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The Principles of Influence The Authority Effect

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What is an Authority?

Someone who is trustworthy and credible. The more trustworthy and credible, the more

authoritative. When it comes to influencing others, authority is

in the eye of the beholder.

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How do we measure authority?• what other people say

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How do we measure authority?• what other people say• impressive track record

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How do we measure authority?• what other people say• impressive track record• appear to know a

lot about a certain topic

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The First Source of Authority

• If you are trustworthy and credible, then you can be a source of authority, and create the Authority Effect in others.

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The First Source of Authority

If you’ve got a degree in a specific area, or have specialized

credentials, then you can use the Authority Effect to influence others.

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It’s all in how you present yourself, or in how others present you.

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The Second Source of Authority

• From other people– you can quote an authority

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The Second Source of Authority

• From other people– you can quote an authority– or show a video or photograph of yourself with

the authority

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The Second Source of Authority

• From other people– you can quote an authority– or show a video or photograph of yourself with

the authority– you can interview them, bring them onto a

webinar or podcast, have them write a guest post on your blog

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The Second Source of Authority

• From other people– you can quote an authority– or show a video or photograph of yourself with the

authority– you can interview them, bring them onto a webinar or

podcast, have them write a guest post on your blog– you can invite them to write a book with you

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The Second Source of Authority

• From other people– you can quote an authority– or show a video or photograph of yourself with the

authority– You can interview them, bring them onto a webinar or

podcast, have them write a guest post on your blog– you can invite them to write a book with you– You can bring the authoritative person with you to meetings

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There are many ways to use other peoples authority to either:

(1) boost your own authority, or

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There are many ways to use other peoples authority to either:

(1) boost your own authority, or (2) borrow their primary authority.

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CS Lewis estimates – “99% of what we believe, we believe on ‘authority’.”

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The ‘authority effect’ might be all you need to influence someone toward a ‘yes’, toward a ‘change in behavior’, and toward an ‘alliance’.

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Are you a recognized and trusted authority?

• Could you do with a boost?

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• Could you do with a boost? • How would your work or personal life change

if you had increased recognition as a trusted authority?

Are you a recognized and trusted authority?

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• Could you do with a boost? • How would your work or personal life change if you

had increased recognition as a trusted authority?• What do you need to do to maximize your authority

so that you can maximize your influence?

Are you a recognized and trusted authority?

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• Could you do with a boost? • How would your work or personal life change if you

had increased recognition as a trusted authority?• What do you need to do to maximize your

authority so that you can maximize your influence? • Do you need to publish a paper, write a book, speak

at an event?

Are you a recognized and trusted authority?

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• Could you do with a boost? • How would your work or personal life change if you had

increased recognition as a trusted authority?• What do you need to do to maximize your authority so that you

can maximize your influence? • Do you need to publish a paper, write a book, speak at an

event? • Do you need to associate with other ‘trusted and recognized’

authorities so that your reputation can also grow?

Are you a recognized and trusted authority?

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