Being perceived as an authority boosts sales. Think about it. Consumers trust authorities, and look to them for advice before making purchasing decisions.
Look at the influence Pantone has on which colors go in and out of fashion. Or Oprah Winfrey and her book club (in 2011 it was estimated that 55 million book sales could be attributed to the club). How about the influence bloggers (and more recently vloggers) have on buying habits? Research Now found that “84% of consumers make purchases after reading about a product or service on a blog”.
If you’re able to propel yourself to “authority” status, you too can reap the benefits of being able to influence consumer behavior…
Authority-Building Through Content: How to Create Perceived Expertise
