editorial

Two Key Points Marketing Experts Miss

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 degree 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 relevance and grounding it with your credibility? Or are you just telling them to buy your book?

 I want to hear from you. Tell me here.

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Modern History Press (2010) - Amazon
ISBN 9781615990375
Reviewed by Carol Hoyer, PhD, for Reader Views (05/10)

Synopsis

Tales of Addiction and Inspiration for Recovery by author Barbara Sinor contains true grit bleeding tales told by people you will never meet but whose words will haunt you for months, years maybe. The contributors are not well known, they are not names you will recognize. The stories are written by every day people trying to stay straight and sober, and others written by loved ones searching for clues to the addiction game.

The target readership is the general adult population whether clean and straight, addicted, or in recovery. This book is for anyone with an interest in understanding the reality of drug and alcohol addiction; the impact substance abuse has on our nation’s population; the choices individuals have taken on their addiction journey; and, instruction on how to help guide those addicted toward sobriety.

Read review of Tales of Addiction and Inspiration for Recovery
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Saffron Dreams by author Shaila Abdullah

Modern History Press (2009)
ISBN 9781932690736

Noted as "Word Artist" by critics, Shaila Abdullah is an award-winning author and designer based in Austin, Texas. Her creative work focuses on the strengths and weaknesses of Pakistani women and their often unconventional choices in life.

Abdullah's new novel Saffron Dreams explores the tragedy of 9/11 from the perspective of a Muslim widow. She received a grant from Hobson Foundation for that body of work. Her debut book, Beyond the Cayenne Wall, is a collection of stories about Pakistani women struggling to find their individualities despite the barriers imposed by society. The collection won the Norumbega Jury Prize for Outstanding Fiction and the DIY Festival Award, among other accolades.

Synopsis: From the darkest hour of American history emerges a mesmerizing tale of tender love, a life interrupted, and faith recovered. Arissa Illahi, a Muslim artist and writer, discovers in a single moment that no matter how carefully you map your life, it is life itself that chooses your destiny. After her husband's death in the collapse of the World Trade Center, the discovery of his manuscript marks Arissa's reconnection to life. Her unborn son and the unfinished novel fuse in her mind into one life-defining project that becomes, at once, the struggle for her emotional survival and the redemption of her race.

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