What does this book have to do with us?
What can we apply in the book to real life?
How should I use this book to improve our work performance and our personal brand?
How to use the knowledge points in the book to help people around you transform their brand image?
When we read any book, we should read it with these questions, which will really take a step ahead of others.
Because if we want to finish reading a book and get as much as possible, then we need to look beyond the book.
Only by learning to apply what you have learned can you make continuous progress and iterate yourself.
Let's get down to business. The theme of today's course is Influence Chapter 6: Authority Certification.
Authority authentication, that is, the order of an authoritative person, an authoritative organization, etc. Obeying the orders of authority can always bring us some practical benefits.
When we were young, the authorities were our parents and teachers. They knew more things and laws than we did.
By obeying their instructions, we found that almost all the results obtained were beneficial. On the one hand, because they are more experienced and wise, on the other hand, because they hold rewards and punishments for us.
The same is true in adulthood, except that those in power have become our bosses, judges, government officials and so on. Because of their higher social status, they can get more information and power. Therefore, it is a convenient and rarely wrong choice to follow the requirements of appropriate authority.
It is precisely because it is so reasonable that many times, even if the authorities say it is completely unreasonable, some people will do it. For example, there are many scams in society now: fraudulent short messages disguised as operators, swindlers pretending to be public security organs, fake drug salesmen pretending to be expert doctors and so on.
And how should authoritative authentication be applied in copywriting?
Such as plant landscape shampoo. Its founder chose an R&D institution that cooperated with Estee Lauder and Shiseido.
In this way, consumers will naturally think that the quality of plant view is definitely superior.
Although its price is on the high side, it is still much cheaper than big brands. Shampoo less than 100 yuan can enjoy the research and development of international first-line brands.
So when his founder wrote these contents as a copy and polished them a little, it naturally attracted a large number of consumers.
It can be seen that in this ubiquitous network environment, when we look at advertisements and copywriting again, we can subconsciously disassemble it to see where there is authoritative certification.
Similarly, when we write our own copy, consult or share, we can also seek authoritative certification for ourselves.
These authoritative verifications can be your tutor, outstanding predecessors, outstanding students you brought out, activities you organized or planned, lectures you attended and so on.
If you have such resources around you, you should make full use of them. After all, when you pass the authority certification to make yourself look more authoritative, you can influence more people and provide more value for more people.