A fellow writer in my critique group recently asked, “What even is an author platform, really?” The rest of us nodded in empathy. It’s a question I hear a lot from clients. The term Author Platform is thrown around about as often as “show, don’t tell.” Apparently every writer needs one these days, but we can’t build a good one if we don’t know what it is.
Photo credit: Magnolia & Sage Stock
As we discussed the question during our virtual critique session, it became clear us writers have several common concerns when it comes to this illusive Author Platform:
- Do I really need to go to all this effort to build a platform? Is there another (easier, quicker) way?
- Where do I start?
- I’m just not sure I’ve got the … time/knowledge/self-confidence/ability/influence/money … to create said platform.
Want to grow your audience? You need a compelling brand message.
Jane Friedman hits the nail on the head when she explains that “everyone defines it a little differently.” Hence all the angst. She defines it as:
“an ability to sell books because of who you are or who you can reach.“
Jane Friedman
(I don’t believe in re-inventing the wheel, so do yourself the favour of reading the rest of her blog post.) OK, so at least we have a working definition of author platform. The thing is, that definition is intimidating. If we’re early in the publishing journey it looks like a long road to become a somebody with a large network of people we can reach. Even published authors with multiple books under their belt can feel like they’re facing a mountain at the thought of building their platform.
What we need when we’re staring at a mountain is a MANAGEABLE PLAN. We have to get really practical and break the process down into every. Single. Little. Core. Element. So, here are FOUR STEPS to help you get focused and kick start (or grow) your platform.
And, if you’re a sole business owner in a market other than publishing, don’t stop reading. These principles are actually applicable to any solopreneur trying to reach their audience.
1. FIND your most likely audience
You might not want to hear it, but this step is a matter of TIME and RESEARCH.
Start by making a list of COMPARABLE TITLES – books in the same genre which you feel would appeal to the same reader of your book. Maybe they have a similar theme, style or plot.
If you’re a coach, educator, photographer or online business owner, you can do the same thing. Make a list of PEERS you respect. Look at their websites and social media profiles. Have they published any books? Even if they haven’t, you can use your product or service as a keyword on Amazon to find books which target your ideal audience.
Then – and here’s the trick – read the reviews of these books on Amazon. I credit Jennie Nash and Ashlyn Carter for showing me how to do this. Look for the kinds of things readers liked and didn’t. Look for common themes and phrases. Check out the “customers also bought” titles to see if there are other titles or business owners you can add to your list and follow.
Lastly, take a look at the different social media platforms and see who is interacting with your peers, and how, on which channels. You can include YouTube and podcasts in your research. The point is to get an idea of WHAT your ideal audience is looking for and WHERE they’re showing up.
2. Join the CONVERSATION
Again, this step takes TIME.
Pick one social media platform and spend more time LISTENING than talking. Remember that social media is social. This isn’t the time to try selling your book (or course, or coaching service, or soap). Here’s how Jenny Bravo puts it:
“I started blogging to make connections with other writers, to find future readers and to join a community. Blogging led to tweeting, tweeting to tumbling, tumbling to pinning. I found one friend. Then I made another. Then I had a whole tribe of writer friends. When it comes to social media, the main strategy we need is the genuine desire to connect.”
3. CLARIFY your message
“Hooray,” the writers shout. Because here’s where we get to the words, the copy. If you’re a writer, you’ll want a website (simple is great), jacket copy, a bio, and probably social media posts. Business owners need more or less the same elements, minus the jacket copy. Whether you sell words or photos, your home page needs a clear defining statement (think Elevator Pitch) and maybe a tagline.
The thing is, even if it isn’t a lot of words to produce, this stage of the process can trip us up and leave us going round and round in circles, playing with different variations on a theme. Trust me, I’ve been there. We all find it challenging to get to the heart of our story (have you ever tried squishing your book into a one-page pitch or synopsis?), and the same is true in getting to the heart of our message. It’s why it’s the single most valuable step I guide clients through.
So, here are two quick exercises to get you started:
- FIRST, Identify what I call your “Spark Story.” When did you feel, deep in your gut, that you just HAD to write this book or launch this business? What pushed you to do it? What did you want to convey? WHO were you writing for and WHY? What did you hope would come out of it? Scribble all your thoughts on a mind map, walk away, then come back and look for what stands out as key. Then, answer this question:
WHO ARE YOU WRITING FOR AND WHY?
- SECOND, go back to that research you did in Step 1. What were the themes, phrases and language you pulled out? Where do they mesh with your own spark story? You can borrow language from those reviews – it’s powerful to speak in your audience’s voice. Here are recent excerpts from reviews I found while researching how to tweak the banner and copy on my home page.
“I struggle to find my voice and distill a story down to its essence.”
“I’ve never been comfortable with all the usual icky, jargony, soulless marketing and promotion advice out there.”
“It’s like having a close friend sitting at my side working me through the scary marketing process!“
These encouraged me that people were looking for the kind of brand messaging guidance I offer, and they’re helping me hone how to talk about my copywriting and coaching services.
Want to grow your audience? You need a compelling brand message.
4. Make SMALL STEPS towards your author platform
Remember, a mountain is intimidating. One step isn’t.
Firstly – and this is one we so often skip – SCHEDULE regular time for marketing. Those steps won’t get completed unless you cordon off time.
Then, brainstorm all the things you feel you need to do to find and connect with your audience: research, draft copy, join groups, email or call friends, learn how to use Canva, choose a website template …
Put them in priority and logic order. There’ll be certain things you just have to do before you can do something else. Make sure each step will only take you 15 – 30 minutes. Yup, I mean it. Make them SMALL.
Then, check one off your list!
Congratulations, you’re on your way to building your platform.
Do you need help kick starting your platform? Get in touch, I’d love to help.
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