Consumers Are Drawn to Authority Figures

Consumers Are Drawn to Authority Figures

Young businessman and his mature mentor shaking hands

A large part of running a business is attracting new customers. However, with so many competitors out there, convincing consumers to choose your brand isn’t always easy. 

What makes your business better than your competitors’? Finding something that helps you to stand out is essential and just one way to do it is through authority marketing. 

Consumers are drawn to authority figures, which is why authority marketing can prove so successful. Here, we’ll cover what authority marketing is and why it matters to consumers.

What Is Authority Marketing?

Authority marketing is essentially proving you are an expert within your sector. You present as an authority figure in the industry, the person or company that consumers can turn to and trust.

Many successful businesses operate on trust. When consumers feel like they can trust you, they are more likely to make a purchase. They could even start to use you as their go-to business in the sector, helping you to retain them as customers. 

So, essentially, authority marketing is setting yourself as an authority figure in your field.

Why Are Consumers Drawn to Authority?

The main reason consumers are drawn to authority comes down to trust. There has been a major shift to buying goods online. While this is much more convenient than having to pop to the local stores, it can be risky – particularly if there is very little information about the companies you are buying from online.

When you develop authority in business, it removes that element of risk for consumers. They will view your business as one that can be trusted and won’t hold back when it comes to buying the things they want and need from you. 

We are hard wired to trust authority figures. Without trust, it’s practically impossible to establish a successful business. 

How Can You Focus on and Build Up Authority? 

So, now you know what authority marketing is and why it attracts consumers, how exactly can you use it to your advantage?

Building yourself up as an authority in your sector will take time. However, there are things you can do right now to help. These include:

  • Encourage more customer reviews
  • Feature any awards you’ve won 
  • Highlight the skills of your staff
  • Sponsor or contribute to local events
  • Create authoritative content

These are some of the best ways to start building up authority in your industry. Customer reviews are a powerful influencer and the more you have, the more trustworthy your business is considered to be. 

Sponsoring local events is another great way to build up authority. It also shows your business cares about the community. You can also start to create authoritative content such as eBooks and blogs on industry-specific topics. 

So, if you’re looking to increase the reputation of your business and generate new customers, authority should be an important focus. The more authority you build up in the industry, the more successful your business will become. The above are some of the main reasons why authority is important in business and how it can be built up. 

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