As a nonfiction and fiction author of many years who has spent quite a bit of energy building her platform, and now as a literary agent, I get a lot of questions about platform. I know many of you are over it. You wish you could produce amazing books in your writer nook and not have to think about promoting your work. I get it. I’m there with you. I understand the angst.
As you may know, if you are a novelist, platform building is not as crucial. Publishers will still look at your online presence, but the numbers are not as weighted in importance for novelists. But if you are writing nonfiction, platform can make the difference between a small advance and a larger one, and a good one can empower you to move more books, enabling you to keep writing books for a career.
Most Christian authors feel conflicted about building a platform. After all, this work is about Jesus and his fame, not about us and ours.
While I absolutely affirm that mindset, I also have found a joyful way to look at platform building that has helped me navigate this conundrum.
This is my mindset shift:
- Building my platform is a necessary part of my career. It’s my “work.” Every job has tasks that are not as fun as others.
- Social media is not about me. It’s about the people (readers) I am reaching.
- Building a platform is about serving my reader’s needs, not about building my empire.
- I get to choose how I build my platform with joy as the foundation.
- I can build a platform without burnout that fits the way I’m uniquely created.
- As always, I leave room for the sovereignty of God.
My best advice for platform building is to concentrate on one thing at a time and become an expert in that one place. Once you feel like you’ve mastered that one spot well, move to the next one. (Of course it’s good to have a profile everywhere, but what I’m saying is concentrate on one at a time.)
Over the years, I’ve found that focusing on these tasks toward the top of the list give more ROI (return on investment) when it comes to moving books. This list is not scientifically proven, but it is based on my 17 years in the industry.
Typically Best ROI:
- Email list (Absolutely the best way to foster engagement with your followers). I’ve seen a high level of engagement, too, in engaging with readers over text message. I’ve successfully used Textiful to build my lists, which is a combination of both approaches. I speak a lot about email lists–and I teach best practices in Thomas Umstattd and Jim Rubart’s Book Launch Blueprint that starts April 12th. They cover nearly every aspect of platform as they teach you how to launch your book. Hint: email matters.
- Amazon ads (You typically have to pay a professional for this, and many publishers do this for their books). Here’s a general overview of Amazon ads for authors.
- Professional, reader-centric website. (This is your home on the web. You own it. It’s not about you; it’s about your readers.) Here’s a good example of a reader-centric website by fellow Bookie, Lea Ann Garfias. Here’s a quick (free) video about why some author websites fail (and how you can do better).
- Posting on high profile, highly trafficked online sites. (I love referring people to this online platform). When I wrote an article for the Washington Post, not only did I see my credibility rise (and add a trust badge to my site), but I grew my audience. Here’s how to pitch to the Huffington Post.
- Speaking engagements (online or in person once this scourge has passed). This can include online summits, webinars, and even FB Lives. You could also include YouTube here–any platform that allows people to see and hear you. Here’s a great group on FB who may help called Take the Stage Speakers.
- Podcast (if you have one), or being a podcast guest. (Hint: podcast listeners buy books). Here’s a terrific FB group called the Christian Podcasters Association. Here’s a podcast episode about how to get booked on podcasts. I’m surprised that my biggest platform turned out to be my daily podcast.
- Instagram. This is actually my favorite social media platform. I spent 2020 understanding and mastering it on my way to reach the magical 10,000 number. (I’m getting close!) I find so much joy here, and my audience tends to congregate and engage int his space. Here’s a free course by Mixtus Media that may help as you tackle this platform.
- Facebook. The positive? Most people are on FB. The negative? Increasingly, you have to pay to be noticed there. If you want to run ads on Facebook, here are the four best ads to run for authors.
- Twitter. A great platform if you’re writing a controversial, newsworthy book. But it can be very hard on you if you have a tender heart. Oddly, besides my podcast, this is my largest platform. Here are 8 steps to get more Twitter followers.
- Pinterest. I know author Tricia Goyer is a master at this. Take a look at her boards here. Here are 8 tips for authors for growing Pinterest and readership.
- TikTok/Snapchat/any new platform like mewe or clubhouse. I’m a wait-and-see person about new platforms. I’ve seen a lot of new things fall away. Best practice is to have a profile and watch it. If it takes off, and it’s where your readers are, adopt it.
Of course these priorities will change based on your readership and where you find your book buyers. It will also shift based on your joy level, ability, and time.
I’ve created a graphic you can print and work through these online spaces to see what best fits your platform building prowess. Simply put a checkmark where you feel confident. Then look at how many checkmarks each platform has. At a glance you can make a determination which ones fit you best.
I hope this helps you better evaluate how you’ll build your platform. I believe you can joyfully build a readership without burnout and with intention.
Question:
What do you struggle with most about building your platform? Why?
I sought to build a platform high
on which my words might dance,
but even legends have to die,
and now there is no chance
to reach beyond my reader-friends,
this gentle patient tribe,
and even though the grand dream ends,
my heart is still a-thrive
with gratitude for those I’ve met,
whose quiet courtesy
puts in the shade all vain regret
and truly lets me see
that I’m blessed, so very much,
by every human heart I touch.
I’m reminded of the importance of kingdom math. Jesus changed the world with 11 people.
Thank you for all of these links to helpful teaching on each segment of platform! Lots of great info here that I can come back and investigate. Thank you, Mary!
I’m so glad it was a helpful post, Kristen.
I think my biggest struggle with platform is that I resent the time spent, when I feel I should be writing – but then I feel that way about cleaning house, as well! Thanks for a great post!
Yes, sometimes I have to view it as a necessary part of life (cleaning the toilet!). 🙂
Thank you for helping us connect with so many practical helps! I watched the Mixtus Media Instagram webinar last night and will be implementing some of her tips.
I enjoy blogging and social media, especially the more visually-focused channels. My biggest struggle is making time for all the platform-building things and still finding time to work on my book around family, church and a full-time job with erratic hours. I have to keep reminding myself that I don’t have to be all things to all people and that consistently doing small pieces adds up. It’s OK to be the turtle, not the hare.
I like the visually focused channels as well, Leigh. Turtle on!
Helpful post, Mary. Thank you! Knowing what I ought to be doing and actually finding time to do it are two very different things.
I notice you didn’t mention blogging. Care to share your thoughts on that?
My Roman history website kept PG-13 for teachers and students draws lots of visitors. My author website…not so much. But that’s not surprising. Crime and punishment in ancient Rome and how to fatten snails on milk the way the Romans did are more interesting than I am as an author. I’ll be looking at your author website links.
Blogging has trended far more toward microblogging these days (instagram, FB posts). It’s not that blogging is dead, but that it’s changed. I’m seeing more long format blogs do very well (more like essays).
I have avoided building a platform because to me it has seemed to be
an unpleasant task which I simply do not want to do. This will give me the roadmap to begin and build mine. Having the independent spirit is great for creativity but I have learned that it is necessary to conform to the rules of the publishing world to succeed.
This is my hugest struggle. I love writing and I have been told I’m good at it. I hate taking time away from what I am working on. On top of that, my husband and I are in ministry and I write a blog to promote the ministry and help with support. The blog feels like a task, almost as dreaded as a synopsis. I know I must get over this. Thank you for your article.
Thank you so much for putting this post together! There links are solid gold. I bookmarked this page and sent it to several other writing friends. Most appreciated.
Thank you Mary for this helpful information! You offered great tidbits I haven’t heard, even though I’ve studied this topic a lot! <3