The Persuasive Power of Credentials: Lessons from the Land of Oz and Beyond

As I settled in the day after Thanksgiving, I couldn’t help but revisit a piece of my childhood – “The Wizard of Oz.” Not just for nostalgia, but for the timeless wisdom it imparts, especially when it comes to influence and persuasion.

Remember the Scarecrow’s quest for intelligence? All it took was a diploma from the Wizard for him to believe in his newfound intellect. While we know that a piece of paper doesn’t infuse knowledge, it does symbolize something significant and here’s where the principle of authority comes into play.

In the real world, think about the difference a diploma or a black belt can make. They don’t necessarily make you a genius or a martial arts master overnight, but they do represent hard-earned expertise and commitment. This isn’t just about appearing more intelligent or capable; it’s about leveraging these symbols of authority to enhance your persuasive power.

Consider this: a college degree, especially from a prestigious institution, carries weight in conversations and negotiations. It’s a blend of authority and scarcity at work. With 37% of U.S. citizens holding a bachelor’s degree as of 2022, and even fewer from elite universities, these qualifications become not just educational milestones but persuasive tools.

The same applies to martial arts. Earning a black belt, let alone higher degrees, represents years of dedication, making it a symbol of authority and rarity. Just like academic achievements, these accolades can significantly bolster your persuasive abilities.

Now, let’s connect this to your professional life. It’s crucial that people are aware of your credentials before you engage in persuasion. This is where a well-crafted bio, introduced by someone else, comes into play. It establishes your credibility and sets the stage for effective influence.

When preparing for a meeting, especially with new clients, leverage this strategy. Write your own bio or email, highlighting your accomplishments and let someone else introduce you. This approach ensures your achievements are conveyed accurately and effectively.

Don’t forget the power of platforms like LinkedIn. Your profile is your digital resume, constantly scrutinized by potential clients, partners, and employers. Make sure it reflects your educational qualifications, achievements, and certificates. It’s essential in today’s digital age to have your online persona mirror your real-world expertise and authority.

Here’s the key takeaway: Hard work and dedication lead to recognition and credibility. Once you’ve earned that recognition, whether it’s a degree, certificate, or award, make sure people know about it. This sets you up as an authority, making your persuasive efforts more impactful.

Influence isn’t just about what you say or how you say it; it’s also about the authority you carry into the conversation. Just like the Scarecrow in “The Wizard of Oz,” it’s not the diploma that makes you smart, but it sure helps others perceive you that way. Your credentials can be a powerful tool in your persuasive arsenal, so use them wisely and ethically to enhance your influence and achieve your goals.

Remember, influence is about combining your skills, knowledge, and achievements to create a compelling, persuasive presence. Your journey, much like that of Dorothy and her friends, is unique, but the principles of ethical influence remain constant and powerful. Keep pushing boundaries and innovating in how you wield influence, and don’t forget to share your stories and insights along the way. Let’s inspire change together!

Edited with ChatGPT

Brian Ahearn

Brian Ahearn is the Chief Influence Officer at Influence PEOPLE and a faculty member at the Cialdini Institute.

An author, TEDx speaker, international trainer, coach, and consultant, Brian helps clients apply influence in everyday situations to boost results.

As one of only a dozen Cialdini Method Certified Trainers in the world, Brian was personally trained and endorsed by Robert Cialdini, Ph.D., the most cited living social psychologist on the science of ethical influence.

Brian’s first book, Influence PEOPLE, was named one of the 100 Best Influence Books of All Time by Book Authority. His follow-up, Persuasive Selling for Relationship Driven Insurance Agents, was an Amazon new release bestseller. His latest book, The Influencer: Secrets to Success and Happiness, is a business parable designed to teach you how to use influence at home and the office.

Brian’s LinkedIn courses on persuasive selling and coaching have been viewed by more than 700,000 people around the world. His TEDx Talk on pre-suasion has more than a million views!