Want Credibility? Send a Signal

By Michael Drew - Feb 27 , 2008

I’m sure there are thousands of writers out there who write simply for the love of writing. Then again, I wouldn’t know. I spend my time helping entrepreneurs become bestselling authors so they can use that recognition to further grow their businesses. A book is not a product of love to these people. It’s a tool to help them get where they’re trying to go.

But here’s the irony.

Ultimately, both the passionate writer and the corporate bigwig want the same thing – credibility. The writer wants readers to appreciate his skill and gift with language, while the bigwig wants to be recognized as an authority figure in her field.

But how do you become credible with today’s audience? In the old days, you could market/advertise your way to credibility. All you had to do was put yourself in front of people (both literally and figuratively) and fill them up on empty promises:

Anybody can lose weight on this diet. Don’t be surprised if you’re ten pounds lighter by the time you reach page 10.

From the word ‘go’ you feel like you’re riding shotgun on a rollercoaster bustin’ off the track. Guaranteed to be the thrill-read of your lifetime.

In the right hands and used the right way, this book can make you rich.

But unsubstantiated claims don’t convince people anymore. Heck, the truth doesn’t convince people anymore. They’ve been misled so many times, they just automatically assume that everybody is ‘cryin’ wolf.’ So how do you get them to take you seriously enough to choose your book from a shelf of millions?

You give something up. That’s the answer. You incur a cost. And by doing so, you send people a signal that you can be trusted.

I learned that from my associate, Tom Wanek (WAY-nik). Tom’s an expert on Signaling Theory. He says there are six things a “seller” can give up to earn the credibility of a potential “buyer:”

1. Material Wealth
2. Time & Energy
3. Opportunity
4. Power & Control
5. Reputation & Prestige
6. Safety & Well-Being

What about an example of each from the world of publishing –

1. Uploading completely free, downloadable e-books
2. Creating and maintaining a well-thought-out, regularly updated blog
3. Tailoring marketing efforts to a specific audience, while ignoring the rest
4. Allowing readers to post reviews on your website and link to your blog
5. Attending/supporting a controversial event/cause that you believe in
6. Risking your life for your project

Talk has never been cheaper than it is today. If you want to sell more books, you have to show people that the risk goes both ways. They’re giving up time and money for your book. What are you giving up in return?

Questions about earning credibility with your audience may be directed to Michael R. Drew at the Austin, Texas, headquarters of Promote A Book : 512-858-0040. You can also contact Michael via email at michael@promoteabook.com.