Why Your Copy Needs an Expert, Not Just a Hook
The fastest way to turn “Maybe” into “Yes”?
You can write the best headline.
Show the cleanest demo.
List every benefit.
But if you’re missing authority…
Your prospect’s brain still says:
“Okay... but who says this actually works?”
⚠️ The Authority Gap
People don’t trust brands.
They trust people who look like they’ve tested what you sell — and have nothing to gain by lying.
That’s why every niche has a secret weapon:
Selling skincare? Get a dermatologist to back your formula.
Selling a productivity tool? Get an ex-Google PM to vouch for it.
Selling self-defense gear? A retired FBI agent adds more weight than 100 product photos.
Selling sleep aids? A neurologist is your best ad.
Authority = Fast-Tracked Belief
You’re not just stacking credibility.
You’re bypassing skepticism.
Because the customer no longer needs to wonder:
“Does this work?”
They’ve seen someone smarter/more experienced/more trusted say “yes” for them.
Real-World Example:
❌ Regular copy:
“Our turmeric soap reduces dark spots and inflammation.”
✅ Authority-backed copy:
“Formulated with guidance from certified dermatologists who specialize in melanin-rich skin.”
That’s not just a benefit.
That’s a belief bridge.
TL;DR:
People don’t always believe you.
But they will believe the doctor.
The soldier.
The professor.
The coach.
The expert.
Find the right authority for your offer.
Borrow their trust — and convert with ease.
god bless,
Jonas