# Establish Authority Let me tell you a story. I once bought a bike and had buyers remorse. I also felt self-conscious about returning it and didn't want to burden the shop that sold it to me. After a test ride around the neighborhood, I bump into the mailman. He takes one look at my new whip and starts going off about frame geometry, wheel sizes, colorways... you name it. Clearly a bike guy. I told him I felt self-conscious about my choice and he said to me: "I believe everyone should *love* their bike. Return it." His expertise—and the reassurance of a knowledgeable friend—gave me the guts to go through with the return it for a bike I love. Your job is to provide that reassurance in your copy. To become the knowledgeable friend. An authority who knows what they're talking about. Here's how. ### How to Establish Authority Establishing authority is about demonstrating that you—or your product, service, or idea—are uniquely suited to solving your reader's problems. Questions to Ask > * Do you follow any specific jurisdictions or rules? > * How long have you been in your field? > * *After 30 years, we know gutters* > * *You might only do this once in your life—we do it everyday* > * Is there anything you're the biggest at? The smartest? Most well-equipped? Most popular? First? Fastest growing? Hardest working? > * *The Most Crowdfunded App in Kickstarter's History* > * *Motors and Pumps: Largest supply in Pennsylvania* > * *Most stolen book from public libraries* > * What makes you an expert in your field? > * *How to use a strap-on, according to queer sex experts* > * Where you post your ads/content can display authority? > * Can you associate your business with a stereotypical locale? > * *Brooklyn pizzas, NYC publishers, Hollywood studios, Amish construction, Paris perfumes, Glasgow pubs...* > * Can your name create authority? > * *Computer Discount Warehouse* > * Can you lean on any previous product's success? > * *Creator of America's #1 selling vibrator* > * *Author of The Kickass Copy Playbook* > * Can you tell your success story in a sentence or two? > * *"I went bankrupt a long time ago... then I found this... and now I have financial peace and you can too."* > * *"Using the exact plan you'll learn in this book, I grew my business from four employees working out of a basement to a $15M operation in just six years."* > * Can you show the success of your customers using story, testimonials, case studies, referalls or hard numbers? > * *The average user saves $600 in two months and $6000 their first year* > * *9/10 customers get the solution they need* without *becoming paying customers* > * Do you have any awards, press, accolades, businesses you've worked with (show logos)? ### Authority in the Wild ![National Examiner](/images/examiner.jpg "Fastest growing weekly") {{< callout context="note" title="Note ⬆" >}}Some of these National Examiner covers printed *"See why we're the fastest growing weekly in America"* along with their story headlines... adding a slab of curiosity as well. {{< /callout >}} ![National Enquirer](/images/enquirer.jpg "#1 circulation in America") ![Yuengling](/images/yuengling.jpg "Oldest brewery in America") ![Lego Art](/images/lego.png "World's largest display of Lego art") ![Goodyear Tires](/images/goodyear.jpg "Most tires on the road for 57 consecutive years") ![Atomic Habits](/images/atomic_habits.png "Excerpt from my New York Times bestseller") ![Buckwheat Pillow](/images/buckwheat.jpg "The Japanese use it... That's how you know it's good") ### A Final Note on Authority When it comes to establishing you or your product's authority, don't overdo it. Your readers are reading your copy to transforms *themselves*—not to hear how great you are. Your job is the check the box and move on. ### Action Items/Homework/UX Find a way to communicate your authority. Once you've got something you like, include it in *every* piece of communication you send out. ### Onward ➔ Now that you've obliterated your objections and established your authority, it's time to... which you'll do on the following page.