The PSYCHOLOGICAL TRICKS To Persuade & Influence ANYONE! | Robert Cialdini & Lewis Howes

Authentic Authority

Building authentic authority is crucial for success, especially for those starting their careers or businesses. Robert Cialdini distinguishes between being "in authority," which involves holding a position of power, and "an authority," which is about having knowledge and experience 1. He emphasizes the importance of showcasing genuine credentials, such as diplomas and certifications, to establish credibility. Cialdini shares an example of a hospital that increased patient compliance by displaying their staff's credentials, which enhanced their perceived authority 1.

You can't do it face to face, though. You can't sit down from somebody and say, Lewis, let me just tell you how great I really am.

--- Robert Cialdini

Lewis Howes agrees that subtle cues, like including initials in an email signature, can also boost authority 2.

   

Practical Applications

Practical applications of authority can significantly enhance influence and persuasion. Robert Cialdini advises using testimonials from credible sources prominently on websites to establish authority from the outset 3. He recounts a case with Bose Acoustics, where moving expert testimonials to the top of an ad increased sales by 15% 3.

If the experts are recommending something, it reduces your uncertainty. You don't have to sit on the fence anymore.

--- Robert Cialdini

Lewis Howes adds that effective communication strategies, like those used by his father in the insurance business, can build long-term, profitable relationships 4.

   

Authority vs Power

Understanding the distinction between authority and power is essential for effective influence. Robert Cialdini explains that being "in authority" relates to holding a hierarchical position, while "an authority" is about expertise and credibility 1. He highlights that genuine authority comes from knowledge and credentials, not just titles.

There's somebody who is an authority. That's the person I'm talking about. Somebody who's knowledgeable, somebody who has experience.

--- Robert Cialdini

Lewis Howes notes that showcasing one's expertise through subtle means, such as LinkedIn profiles, can effectively communicate authority without overt self-promotion 1.