☠️Should you quit using the Authority Principle?

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Hope you enjoyed your long weekend, Inbox Hackers. Me and the GF had a relaxed time at the quietest beach in America. 

Back to business now. I gotta talk about how one of the main principles of marketing is eroding. Then we’ve got good stuff in Monday Marketing News. To begin, check out the guerrilla marketing genius below (or Strange Duck marketing, if you will).

Authority Ain’t What it Used to Be

I’ve been studying copywriting for over 13 years and the “Authority Principle” is always part of the process of persuading consumers to give your brand a shot.

However, that’s changing.

Heck, being seen as a “legit” authority can actually hurt your marketing efforts, depending on how you use the authority principle. 

All you have to do is look at the disdain the average American has for news anchors and corporate media. 

A suit, tie, and fancy news desk is now the best way to build distrust.

Same goes for celebrity endorsements. 

Influencers with mustard stains on their Nirvana t-shirts have been proven more effective at moving products than out-of-touch Hollywood stars are today.

You could argue that all the celebs campaigning for Kamala Harris actually hurt her chances at being POTUS. 

Again… the average American has built up a ton of disdain for actors, actresses, and production companies that have become the new fire-and-brimstone preachers telling us plebs how and what to think.

And Today’s Authorities Are Never Wrong

One way this erosion of the Authority Principle could be reversed is an authority figure saying… “Hey, I was dead wrong about XYZ.”

Matter of fact, I’d suggest screwing up on purpose just so you CAN apologize to your audience.

Stop. That’s a joke, folks. That kinda deception is what’s crushing the Authority Principle in the first place!

Honestly, the best way to show your audience you can be trusted is to not take yourself too seriously.

Authenticity > Authority

People who hate on Joe Rogan don’t understand why his podcast is so popular. He makes fun of himself. Calls himself an idiot, early and often.

Dave Ramsey does something similar, reminding his audience how stupid with money he was when he went bankrupt back in the day. 

Can you imagine a CNN or Fox News anchor doing the same? How about a politician? Or a bank CEO?

“Suits” either can’t say anything like that or aren’t allowed to by their corporate overlords. And today’s audiences are no longer blind to it.

Yeah, there are people who still trust the news or Tom Selleck to sell them a reverse mortgage… but give it another ten years and see how tiny that number is.

Example of Branding without Looking Like an Authority

This fella produced a popular sales book and a giant pile of followers online. He wears wife-beaters, flannel, and nose strips. 

I doubt he owns a suit or a comb.

But he’s easy to spot even in a sea of ridiculous YouTube thumbnails.

That’s all intentional branding - without the danger of being confused with “marketing authorities” who know it all and are never wrong.

Appearing to be “just like one of the gang” (like the audience) is the reason Tony Robbins started cussing like a sailor a few years ago. Authentic > Authority.

Though, today, I’d prolly argue that never using a cuss word would stand out more since everyone jumped on the F-bomb train after Gary Vee ran that into the ground. 

Bottom Line

You can even trace the erosion of the Authority Principle back to pro wrestling and Stone Cold Steve Austin.

Wrestling fans used to be told who was the good guy and who was the bad guy.

“Eat your popcorn. We’ll tell you who to root for.”

Then, anti-heroes like Stone Cold became fan favorites. 

Now, it’s not too late to use the Authority Principle. As long as you don’t abuse it and are willing to admit when you make a mistake.

Your audience doesn’t expect you to be perfect. 

If you appear perfect, though, their Spidey senses will perk up and look at you with a lotta skepticism.

Finally, you can check this video out on the topic. I’m no Stephen A. Smith fan but he’s on point here.

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Shane McLendon - Copy Kingpin