Your author platform is what enables you to sell a lot of books, but what is it?
Very few agents know what an author platform is. Most publishers seem to be clueless about author platforms. Even successful authors are not always aware of their own platform or how they built it.
Over the course of this post I am going to explain what an author platform is and why it is so hard to explain.
I am also going to share the secret of a good authorial platform.
Defining an “Author Platform“
Very few publishers truly understand the author platform. Even writers have a hard time explaining what one is.
It seems that even Jane Friedman, who has a very effective author website, has a hard a time as anyone defining what one is and she has 20 years of experience in the publishing industry behind her.
This difficulty is not a surprise. Author platforms are badly defined most of the time and most people only have a vague sense of what they are. This is because the idea of a platform is a marketing concept that has made a crude transition into the world of publishing.
As writers, we are often still trying to “get it”.
I have spent the last fifteen or so years in the world of marketing and SEO and might be one of the few writers that can explain author platforms to you properly.
What is a platform?
In marketing terms a platform is all the work you have done to get an audience. That audience is listening to you and while you have their attention – that is your platform.
If I had a hit chat show that I hosted, then that chat show would be my platform – millions of people would tune in each week and I could use that to push a message or promote something.
If I have any sense I would promote my product in such a way that I would gain rather than loose viewers. That gaining of viewers is know as building my platform.
A platform is the current attention that I have that I can use to address any topic I want.
A newspaper is a platform. Newspapers moguls often use that platform to play “kingmaker” in general elections.
A successful blog is a platform. Top bloggers often use their platform to make money and sell products or services.
Facebook and Google are a platforms, but they are not your platform. To use Facebook’s or Google’s platform you are going to have to pay money or be very good at viral marketing.
So what is an “Author Platform“?
When Jane Friedman defines an author platform as
an ability to sell books because of who you are or who you can reach, she pretty much summed it up.
An author platform is the platform (connection to a steady audience) that you have as an author.
That’s why blogs and social media play such a huge part in building an authorial platform. They enable you to address any topic you wish. Do that well, and your platform will grow.
There is a simple secret to all this.
Neil Gaiman’s “Author Platform“
A perfect example of building a good author platform is Neil Gaiman. Mr Gaiman, aside from being an amazing writer and one of my literary heroes, is also genuinely interested in interacting with fans.
Neil Gaiman blogs about life, about writing, and about books that are coming out soon. When his beloved dog passed away millions of us mourned with him. Gaiman’s ability to put feelings into words let us share a personal moment with him; or at least feelt hat we did.
Not only does Neil Gaiman have his blog but he has a Tumblr account too. The by-line says
The official Neil Gaiman Tumblr, but honestly no better than the unofficial Neil Gaiman Tumblrs out there. Will sometimes have stuff about my books or my wife in it.
Here, Gaiman will sometimes answer fan questions and give advice to young writers. That’s just the sort of awesome person he is.
Neil Gaiman’s platform is not the blog or the tumblr (although they are put of it). If they were to be deleted tomorrow he could set up shop somewhere else and still have the same platform.
Neil Gaiman’s platform is the loyalty and attention that he has earned from his fans and followers.
He got that by employing the one secret that I am going to share.
Your “Author Platform“
When I wrote Setting Up Your Author Platform, I said that the core of your platform would be your own website. That’s because unless you are lucky enough to have a syndicated and popular chat show, a website (with a blog) is probably your best way to get started.
That’s not to say that your main presence might not be a Facebook page, a tumblr account, a youtube channel, a podcast, a web series, an endless series of speaking engagements, or something that no one has even invented yet. It might be any of those, or none of them.
There is also sorts of SEO, video editing, essay writing, networking, and social media management that can go into a good platform. But at the heart of it, the secret of a good authorial platform is so much simpler.
Want to know the secret?
The secret of a good authorial platform
Forbes tries, and makes a good effort, to explain what an author platform is. Read their explanation here. Yet even though they spend two pages explaining author platforms, they only skirt arround the issue.
Neil Gaiman instinctively employes the secret. If you study his platform you might work it out for yourself.
George R. R. Martin was given his platform by HBO (although, to be fair, he had one before that too).
The secret of a good authorial platform (aka your Author Platform) is this:
Give people a reason to spend their finite supply of attention on you, by providing value.
- You provide value by being authentic.
- You provide value by constantly connecting with people
- You provide value by providing content that matters to the people you want to reach.
Neil Gaiman does this by being himself and connecting with other people who are like him. This works because those are exactly the sort of people that will want to read his books.
It helps that Gaiman has been writing a long time and his fans actively seek him out because they passionately love what he does. I know that because I am one of his fans.
George R. R. Martin’s platform works because there is a huge TV show based on his work and enough fans to remind the new fans that there are books they can read.
George R. R. Martin got there by writing solid books and working hard to build a fan base. I don’t know for sure, but it seems like he did that by being a regular guest at expos and festivals. That was what worked for him.
J. K. Rowling maintains a platform by being sassy on Twitter. The geekier news sites love her for it. Of course, it helps that she has a hit book series and a whole bunch of films to back her up. What Rowling is doing is capitalising on her success.
Rowling, Martin, and Gaiman have all found a way to give back to the people that love what they do. It is, very much, a two way relationship between author and fans.
These authors give people a reasons to invest attention on them by providing value.
Attention is finite – the last true limited resource. People do not give it away for no reason.
For example, the fact that you are still reading this article is evidence that I have been successful in sharing something that you have decided was worth your time to read. You are not reading this article because I have some magic way with words but because I have, I hope, shared something that you found helpful.
To make it as an author, we each need to provide a good reason why our content is worth other people’s attention.
Do that and then, when you have a book release coming up, there will be people that are willing to not only notice but care enough to go out and buy that book.
When you and the content you produce are worth attention, people will give it freely. The secret of keeping that attention is to keep giving value.
Of course, there are ways to leverage that attention and maximise your return from it but at the heart of it all is the simple fact – you need to be worth paying attention to.
That is your author platform in a nutshell.