Sugarman Trigger #8 - Establish Authority
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Ever notice how some companies just sound bigger? Joe Sugarman nailed this idea: authority isn’t earned slowly, it can often be signaled instantly. A lot of it starts with your name and what you show off.
The Authority Trick in Action
In the image above, a guy labeled “BOSS” gets all the attention. Why? Simple visual cues scream authority. Same goes for brand names. “Jack and Ed’s Video Company” feels tiny. “Computer Discount Warehouse” feels like a national chain.
Why It Works
- Big names create instant trust
- Social proof (logos, clients, reviews) lowers buying anxiety
- Authority cues trigger the “follow the expert” bias
- People assume size equals reliability
Real-World Examples
- Amazon showcases brands using AWS (Netflix, Airbnb)
- Shopify shows millions of stores trust the platform
- HubSpot flaunts G2 awards and enterprise clients
- Slack lists huge users like IBM and NASA
- Startup landing pages add “As seen in Forbes, TechCrunch”
Make your business look like the boss, and people will treat it like one.