Robert Cialdini's Authority Principle of Persuasion

In his book "Influence", Robert Cialdini introduced the world to six principles of persuasion. One of the six is authority. Authority is an essential technique for every copywriter to learn - along with the other principles of influence: liking, social proof, scarcity, reciprocity and commitment.
As a copywriter, if you can build your client's authority in the minds of the reader, your conversion rate will improve immeasurably. People trust authorities, which is why it's a principle of persuasion that everyone in direct response marketing needs to have up their sleeve.
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