Two Key Points Marketing Experts Miss
Sunday, June 13, 2010 
Guest Post by Irene Watson
Relevance and credibility are two key points in any form of advertising or promotion which includes social networking. I have yet to see book marketing experts address these topics when they tell us social networking, building our list, creating groups on FaceBook, or a whole gamut of other marketing ways is of utmost importance if we want to sell our book. In reality, doing all these things isn't going to get us anywhere if we don't have relevance and credibility to what we say or do.
Relevance: You must prove to your potential reader how pertinent, connected, or applicable your book is to them, current times/ social issues, or currently popular.
Credibility: You must prove to your potential reader you are trustworthy and an expert on the subject. This also includes your personal code of ethics, integrity and reasonable grounds to be believed.
Relevance without credibility is just hype and without substance. Credibility without relevance is boring. But combining the two together you get power. You get the potential reader's attention, you get respect, and you create interest in your book.
Are you frowning right now and wondering how you can do both? It's easy:
Step #1: Find out what is relevant right now that pertains to your book.
I use www.OneRiot.com . For example, I just recently co-authored "Rewriting Life Scripts: Transformational Recovery for Families of Addicts." When I search for key words pertaining to this book I find out what is relevant today; what is being tweeted and what bloggers say. This is relevance. I know what is being said today and I can write the press release, blog entries, or tweets according to what the buzz is.
Notice I said "relevant today." Tomorrow may be something totally different and I can guarantee you in two weeks the relevance would have changed several times.
Step #2: Add your credibility on the topic.
Wondering what my credibility is for the recent book? I am a family member (a Mom of two recovering addicts, and yes, they gave me permission to say it,) I've personally experienced transformational recovery, and I have a Masters in Psychology. However, my main credibility is "I'm a family member of..." and "I'm a Mom of recovering addicts and experienced ..." Families know I can relate to them. My Masters doesn't matter but what matters is I understand what issues families have when an addict returns from a treatment center.
Putting the two together I can speak to what is relevant right now from my own experience. I can help others and that's the bottom line when reading and doing the exercises in "Rewriting Life Scripts."
Okay, so you say this only works for nonfiction books. Well, you are wrong. It also works for fiction books, even mystery or fantasy genres.
Relevance: Repeat - what is relevant right now that your book pertains to?
Credibility: Repeat - why are you an expert in this area to talk about it?
If you can't combine the two, then you will be spinning your wheels going nowhere. You can do all the tweeting and social networking experts advise you to do but if you don't have content that gives relevance and credibility you are wasting your time. Your postings just aren't going to move the dial on the who-gives-a-crap meter.
So, ask yourself:
Does what I say have relevance?
Does what I say speak to the emotions of my audience?
Does what I say make them stop and think, or move them?
If you answered yes, then ask yourself:
Is what I say credible because of my own expertise?
Does what I say have evidence or is searchable?
Will my potential reading audience have confidence in what I'm saying?
Relevance is emotion.
Credibility is truth.
No different than writing your book, it's all about show not tell. Are you combining both relevance and credibility in your social network messages to potential readers? Are you showing them the relevance and grounding it with your credibility? Or are you just telling them to buy your book?
I want to hear from you. Leave me comments please.
Irene Watson is the Managing Editor of Reader Views, where avid readers can find reviews of recently published books as well as read interviews with authors. Her team also provides author publicity and a variety of other services specific to writing and publishing books.
Reader Comments (9)
I have always emphasized that as a writer of paranormal political thrillers I am familiar with conspiracy, secrets, and the dark of the heart. This, I have emphasized, is because I was a private eye for 35 years, and also a 32nd degree (mysterious) Masonic Prince of the Sublime secret. I must tell you, the resultant sound of crickets chirping alone in the night has been grander than Moby Dick's hump and Ahab's last, spitting breath. Anyway, I'll soon be a client with my Revision,
I have always emphasized that as a writer of paranormal political thrillers I am familiar with conspiracy, secrets, and the dark of the heart. This, I have emphasized, is because I was a private eye for 35 years, and also a 32nd degree (mysterious) Masonic Prince of the Sublime secret. I must tell you, the resultant sound of crickets chirping alone in the night has been grander than Moby Dick's hump and Ahab's last, spitting breath.
Anyway, I'll soon be a client with my Revision, LOST RELIC OF THE GODS.
Product Description
TO LIVE FOREVER ISN'T HUMAN -
Ex Philly private eye Jack Vane tries to reboot his previously wasted life, in peaceful, but mysterious New Mexico. He is wrongfully charged with the occult murders of his Native American wife, half his age, and their unborn twins. Jack is unaware that Diana Vane is possessed of Blood Lightning, a mystic connection to tribal gods that made her vulnerable to an ancient prophecy.
Jack escapes a bitter, vengeful, ex-girlfriend police lieutenant who pursues him for the murders, and learns he is now at the center of a sinister, global conspiracy—hunted by dark forces, and a terrible secret. Jack’s life and soul are at risk in a lethal race between onrushing doom and an irresistible Malevolence.
Lost Relic Of The Gods is a paranormal thriller novel structured around a lost 5000 year old Sumerian relic of occult power, ancient lost knowledge, and rival shadow government conspiracies pursuing world domination.
In a race against a questionable yet ticking prophecy of doom, Jack must find the deadly relic to reveal his wife’s murderer. He must also battle a brutal, supreme world power—one terrifying, immortal eminence, who too seeks the fantastic relic and will stop at nothing to possess it.
Jack’s choices and a new self-evolution—driven by fear, desire, and altruism— become all-important. He travels a horrific path that drags him from the nadir of despair and death to the apex of rebirth and victory, to attempt the liberation all Humanity from an ancient, demonic curse.
In a nerve-burning denouement and bone-break action, Jack ultimately is on trial for his life and his very soul.
As a mom, I have experienced firsthand the ways that my children caused me to grow. I can't even begin to imagine how you, as a Mom of children confronting substance abuse, must have grown in unimaginable ways - so I will have to read your book!!!!! Writing "Can I Have Some Money?" by Candi Sparks, was a cakewalk compared to your work! Keep it up.
Hello Irene
Another great article with loads of useful information. I will revisited my goals for writing.
Once again, thanks
Reneee
Irene, these are such important points and you are right, I don't recall anyone else (including me!) writing an article on this topic. I especially like the questions you have posed to help authors think through their own relevance and credibility selling points. I'm looking forward to your upcoming guest post on my Savvy Book Marketer blog.
Irene, your work is getting better and better every week. As I was reading this post I was also reflecting on your wisdom as applied to author biographies, where both relevancy and credibility can often be accentuated with just a few extra words about how a credential relates to a literary effort (credibility), or perhaps how a personal situation, experience or relationship informs the writing. As a newcomer to the social media, this piece has particular value for me with respect to "qualities" in social connection being so much more important than "quantities." Thanks.
Hi Irene! Another great article from you! Relevance and credibility are such powerful words for me as a new publisher and marketer of children books written by children. Recently, a librarian helped me tap into the "relevance" of my son's book, "Hey, Hey, Think Out Loud!" by Jared Tinlin. She said, "His book would be great for our summer reading program for young kids!...We want kids to learn how to write...he is a great role model for future young authors...and that means more books in our library" This librarian helped me identify the relevance of my son's book in the library system for kids despite the saddle stich binding. My son's book is off to a great start in the library system. No I did not forget credibility. I am a very supportive parent helping my son to read and write...not to mention...publish his book. What a great article you presented! Thank you again for empowering me to be better at what I do!
Irene - relevant marketing concepts that apply across products and services, not just writing. I admire the way you tied them together with examples, AND it looks like a great kick-off promotional for the author's message. RV is maturing into a reliable and productive service for authors and for readers....keep energized! LesC
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