Getting to “yes”: 4 keys for instant credibility

marketing rule of authoritypart 2 of a 2-part article

In the first part of this article, I told you an incredible story about the Rule of Authority, how titles, clothing, and trappings can help you get to “Yes.”

Now I’d like to suggest that you go one more step.

Instead of just giving the “appearance” of authority, why not establish actual authority?

I’m talking about credibility. Real credibility. And what does it take to establish credibility? According to a mountain of psychological research, there are four basic elements:

The first two are most important, but they all play a part.

Read more

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