Policemen are not good salesmen.
This phrase perfectly sums up the issue of authority in marketing.
Contrary to popular belief ā authority is not coercion.
Itās not high-pressure sales tactics.
Itās not about demanding your client to shut off their Facebook when they watch your videos.
No.
Itās about safety, comfort and empathy.
Itās about subtly creating an aura of āokainessā for your potential clients where taking action is the next logical step.
Steven Washer, the authority on authority, explains how itās done!