Even if you’ve done all the research that can be done on a subject, you may have difficulties selling your idea to skeptics. Chip and Dan Heath, authors of Made to Stick, correctly note that companies establish credibility by appealing to some authority. Several problems lie in this. First, not everyone companies pick to pitch a product is actually an authority.
Similarly not all the companies that claim and advertise great stuff is genuine. There are many fake companies with just glitz on the outlook. Especially, the online trading platforms for the digital currency, there are many fake ones. Look out for the best and legit ones here via top10binarydemo.com and find the best that suits your budget.
“I’m not a doctor, but I play one on TV.”
Second, the methods they use to establish credibility can be misleading. It doesn’t have to be true for people to believe it, and therein lies the “dark art” of earning the trust of strangers. The methods taught in the book could easily be used by scoundrels.
Many urban legends have apparent authority because of the alleged credible source. How many emails have you received reporting on some virus that was verified by “a friend of a friend,” who happens to work at Microsoft? Remember that one that promised Bill Gates would personally pay you a million dollars for testing out his email tracking program?
Of course it wasn’t true, but people believed it, because it had the color of credibility. As a result of emails like this, your email box got stuffed beyond capacity with junk that wasn’t quite spam, since it came from a friend, but with clutter that made you afraid to go to bars and drive alone on country roads. You even created multiple email addresses – one for business, and at least one other for this type of notice.
It’s true that genuine experts can add a punch to your idea, but lacking celebrities or experts to endorse your idea, what are the methods to establish credibility, and how do we use this technique for good, not evil?
An antiauthority is one who can bring emotional resonance and detail to an idea, and they can be more effective spokespeople than celebrities or experts. If you’re trying to convince people not to smoke, it’s more effective to use as your spokesperson a young person who is dying of lung cancer than a celebrity like, say, Keanu Reeves — or worse, George Burns (who smoked cigars until he died at 100 years old).
Another interesting finding that the brothers Heath reported on is how irrelevant details can make an idea more convincing, but when confronted with a challenge of presenting an idea to skeptics, our details should be both truthful and more meaningful.
Large numbers are difficult for humans to digest. The scaling process that we might use to make them more concrete also makes them more credible.
Above all, I would caution advertisers to never intentionally mislead. Make sure whatever it is you are pitching is objectively true or at least justifiable before making the idea seem more credible than it is. Leave the illusions to the magicians. Being dishonest just hurts the credibility of everyone else. – Cam Beck
Image courtesy of The Rocketeer