In their book, Made to Stick, authors Chip Heath and Dan Heath write:
“Authorities are a reliable source of credibility for our ideas. When we think of authorities who can add credibility, we tend to think of two kinds of people. The first kind is the expert – the kind of person whose wall is covered with famed credentials. Oliver Sachs for neuroscience, Alan Greenspan for economics, or Stephen Hawking for physics.
Celebrities and other aspirational figures make up the second class of “authorities.” Why do we care that Michael Jordan likes McDonald’s? Certainly he is not a certified nutritionist or a world-class gourmet. We care because we want to be like Mike, and if Mike likes McDonald’s, so do we. If Oprah likes a book, it makes us more interested in the book. We trust the recommendations of people whom we want to be like.
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- Entrepreneur Magazine
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- Tim Ferriss, The 4-Hour Workweek
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- John Kremer, 1001 Ways to Market Your Books
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- Robert Skrob, Information Marketing Association
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- Joan Stewart, The Publicity Hound
1001 Ways to Market Your Books
HARO (Help A Reporter Out)
Inside Direct Mail
Investor's Business Daily
Marketing to the Affluent
No B.S. Marketing Letter
O'Dwyer's Publicity Magazine
RTIR (Radio-TV Interview Report)
Wall Street Journal
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