Does Audio Create Authority Faster Than Text?

Recent research shows that the human brain can detect confidence in your voice in 0.2 seconds — faster than the blink of an eye. And it’s confidence that influences the listener to give you attention and perceive authority.

It’s an interesting finding, especially with the mainstream emergence of podcasting. We’ve already discussed how audio is smart foundational content that can be repurposed into text, slides, and infographics. But perhaps audio is simply the smartest content of all, standing alone?

Not everyone writes with authority. But anyone can speak with authority, assuming you know your stuff and apply some basic …read more