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Comes and Goes

May 1, 2022 //  by Cynthia Ruchti//  59 Comments

Comes and goes? How does that subject line relate to writers and the publishing industry?

Sometimes a word picture or metaphor will communicate a hard-to-understand truth, which is why this blog post relies on two.

Much of the issue that confounds so many authors–platform (or built-in audience)–can be demystified by one or both of these images.

COME TO THE TABLE

 

come to the table

 

It’s offensive to the majority of us to think of collecting names or accumulating numbers. That’s not our heart. It sounds mercenary, self-serving, self-promoting, and repulsive. Platform-building seems to turn the art of storytelling into a battle for popularity, a fight many intentionally left behind with our middle school angst. “I just want to write. And be published. It grates against me to spend time picking up names for my mailing list like buying votes in an election.”

Consider, though, that a different dynamic is actually at work.

THE INVITATION

As I often encourage both fiction and nonfiction clients, building a platform is more akin to setting a table for your readers and future readers. It’s part of the comes and goes nature of finding, keeping, and tending an audience. Imagine using your newsletter, speaking events, social media interactions, podcast, blog to issue an invitation like this:

comes and goes flourish

Highly-valued reader,

you are warmly invited

to the table.

A word feast is being prepared

for you and others like you.

I’ve studied your needs and preferences.

I’ve listened to what flavors interest you,

what tastes appeal to you,

and compared them to

the (culinary) skills I offer.

The table has been set

and I have saved a space for you.

What I’m sharing online

and in my newsletter

is the amuse-bouche,

a complimentary appetizer

to waken your tastebuds

and give a hint of the meal

that’s to come.

Feel free to invite a friend to join you

at the table.

I’ll add as many table leaves as necessary

and am happy to borrow chairs.

There’s room for everyone

who might enjoy this kind of meal,

conversation, and company.

We’ll build relationship

so you know you can trust

what I will serve.

Bring your imagination

and your appetite.

You’ll find the table

already laid with

a variety of appetizers.

I’m looking forward

to setting the main course

before you.

 

appetizers for come and go

 

How does that concept change your attitude toward platform-building?

The keys to maintaining a healthy approach to platform-building includes comes (invitations to the table) and goes (our efforts to go to the people).

GO TO THE PEOPLE

The most profound message of all time could have died out in Jerusalem if it weren’t for the directive to “Go.” The disciples of Jesus had been handed life-changing news. The easy, artistic, and dramatically more comfortable approach would have been for them to hang a lovely sign by their tent or house: “Ask me about Jesus.”

come and go signAnd some passersby would have. A few.

Instead of that approach, Jesus in essence told them to go to where the people were. “Take the hope and peace I’ve offered to the streets, and beyond that–to the roads that lead far from home. Go.”

They did, walking roads the Romans had paved with Jewish slave labor. They used what others intended for trade (like social media) to instead carry the Gospel to those who hadn’t yet heard.

What if they hadn’t gone? What if the disciples had said, “I have a story to tell. I hope readers find me.” How far might the Gospel have spread? Think hard on this one: Would YOU have heard?

AND IN CONCLUSION

When writers have good things to say–hope-giving, encouraging, transformative storytelling or nonfiction–how many will stumble onto it accidentally? Some. Is that adequate? Is it even good ROI (return on investment) for your diligent efforts to write?

Building a platform is not–cannot be–selling our souls to buy votes for a popularity contest. On the contrary, we have words the world needs to hear. Will we fail to extend the invitation (come to the table) and merely hope that readers will hear about our project? Or will we set a long, compelling, appetizing table and be willing to leave our comfort zones to follow the directive to “Go and tell”?

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Category: Blog

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  1. Kristen Joy Wilks

    May 1, 2022 at 10:20 pm

    Thank you so much, Cynthia! I love the idea of inviting the readers to dine with me so much more than the thought of shouting out into the void about my books, ha! I enjoy the idea of the books that I have on my website to reward newsletter subscribers becoming tasty appetizers to help them decide if they would like to stay for the whole meal! Thinking of our work as food (especially for us who cook) is a lot less daunting!

    Reply
    • Cynthia Ruchti

      May 2, 2022 at 8:19 am

      Just like cooking, still hard work, but more rewarding than we might have assumed!

      Reply
    • Barbara McCourtney

      May 4, 2022 at 2:48 am

      I need to learn more about building my platform.

      Reply
      • Cynthia Ruchti

        May 4, 2022 at 7:22 am

        Might I encourage you to search for platform and related words in the Books & Such blog post archives? You’ll find a lot of perspectives and encouragement.

  2. Andrew Budek-Schmeisser

    May 2, 2022 at 5:04 am

    Come in through the open door;
    come, sit down and take a bite.
    If you like it, have some more,
    there is plenty, it’s all right!
    But if it is not to your taste,
    then do please let me know
    that I will make the greatest haste
    back to the kitchen so
    the meal might be redone for you;
    not altered, but with diff’rent spice,
    for it’s the least that I can do
    for He who made the sacrifice,
    bid me prepare a meal divine:
    the Body, bread; and Blood for wine.

    Reply
    • Cynthia Ruchti

      May 2, 2022 at 8:20 am

      Great thoughts, Andrew. Adjusting what we’re serving is sometimes an act of love!

      Reply
  3. Peggy Lovelace Ellis

    May 2, 2022 at 5:44 am

    Absolutely brilliant! I will share this with my editing clients and keep it for my own referral.

    Reply
    • Cynthia Ruchti

      May 2, 2022 at 8:21 am

      Thank you, Peggy.

      Reply
  4. Damon J Gray

    May 2, 2022 at 7:13 am

    Cynthia, this is the best posting related to the cussword “Platform” I have ever read. You have beautifully describe a way in which to look at something so negative in an entirely positive light. Well done! Really, very well done!

    Do we have permission to borrow and modify the text of your sample invitation?

    Reply
    • Cynthia Ruchti

      May 2, 2022 at 8:21 am

      Yes, but if you could please link back to this blog post, that would be most appreciated.

      Reply
      • Damon J. Gray

        May 2, 2022 at 9:13 am

        Absolutely!!

  5. Grace Allen

    May 2, 2022 at 8:03 am

    This is the best article I’ve read on platform building. I’m one of those writers who has had no desire to build a platform. This article has made me see it from a different perspective.

    Reply
    • Cynthia Ruchti

      May 2, 2022 at 8:22 am

      It does help to change our perspective, doesn’t it?

      Reply
  6. Wendy L Macdonald

    May 2, 2022 at 8:47 am

    Oh my goodness, dear Cynthia, this is a perfect pitch for platform building.
    Books have the potential to bless people in ways they never imagined.
    Shrinking back from growing a reader list is like hiding gifts that were meant to be given.
    I agree with Damon: This is the best post I’ve read regarding this topic.
    Blessings ~ Wendy Mac

    Reply
    • Cynthia Ruchti

      May 2, 2022 at 1:22 pm

      Wendy, that blesses me. Thank you. Keep pulling up more chairs!

      Reply
  7. Ginny Graham

    May 2, 2022 at 9:07 am

    Cynthia, what a beautifully worded blog. It does change my attitude about reaching my reader. Thank you for helping me launch my book!

    Reply
    • Cynthia Ruchti

      May 2, 2022 at 1:23 pm

      Ginny, your readers are hungry for what you have to offer.

      Reply
  8. Janet McHenry

    May 2, 2022 at 9:52 am

    This is lovely, Cynthia! Thanks!

    Reply
    • Cynthia Ruchti

      May 2, 2022 at 1:23 pm

      Thank you in return, Janet!

      Reply
  9. Crickett Keeth

    May 2, 2022 at 12:02 pm

    Wow, I needed this. Thank you, Cynthia, for giving this perspective.

    Reply
    • Cynthia Ruchti

      May 2, 2022 at 1:23 pm

      I think we all needed to read it! 🙂

      Reply
  10. Jill

    May 2, 2022 at 12:47 pm

    Well, now you’ve gone and made me cry.

    Thank you so much, Cynthia, for just the right words at just the right time…

    Reply
    • Cynthia Ruchti

      May 2, 2022 at 1:24 pm

      That “just the right time” part always is a joy!

      Reply
  11. Kimalea Arrighi

    May 2, 2022 at 1:00 pm

    I adore this post! This is my Why. ♥️

    Reply
  12. Mary Kay Moody

    May 2, 2022 at 1:18 pm

    Thank you, Cynthia! I’ve been pondering on perspective, serving, and platform-building. This nugget of truth is just what I needed to hear.

    Reply
    • Cynthia Ruchti

      May 2, 2022 at 1:30 pm

      Glad it was helpful, Mary Kay!

      Reply
  13. Sohani

    May 2, 2022 at 1:58 pm

    Thanks. This really changed my perspective on building an email list. Its not the method that needs to be changed but rather what we perceive through our own looking glass.

    Reply
    • Cynthia Ruchti

      May 2, 2022 at 7:41 pm

      Yes, Sohani! It’s for connection!

      Reply
  14. Lee Nienhuis

    May 2, 2022 at 2:59 pm

    Well said!

    Reply
    • Cynthia Ruchti

      May 2, 2022 at 7:42 pm

      Thank you, Lee,

      Reply
  15. Lori Altebaumer

    May 2, 2022 at 6:10 pm

    I plead guilty. I have an aversion to platform building. BUT… I do like hostessing a dinner party for friends. This blog has stepped on my toes and opened my eyes. It’s tie to ‘GO.’ Thank you for this beautiful explanation of the right way to view our platforms… through the lens of the One who sets a table before us.

    Reply
    • Cynthia Ruchti

      May 2, 2022 at 7:42 pm

      Beautifully expressed, Lori.

      Reply
  16. Amy Allender

    May 2, 2022 at 7:29 pm

    Thank you for articulating this so beautifully. This is something I needed words for and is deeply encouraging and reinvigorating to me tonight!

    Reply
    • Cynthia Ruchti

      May 2, 2022 at 7:43 pm

      Amy, I’m grateful!

      Reply
  17. Janice

    May 3, 2022 at 7:31 am

    What a mind changing read! I hated the thought of platform building until just a few seconds ago, when I read this.
    Beautiful!

    Reply
    • Cynthia

      May 3, 2022 at 12:39 pm

      What a heartening comment!

      Reply
  18. Jackie Freeman

    May 3, 2022 at 8:44 am

    Cynthia, what a timely post! I have self-published a children’s picture book and a devotional. Being so new to social media, I struggle with the very content of your story.

    I have trusted the Lord in getting my words into the hearts and minds of those who need them, and your encouragement to “GO” challenges me to step out of my comfort zone and walk through the doors God opens.

    Thank you. May God continue to bless you, your family, and your ministry.

    Jackie Freeman

    Reply
    • Cynthia

      May 3, 2022 at 12:40 pm

      Thank you so much, Jackie. Blessings!

      Reply
  19. Vina Mogg

    May 3, 2022 at 10:35 am

    Thank you so much Cynthia! What a beautiful perspective to think we are inviting others to the table to feast on our words! Wow! It brings our purpose so much joy! I have been backing up from everything because I feel so overwhelmed. Thank you for turning invitation into an overflow of our message.

    Reply
    • Cynthia

      May 3, 2022 at 12:41 pm

      Platform is hospitality!

      Reply
      • Andrew Budek-Schmeisser

        May 3, 2022 at 1:58 pm

        You’ve summed it up brilliantly in these three words, Cynthia.

  20. Christine Trimpe

    May 3, 2022 at 11:15 am

    This is brilliant! I love to encourage women through Ephesians 2 to join me with a seat in the heavenly realms. Imagine what a seat at His table with His bounty looks like!

    Reply
    • Cynthia

      May 3, 2022 at 12:42 pm

      Yes, just imagine!

      Reply
  21. Leslie

    May 3, 2022 at 11:43 am

    Lovely, Cynthia, thank you. You understand our hearts. ❤

    Reply
    • Cynthia

      May 3, 2022 at 12:44 pm

      Thanks, Leslie.

      Reply
  22. Ann C. Averill

    May 3, 2022 at 7:17 pm

    Thanks for sharing your agent’s encouraging perspective Dorina🌷and thanks Cynthia.

    Reply
    • Cynthia Ruchti

      May 4, 2022 at 7:19 am

      You’re so welcome, Ann.

      Reply
  23. Jane Baker

    May 4, 2022 at 5:06 am

    Beautifully said and eloquently understandable, thank you.

    Reply
    • Cynthia Ruchti

      May 4, 2022 at 7:20 am

      Platform can sometimes seem like a foreign language no one knows, so thank you for that particular comment!

      Reply
  24. Bonnie

    May 4, 2022 at 5:21 am

    This is so very timely. It refreshed me and gave me a new perspective. Thank you!

    Reply
    • Cynthia Ruchti

      May 4, 2022 at 7:21 am

      If a blog post (words) can refresh and give new perspective, I am very grateful.

      Reply
  25. Kathleen J. Robison

    May 4, 2022 at 8:16 am

    Thank you for the simple, yet profound reminder of why we do what we do. Beautifully and timely said.

    Reply
    • Cynthia Ruchti

      May 4, 2022 at 8:17 am

      I appreciate your comment!

      Reply
  26. Janet

    May 4, 2022 at 5:28 pm

    This is the most fabulous article I have read in weeks. The writing is beautiful and the message affected me deeply.

    Reply
    • Cynthia Ruchti

      May 4, 2022 at 6:08 pm

      Glad it could be useful!

      Reply
  27. Amy Boucher Pye

    May 4, 2022 at 9:14 pm

    This is just gorgeous. You say more beautifully what I’ve been sensing as I send out my newsletter – how satisfying it is to think of the exercise as giving to them and not seeking to receive.

    Reply
    • Cynthia Ruchti

      May 5, 2022 at 9:25 am

      Good to hear from you, Amy. And thank you!

      Reply
  28. Deena Adams

    May 7, 2022 at 4:47 pm

    I absolutely love this perspective on platform building. Thank you, Cynthia!

    Reply
    • Cynthia Ruchti

      May 9, 2022 at 6:42 am

      Glad it helped. I know it helped me. 🙂

      Reply

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