3 Ways to Build Your Author Platform
Does the term "author platform" make you want to close your laptop and walk into the sea?
I get it. The act of writing is difficult enough without having to market oneself.
It's easy for social media to be the first thing we think of when we talk about building a platform--and that might spark a flare of panic. Take heart: an author platform is much more than social media. Your platform is simply the foundation from which you can attract readers. It can include your friends and family, your alma mater, your expertise (critical if you are writing non-fiction), your website, and more. Your platform is made up of your connections, and your ability to make new ones.
To be frank, I knew non-fiction writers needed a platform to publish traditionally but I was curious to hear how platform worked for fiction writers who are able to their work to a publisher on the merit of the writing quality and story alone.
I tuned into Jane Friedman's Business Clinic on Friday where she analyzed fiction author Leslye Penelope's platform and suggested how she might increase her connections. Really valuable stuff, no matter the genre you work in!
Here are three essential takeaways, but I do recommend catching the replay on YouTube.
Engage libraries. Libraries can increase visibility through their promotional emails (some library systems have huge email subscriber lists), and studies show that borrowers are buyers, too. You can search a title on Overdrive to see which libraries carry your book, and WorldCat offers a similar feature. If you are a member of the Authors Guild (alas, I am not) you can access LibraryATM, which will give you analytics on which libraries or library systems are championing your book, which is incredible data for planning promotional events.
Analyze your comps and partner with their authors. Their readers are your hoped-for readers, after all. Analyze how these authors promoted their books. What media outlets (including podcasts, blogs, Reddit AMAs) did they appear in? Consider partnering on readings, conference panels, giveaways, Q&As on your blog or newsletter, and more. It can be intimidating to ask for partnership, and for sure you will get some nos, but a polite, brief request is worth it. You could get a yes!
Find a current fan of your work and examine how they came to know you. And use what you discover to attract more fans. If you're in marketing or own a business, you'll recognize this exercise. Sometimes analyzing these superfans is called a buyer persona exercise--you do a deep dive on who your ideal buyer is, what they want, and how you deliver on what they want. This requires stepping outside yourself and your work--which can be difficult--but if you can get a clear eye on your value as an author and who recognizes and hungers for your value, you can uncover creative ways to find those people.
Your platform is probably the last thing you want to think about. But ultimately you want people to read your work (right?), and even if you aren't ready to unleash your masterpiece upon the world, I hope it's reassuring to know that there are achievable steps to take to increase your readership and that we don't all have to have thousands of followers on Instagram, appear on TV shows, or hit the NYT Book Review to build a loyal readership.
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