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Activity 15 | 8th std English | Bridge course book | Letter writing



सेतू अभ्यासक्रम 8वी: https://www.youtube.com/playlist?list=PLnklpc08HDuITSdolCCHblWTkWTPN1UoT

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How to Use Authority to Boost the Power of Your Content

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One of the best ways to rise above the fold and get more eyes on your material is to use the power of authority. But what are the best strategies for doing this?

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Brand Renegades

Discover how two entrepreneurs used unconventional business strategies to turn their startup into a multimillion-dollar company.


5 min read

Opinions expressed by Entrepreneur contributors are their own.


Most business owners investing in content marketing know that you have to distinguish yourself if you’re going to be successful. There are millions of people competing for visibility, and although the web is a big place with billions of potential readers, you’ll still have your work cut out for you if you want to stand out.

One of the best ways to rise above the fold and get more eyes on your material is to use the power of authority. But what are the best strategies for doing this?

Why authority matters

In the context of content marketing, authority refers to a person’s perceived level of expertise and credibility on a subject. The word “perceived” here is important, because as we’ll see, there are ways to make yourself seem more authoritative on a subject than you actually are.

Ultimately, authority will make people behave in ways that favor your content marketing strategy:

  • You’ll get fewer bounces and more time on page. If a person feels you’re not authoritative or credible, they’re going to stop reading your work then and there.
  • You’ll get an edge over the competition. Why would someone choose your work over a competitor’s? If you’re more authoritative on the subject, it’s a no-brainer.
  • You’ll get more links and, eventually, more traffic. If you’re seen as an authority on the subject, you’ll earn lots of links, which have the power to send referral traffic your way (and boost your position in search engine results pages, SERPs).
  • Your audience will become more loyal. Once readers understand how authoritative you are, they’ll be more likely to keep reading your work.
  • Your words will become more powerful. Thanks in part to authority bias, people will eventually treat your words as being disproportionately accurate and credible.

Related: 5 Ways to Discover Your Blog Readership’s Most Pressing Questions

Excellent. So how can you use authority to boost the power of your own content?

Improving your own authority

You can make yourself more of a perceived authority in several ways, including:

  • Get more experience (and show it off). Most people associate experience with authority. If you have 25 years of experience in sales, you’ll be taken more seriously than a 21-year-old who’s just getting started in the field. When you get this experience, make sure you show it off — it won’t always be immediately apparent.
  • Write articulately and precisely. This should go without saying, but some of your perceived authority will depend on your ability to articulate your thoughts precisely and concisely. The value of eloquence is hard to overstate here.
  • Cite your work. When possible, cite your work. Link to other authoritative sources that back up what you’re saying. Or better yet, provide original research that verifies your claims. The more data you have on your side, the better.
  • Include counter evidence and refute it. It’s a bit counterintuitive, but if you’re trying to persuade an audience, provide counter evidence to that point. Spell out the main arguments against your main point and refute them — rather than pretending they don’t exist.
  • Take accountability for mistakes. Admitting your mistakes can be powerful. Occasionally, no matter how much experience or authority you have, you’re going to get something wrong. If you want to have people keep following you, it’s important to admit it, take accountability and move on.

Borrowing from the authority of others

Of course, it takes a lot of time and effort to boost your own authority. Sometimes, it’s just as effective to borrow from the authority of others.

Related: 4 Ways to Find the Right Freelance Writer for Your Blog

These are just some of the ways you can do it:

  • Curated content. Consider curating more content for your audience, whether it’s on your own blog or through your social media channels. Curated content is basically content that’s written or created by another person — in this case, an authority on a given subject. You can reach out to known authorities and welcome them to publish guest posts on your website or simply reblog and retweet some of your favorite authoritative works.
  • Collaborations. As you become more of an authority in your own right, you’ll have the opportunity to partake in more collaborations. Working together with an experienced authority on a shared piece could be more powerful than working by yourself — and both your target audiences stand to benefit.
  • Quotes. You can also make an appeal to someone else’s authority with quotes scattered throughout your work. If you make an important point using logic (or even speculation), consider backing it up with a cited quote from an authority figure on the topic. It’s a subtle way of saying, “see, all the leading authorities agree here.”

A more authority-centric content marketing strategy can work in your favor if you plan and execute it well. Focus on giving people the best, most accurate information you can — and don’t be afraid to work with some already-established authorities in the field. 

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Animated Sci-Fi Short The Desert: Lonely Robots on Earth

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A robot stares over a candle flame in a frame from animated film The Desert.

In a future where humanity has abandoned its home planet—or perhaps gone entirely extinct, as bits of atomic-bomb imagery suggest—robots rule, but it’s a lonely and strange existence. They’re drawn to things that remind them of the past, like libraries and TV sets, but also feel more primal urges, like the instinct to fight.

A Vimeo Staff Pick and Short of the Week selection, Michael Dockery’s The Desert has a simple logline: “Earth in a post-human age. Our creations left to wander in desolation.” There’s not a traditional plot to follow in the film, which runs just under five minutes, but it sets a mood that’s somehow both melancholy and hopeful. In keeping with those contrasting tones, the artwork is dark and apocalyptic before giving way to the warm colors of the sunrise. (Dockery also did the music and sound design, speaking of setting a mood.)

According to Short of the Week’s post on the film, Dockery’s influences and inspiration include “the literary dystopias of J.G. Ballard, the concept art of Ralph McQuarrie … and his own broad cynicism of modern A.I. discourse and fandom,” while also noting the piece took three years to make and that director is working on another short that’ll continue the story of The Desert, as well as a TV series in his native Australia.

What’s your interpretation of The Desert—does that beam of light from the starry sky (aliens or some other sort of cosmic creator?) mean that life will be returning to the planet? What’s that creature that appears before the kneeling robot? What are your thoughts on the world presented by The Desert? Share your thoughts below.


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This Is Why Reading Fiction Can Help You Write Better Business Books

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4 min read

Opinions expressed by Entrepreneur contributors are their own.


Humans seem hardwired to consume and enjoy stories. Fictional stories shape the way we think, affect how we act and influence our choices. 

One study revealed that “good storytelling” increased cooperation within a Filipino hunter-gatherer population. And Alexander the Great slept with a copy of Homer’s Iliad next to him every night, a fictional story he used as a blueprint for his conquests. That story drove his choices and changed history.

The average adult spends about 6 percent of his or her time every day engrossed in fictional stories. Evolutionary theorists have attempted to understand why humans are so eager to consume fiction. But a nonfiction writer doesn’t need to know why, only that

By leveraging this human proclivity for powerful stories, nonfiction writers can vastly improve the quality of the books they’re writing.

Narrative nonfiction and emotionally powerful prose

Narrative nonfiction, also known as creative nonfiction, is a style of nonfiction writing that uses an approach similar to fiction writing. For example, the nonfiction book might follow the story arc very precisely and have a clearly defined beginning, middle, climax and end. 

The primary purpose of fiction is to entertain. There are many advanced skills writers can use to up the entertainment value of their business books. These skills include emotionally powerful prose, changes in rhythm, smooth shifts in pacing and vivid descriptions. 

The way to learn all these advanced methods is to read a lot of fiction. 

I’m a big fan of narrative nonfiction. Whenever someone wants a book written, I try and persuade him or her to use this method of writing if possible. My purpose when working with writers is to ensure the book they are writing will be read from beginning to end. Making the book entertaining is key.

Related: Why Storytelling Is a Skill that Every Entrepreneur Should Practice

Leverage the five senses 

Description using the five senses is an excellent way to suck your reader into your story. The more engrossed your reader is, the deeper the emotional impact of your narrative.

This applies to business books, memoirs, general nonfiction, self-help and many other nonfiction subgenres. 

Too much description, however, can make a book boring. The way to learn what is “too much” or “too little” is to read a lot of popular fiction. The best fiction books use the senses of taste, smell and touch to bring the readers into the story and so involve them emotionally. 

Brand perception has a lot to do with emotional responses, so this is a vital skill to learn when writing nonfiction. 

Related: How to Build a Brand Story That Buyers Emotionally Connect With

Pick up the pace and capture the interest

Whether you’re telling an anecdote or writing about your life’s story, modifying the pacing of the story goes a long way towards evoking powerful emotions in people. 

Thrillers are particularly good at this, especially near the end of the story. Two writers who do this expertly are Harlan Coben and Lee Child. 

By shortening sentences and paragraphs, you immediately accelerate the narrative pace. The same is achieved by shifting quickly from scene to scene. 

If you were writing a sales book, you could make readers inch forward in their seats and grip their books (or e-readers) a little tighter by writing a fast-paced anecdote of a million-dollar deal. You could jump back and forth between the manager, the salesperson and maybe even the spouse waiting outside their child’s school, eagerly awaiting a call to know if the deal went through — or if they just lost the house! 

Not only will the chapter be exciting, but it will also be memorable. 

Related: How to Sell Anything to Anyone by Telling Great Stories

Anything can be turned into a story if you know how

Once, I worked with an author who had very little to write about other than a short system.

So, we hacked away and worked out how to fill the book with narratives and emotional beats from beginning to end. What began as a lukewarm book quickly became a riveting read.

It does take a bit of smart thinking to figure out how to add emotionally powerful narratives to a book. Reading a lot of good fiction teaches you how to do it and pays off when your business book flies off the shelves. 

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