Image of Brian Massey the conversion scientist



Authority is one of Robert Cialdini’s 6 principles of persuasion from his book Influence. People respect authority; they take advice from experts, and are influenced by business titles, expensive clothing and even luxury cars. Even the appearance of authority often increases the likelihood that people will adhere to advice or requests.

Brain Massey, from Conversion Sciences, uses a white coat to project an image of authority. Many companies now use white papers and guides to demonstrate their authority on a subject.  Awards and testimonials may also communicate authority.

Image of example of Value Exchange from
Image source:



Conversion marketing – Glossary of Conversion Marketing.

Over 300 tools reviewed – Digital Marketing Toolbox.



Digital Marketing and Insight