Using the Most Important Voice

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E.F. Hutton & Co. ran successful ads based on the company’s reputation. The ad stated, “When E. F. Hutton talks, people listen.” Powerful words don’t you think? Two nouns, two verbs packed with meaning. Why do people listen? Because E.F. Hutton delivers. Success is inferred. If you do what “he” says you get results.

The ad established authority, and we tend to respect authority, especially when it delivers the results we want. But E.F. Hutton didn’t create the formula or the principle of a...