8. Voice of Authority
The Voice of Authority module consists of either a quote or a story from someone your audience will recognize on having something significant to say about your subject. The purpose is to “borrow” the power and credibility of someone everybody knows in order to strengthen your position.
If you use a quote rather than a story, consider the powerful “one-two-three punch” approach. Instead of one quote from one person, use three from three different authority figures in quick succession. The effect is a multiplication of impact.