In the famous Milgram experiment, you get to torture someone to death because an authority figure told you so.

A hidden actor answers your questions, and with each wrong answer, you can administer an electric shock. It gets stronger over time, finally allowing you to deliver deadly doses over his agonizing screams.

You’d walk out, right? Good for you. Because 60% ‘kills’ the actor because the guy in charge of the experiment tells them to continue.

How is this sadistic anecdote relevant?

Well, there are countless ways to borrow authority for your brand, allowing you to invoke the same reasoning in your buyers:

When experts say something is all right, it probably is, even if it does not seem so.

For example, take skincare brand reps. They wear lab coats, giving them an air of authority. They tell you what your skin ‘needs’ and what you ‘have to do’ each morning.

Or how about the sports hero advertising shoes, telling you to ‘just do it’? Surely the $250 investment enables you to dominate a stadium like him?

Sometimes, it’s just random. Like singers endorsing a charity or a political figure, proclaiming ‘it is the right thing to do’.

Perhaps you can blow some budget on celebrity. But most likely you’ll have to get creative if you want some authority for your brand.

So why not start with lab coats?