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this week's Marketing
Are You Authoritative?
Do you want readers to realize that you deeply know what's
what in your field? This isn't simply a matter of what you
write, but more so, how you write it.
To be authoritative:
* Boldly, confidently state a point of view. Do not preface
your views with "I think" or "I believe," moves that make
you seem tentative or timid. Being somewhat controversial
or surprising helps.
* Support your points with data, trustworthy sources of
information, little-known examples, and connections with
other realms of knowledge. This way, you come across as a
grounded, insightful expert rather than a blowhard.
* Use a direct, punchy writing style. Avoid convoluted
sentences, bureaucratic vocabulary, wishy-washy filler, and
excited yet empty adjectives (such as "awesome," "killer" or
* Eliminate errors. Rhetorical power comes to naught if
you allow in typos or factual flubs, like writing "Austria"
where it should have been "Australia."
Finally, choose topics that matter. With the above
stylistic points plus relevance to your audience, you earn
respect and followers. Over time, authority develops into a
reputation. You stand out as a leader, not a faceless
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Shorter: Marcia's Mantras, a
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