This week, I’ve blogged about building a platform. I shared a little about my own platform and I gave some ideas for establishing a platform after producing a book. Today, I’d like to share my thoughts about recognizing the elements of your already established platform and present some ideas for how to use it.
Many authors of nonfiction have at least a good start toward a platform for their books. In fact, that’s actually why they write a particular book—because they are somewhat of an expert in the field. They know their topic well. Few first-time authors, however, even realize the importance of platform when they decide to write a book. They write on a particular topic because they like it, see a need for a book on it or want to add to their credibility on this topic. Few of them consider how they can use their knowledge, expertise or experience to promote their books. In fact, most authors don’t even think about their audience or promotion when they decide to write a book.
For our purposes today, I’ve chosen 3 publishing scenarios. While they may not exactly reflect your book project, I trust that you will be able to use these examples in your own situation. Be creative in your thinking. Open your mind.
Jane is a family therapist. She works with children who suffer emotional trauma—whose parents have divorced, become addicted or died, for example. Because of a perceived need, she decided to write a book for parents and guardians featuring 10 ideas for helping frightened children to feel safe. Her platform includes her credentials, her experience in her field and her affiliations with several organizations related to family therapy. She has been actively blogging for three years on issues related to her field and she is a popular speaker at conferences, conventions and civic group meetings. She has recently established a support group for teenagers, which has received quite a bit of interest from her peers as well as the press.
Jane has an excellent platform for her pending book and should probably expound on it in order to land a traditional publisher. Even if she decides to self-publish or go with a pay-to-publish company, she has a great platform to assist her in promoting and selling her books. She has a following, credibility in her field and avenues through which to promote her book.
Steven has been involved in skateboard competition since he was a kid. He’s 28 now and wants to write a book for youngsters who hope to compete. What sort of platform does Steven have? He is known among skateboarders, he has even branded a skateboard he designed. He currently operates a small magazine for young skateboarders, which is free to customers at many sporting goods stores throughout the U.S. And he gives instructions to young skateboarders at many of the skateboarding events throughout the country. Steven knows who his audience is and he has developed a reputation within his area of expertise. He has a solid platform and should be able to rely on it to get published and/or to sell books.
Alison took a year off to travel parts of Europe and then decided to write her travel memoirs. Let’s examine her platform. This book reflects Alison’s experiences—no one else could have written this particular book. While she is not well known as a world traveler or a writer, she has made quite a few connections throughout her journeys. Like Jane, she established a blog dedicated to her travel experiences. Obviously, Alison’s customer base isn’t nearly as rich as are Steven’s and Jane’s. Presumably, she will sell only a fraction of the number of books the other two authors will sell because she just doesn’t have the reach they have. Her primary customers consist of friends, family, coworkers, neighbors and acquaintances (here and abroad). She may get her book into a few stores whose proprietors she met while traveling. And she will pick up a few customers through her public speaking efforts, etc.
Do you see the difference between Steven and Jane’s platforms and Alison’s? While the former authors were more invested in working with, teaching, coaching others in their expertise/field, Alison’s area of interest was more personal. It was something she experienced pretty much alone. Her following consists of individuals she has met in a more personal way—she did not reach out in any meaningful way so as to attract a large following.
All of these authors will have to promote their books, but Jane and Steven’s efforts will probably result in more sales more quickly. Why? Because they have established a stronger foundation. Folks seeking books on these topics will be impressed by the authors’ credentials.
Alison’s customers, however, may hesitate purchasing a memoir by an unknown author whose only claim to fame is that she lived the experiences in the book.
This was a fun exercise to create, I hope you found it useful. I would love hearing from some of you authors out there as to how you’ve established your platform for your book and/or what you’re doing to establish a solid platform.