Policemen are not good salesmen.
This phrase perfectly sums up the issue of authority in marketing.
Contrary to popular belief – authority is not coercion.
It’s not high-pressure sales tactics.
It’s not about demanding your client to shut off their Facebook when they watch your videos.
It’s about safety, comfort and empathy.
It’s about subtly creating an aura of “okainess” for your potential clients where taking action is the next logical step.
Steven Washer, the authority on authority, explains how it’s done!