The wisest have the most authority. – Plato
These days, we’re all swimming in more content than we can possibly consume. Like the rest of us, your customers have become adept at filtering out the noise and junk. So how do you ensure the content you’ve worked so hard to create doesn’t just get thrown out with the trash?
One way is to write with authority. Naturally, you know what you’re talking about. But do your words support your message, or get in the way? In this article, I’ll share five tricks writers use to signal readers that what they are about to read is believable, genuine, and worth their time.
- Create action. Even if your subject matter seems dry—say, regulatory compliance—you can put the action at the center by using active voice. After the incident, the drugs were placed behind enhanced physical security is passive. The compliance team did all that work and doesn’t even get any credit! To make the sentence active, try After the incident, the compliance team worked overtime to beef up security, putting drugs with street value “behind bars.” Notice how the second sentence describes the people and scene precisely, and even hints at the organization’s values and vision. The information seems real—and therefore, reliable.
- Involve the reader personally. Back in the day, the voice of authority spoke without the personal pronouns (I , me, we, and you). The information revolution and the need to be user-friendly broke down that barrier in all but the most formal business reporting. Try picturing the one person most likely to read your article or white paper—then address them as “you.” Example: Our latest tomato-sorting technology lets you sort and rank each tomato by color and freshness. Your customers will be happy and you’ll avoid costly spoilage.
- Show your work. To create the sense of authority, it’s essential to include some solid research and quotes from subject matter experts. Depending on the scope of your effort, you can use the Internet and online databases to credibly weave in facts about the problem you’re addressing and how other organizations have tried to solve it. For longer pieces (such as lengthy white papers), consider expanding your research to books and journals in your field.
And regardless of scope, take the time to interview at least one expert. These chats take preparation. For example, just to create a simple case study, you must determine the right person to interview, prepare yourself and your expert on the subject matter and scope, conduct the interview, transcribe your notes, and then select quotes that support the point of your case study. But the payoff in authority is well worth the effort.
4. Choose specific words. Stop me if you’ve heard this one before—Mistakes were made. Doesn’t sound very authoritative, does it? Now consider this one: The outage began on Monday at approximately 3PM PST and affected three of our installations. The problem was patched at 8:15 PM PST. About 20% of users will need to download an additional patch; if you are one of the affected users, you will receive an email with detailed instructions.
The revised text uses words that are precise, clear, and specific. When in doubt, refer back to the old journalistic maxim, and be sure you tell the reader who, what, where, when, why, and how. The more specifics you can include, the more the reader will perceive your piece as authentic and genuine.
5. This one is a real writer’s secret! Most people like to be consistent in their ideas. If you want to persuade your reader to take action or change their minds, create a piece that starts with ideas that are widely accepted in your field. Once your reader has bought in to agreeing with you, you can introduce your points that are more controversial or that involve taking action or spending money.
In the end, writing with authority is all about respect for the reader and for your own message. With time and energy, your content will build loyalty, extend your influence, and ensure a long-lasting relationship with customers who embrace you as a trusted resource.