Persuasion Sequences
Establish Authority
Earn credibility through proof, not claims.
This is the moment where the viewer decides you actually know what you're talking about. Not because you told them you're an expert — but because you showed them something only an expert would know. Authority isn't claimed. It's demonstrated. And the difference between the two is the difference between trust and skepticism.
Why This Works
The brain takes cognitive shortcuts when evaluating credibility. Claimed authority ("We're the #1 platform") triggers the skepticism filter. Demonstrated authority — showing insider knowledge, specific results, or pattern recognition that others miss — bypasses it. The viewer doesn't decide to trust you. They simply can't deny the evidence.
In Your Ads
Stop saying you're an expert. Start showing things only an expert would notice. The shape is: "We analyzed [N] ads across [N] verticals. The top 1% all share the same three structures — and none of them are what you think." That's authority: not a claim, a demonstration of knowledge the viewer doesn't have. Only run it with a finding you can actually show.
When This Breaks
You lead with credentials instead of insight. "Founded in 2019, trusted by 500+ brands, backed by top investors." The viewer files this alongside every other startup that leads with pedigree. Credentials are proof you existed. Demonstrated insight is proof you're worth listening to.
Example
Claimed: "We're the leading creative intelligence platform." Demonstrated: "We deconstructed [N] ads and found that most of them use one of just 30 psychological activation patterns. Here's the first one." The second version earns the position instead of asserting it — and every number in it has to be one you can stand behind.
Related Terms
Frequently Asked Questions
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