\u2019re an authority worthy of their time, attention, and trust?<\/p>\n

You\u2019re Already an Expert<\/b><\/h3>\n

In our previous article, Plot Point #14, The Road Map to the Big Reveal<\/b><\/a>, you finally revealed the name of your product. But if you\u2019re wondering why you had to wait for so long to get to this point, this, right here, is the reason.<\/p>\n

The vast majority of that preliminary work and build-up, although it may at times have felt like overkill, was in service of establishing you as an expert<\/i>.<\/p>\n

If, by this point in your VSL, you\u2019ve carefully presented Plot Points 1-13, you\u2019ll ALREADY be viewed as an expert by your audience.<\/p>\n

You\u2019re already positioned as an AUTHORITY!<\/p>\n

And you didn\u2019t do it by wearing an awesome neon vest and waving a clipboard, no.<\/p>\n

You accomplished this feat by\u2026<\/p>\n