You’re in a guitar shop trying to decide which guitar to buy, and a random person you’ve never met and know nothing about walks over to you and offers his advice on which guitar you should get and why. You half listen to what he’s saying while silently wishing he’d leave you alone so you can test out more guitars.
You buy a guitar that you feel pretty good about based on your research, but are still a little uncertain whether you made the right decision or not because you’re pretty new to the instrument.
Before you leave, the random guy offers you a guitar lesson to teach you his secrets on how you can play like him. You say no thanks, and take your chances at learning from free videos on YouTube because you have no reason to trust a word that comes out of his mouth.
You’re in a guitar shop trying to decide which guitar to buy, and guitar legend Jimi Hendrix walks over to you, in the flesh, and offers you free advice on which guitar you should get and why. Without question, you walk out of that guitar shop with the guitar he suggested.
Before you leave, he offers you a guitar lesson to teach you his secrets on how you can play like him. Without question, you purchase a lesson, because you trust every word that comes out of his mouth. That’s authority.
You’re at a car dealership trying to decide which car to buy, and Jimi Hendrix walks over to you, in the flesh, and offers you free advice on which car you should get and why. After the initial excitement and confusion of how and why Jimi Hendrix rose from the grave and is giving you advice on your car purchase, you decide to keep weighing your options and speak to a car salesman who knows what he’s talking about.
What’s makes Scenario 2 the ideal scenario?
The concept of authority can really be captured in one word. Trust.
- Trust that you are knowledgeable in your field
- Trust that your advice is tested and sound
- Trust that you have your audience’s best interest in mind
- Trust that you’re not a liar
- Trust that you have something to offer that is unique, specific, and great