Conveying Authority and Social Proof (even if you have none)

by Lou

Here’s a language pattern that is useful if you are just starting out in a business, you have a new product you would like to market, or you would just like to add more force to your advertising, presentations, or sales pitch.

As you probably know, from Cialdini’s book Influence: The Psychology of Persuasion that two of the six of the most powerful ways to influence someone is using authority and social proof.

And there are many ways to do this: for authority you can use credentials, degrees, years in business, etc. For social proof you can use satisfied customer testimonials, photos, graphs, surveys, etc.

If you have any of the above, that’s great. Use them to the fullest. But what if you don’t have them? Well, here’s where NLP language patterns can help. There are certain keywords and phrases in the English language that can convey authority and social proof. Here are a couple of them:

  • Experience shows that people/businesses/successful people…
  • Evidence shows…

Here are some examples:

  • Experience shows that businesses who use NLP in marketing realize a dramatic increase in profits.”
  • Experience shows that people who live in this neighborhood are very content and safe.”
  • Evidence shows that people who read this newsletter are incredibly intelligent.”

This is a powerful language pattern. Ethically, it’s up to you if you actually back up your use of it with factual information or just make something up. It’s also a great “vehicle” for including embedded commands (like I did in the above examples).

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