The Authority Principle: Using Expert Endorsements

This week we're going deep on the authority principle and we're going to talk about different ways to use it. Today, how do we use expert endorsements? Now think about your product, your brand, your idea, whatever it is you're trying to pitch or persuade about. Can you find an expert in your field? Can you find someone with that unstated authority to get an endorsement? Now the most obvious, you see those toothpaste commercials, those skincare commercials, 4 out of 5 dermatologists recommend this. All the dentists in the world love this toothpaste. Who are the experts in your field? Whether it's following up with an idea, pitching your product, your sales idea, whatever it may be, can you find that expert and get them to endorse what you're doing? That is gonna make your pitch that much more persuasive.