Platform Strategy: The “Rule of 3”

Who’s ready for a new strategy to build a platform? Today’s conversation offers a fresh tool for starting your publishing journey or seeking inspiration. Perhaps you can relate to one of the following groups who tend to struggle with platform:

1. A novelist who has finished the manuscript but is frustrated with building an audience without a book.
2. A non-fiction writer who keeps hearing, “I love your idea, but you’ll need a bigger platform before you can land an agent.”
3. An established author who feels stagnant or uninspired but wants to continue their writing career.

I regularly teach this concept at writer’s conferences since an author platform is a fixed feature of today’s publishing culture. For those who’ve been in the industry since the 20th century (see what I did there), you remember when a writer could receive a book contract if they had a great idea. Back then, publishers had direct access to readers and bookstores, so writers didn’t need to be as concerned with mass marketing, only making their deadlines. Once online retailers, self-publishing, and e-books cut out the publisher as the platform gatekeeper, one of the outcomes is that authors now need to build their audiences.

Often, this reality produces a groan. Yet, the good news is that authors now have a tremendous opportunity to make a positive and lasting impact on their readers’ lives before, during, and after books.

With that in mind, I’d like to share my Rule of 3. Again, this simple, intentional tool can focus or invigorate your platform-building plans.

Start: Select three established authors who write in the same lane (genre, target audience) as you. Choose authors with careers representing where you’d like to be 3-5 years from now. Note: Avoid using mega-selling authors because their approach to platform may need to be more scalable to where you are right now.)

Think of the authors whom you’ve chosen as distant mentors who will serve as a source of light along the path of your publishing career.

Rule 1: Follow them on one of their social media channels, preferably two.

Rule 2: Sign up for their email/newsletter list.

Rule 3: Read their books.

The reason you follow them on social media is to watch the types of content that they post. Note what types of content are effective, meaning what they post that receives comments and shares. Read their readers’ comments and what felt-needs resonate most with them. For novelists, what topics or themes do your authors feature that inspire or excite their followers?

As you review their content, consider what those three authors do that you could adapt for your audience. Tools like Canva offer pre-designed ideas if you need help brainstorming. Whatever you create should reflect your unique brand and desire to connect to your audience authentically.

You need to sign up for their newsletters to provide the inside scoop on how the authors communicate with their inner circle of followers. Newsletters should add value and serve, so look at the three authors you’re following and pay attention to what they send out that draws you in or makes you smile. Please note how often they send out their newsletter. If their rhythm is once a month, then that is good insight for you. You can choose what’s right for you if the three authors are all different.

Finally, reading their books is important because this will give you insight into what they are doing that resonates with readers. How do they create either unique plot points or reader journeys? As you analyze each author, pay attention to what makes their writing unique and consider how you can make your writing stand out.

As a final note, here are two ways that you should NOT use the Rule of 3:

1. Comparison—Do not compare where they’re at to where you are. They may be farther down the road, but that doesn’t mean you aren’t where you’re supposed to be. Remember, no matter the size of someone’s platform, everyone has struggles, situations, and fears that they grapple with in their own lives. Consider praying for your distant mentors since their presence and platform blesses and nurtures you.
2. Stealing–It’s worth another mention. If you see a graphic, reel, blog post, or newsletter element you admire, let it inspire you! Stealing is when you take their idea, upload it, and pass it off as your own. For example, downloading another creator’s graphic and posting it without credit.
   
3. Borrowing–as you read the authors’ books, be careful not to mimic their writing style, the way they structure  their book, their book concepts, or their characters’ traits, this includes writing using the same setting as that author’s.

JOIN THE CONVERSATION: What do you think about the Rule of 3? Does this platform strategy offer any fresh ideas for you, or is there a similar strategy that you’re already using?