This HBR article well worth a read.
What is the value of being recognised as an expert ? Quite a lot as it makes you far more persuasive.
There are lots of reasons why well-crafted messages fail to persuade, but one of the most common is because the communicator focuses too much on constructing the content of the message rather than choosing the right messenger. The distinction between the messenger and the message is an important one. In today’s information-overloaded world, in which we’re exposed to lots of conflicting messages, people will often act more on the basis of who is communicating the message rather than the actual message itself.