Today we wrap up our series on “Six Simple Steps to Literary Lionhood.”
The final step is to build what is called an “author platform.”
Step Six: Build Your Platform
Suppose, Dear Reader, you have written a book. You have sold your book to a publisher. And your publication date is fast approaching.
Now comes the fun part. You and your publisher will strive to sell your book to hundreds—no, make that thousands—no, make that tens of thousands of people.
Sounds like a big job, doesn’t it? And one which is not much related to the skills and urges that led you to write the book in the first place. (Unless, God help you, you wrote a book on how to market, platform, and sell a book.)
But do not despair, Dear Reader.
There is a time-honored way to do this.
Have your publisher send you, a publicist, and one or two assistants on a junket called a “book tour.” You will ravage all the major cities in the United States. Your publicist will have paved the way by arranging dates with the biggest newspapers, radio outlets, and TV stations.
You will sit for magisterial interviews at each outlet and come back at the end of each triumphal day to a fine dinner, followed by exercise, massage, and sauna; after which you will retire to your well-appointed suite in a four-star hotel—a suite freshened with a new bouquet of roses and several bottles of Dom Perignon to celebrate your—well, let’s face it—to celebrate your celebrity.
We are only kidding, Dear Reader.
In the actual, dystopian world of today, your publisher will spring for exactly none of the aforementioned flourishes and furbelows. If you are lucky, the publisher will buy cookies and ginger ale and will help you arrange an indoor venue for your official book launch party, which will be counted a smashing success if two digits’ worth of loyal supporters show up to munch the Lorna Doones and a few of them buy copies of the book, which you will smilingly autograph for them. Unless, of course, you hold the darned thing on Zoom and refer attendees to a website where they may buy the Kindle version for the special introductory price of $0.00.
About this, we are NOT kidding, Dear Reader
And, by the way, about one week after your book launch, the publisher will be off to the next book launch, featuring some other up-and-coming author.
But we repeat, do not despair. After all, we are here to help you through this dark valley.
It helps to have a long-term strategy. Pause for a moment to reflect that most of a book’s sales do not occur at the launch party, or even during the first week.
Any book, successful or less successful, scores most of its sales weeks, months, and years after publication. And a prime factor in the strength of those sales, which can generate increasing royalty checks for you year after year, is, wait for it . . . dumb luck.
That’s right. You may get lucky and some random, unpredictable factor may cause people to buy your book. Or maybe not so much.
Because another, completely separate, prime determining factor is your own strategy, skill, and persistence in raising the profile of your book by building your author platform in the months before publication and the years after publication.
What is a platform?
Here’s an example: Suppose you commit a string of sensational murders before being caught by the police after a highly-publicized and hazardous high-speed chase in a crowded tourist mecca like Niagara Falls or the Grand Canyon—or, better yet, Martha’s Vineyard or the Hamptons (the ones on Long Island, not the nationwide motel chain that offers free and usually satisfying breakfasts).
Yes, make it the Hamptons, by all means. Because thereby you add snob appeal and a dash of carefree wealth to the revolting barbarity of your crime spree.
As soon as the police allow you to do so, call your lawyer. And make sure your lawyer calls an agent. Because there’s a sure-fire book in this.
We kid you not, Gentle Reader. Millions of people will shell out real U.S. simoleons for a book, almost any book, written by a notorious serial killer nabbed in a glamorous high-speed chase in a well-known playground of the rich. As long as your book has some tenuous connection with your celebrity. For instance, The Long Island Murder and Mayhem Guaranteed Weight Loss Cookbook. Perfect.*
* The asterisk to this particular achievement is that in most jurisdictions, crime is not allowed to pay. So the court will confiscate your million-dollar advance and distribute it to the families of your victims. (The Hamptons may be an exception, for all we know, Fair Reader. But don’t say we offered you any legal advice, because we will deny it. We would never think of doing such a thing even if we were allowed to, which we are not.)
But our point is: This would be a platform.
So now, to translate it into something where you are allowed to make money: Let’s say your crimes are only political. You are a major party candidate for president or any other high-profile political office. Perfect. Feel free to cash in by writing a book.
It’s a reliable platform—at least in the sense that the effete eastern snobs and nattering nabobs of negativism who run the Big Five publishing houses will pay you a million bucks up front—before a line is written. Whether any copies of your books get sold is surely beside the point.
“But what,” we hear you say, “what if my political appeal is limited and I can’t get on the ticket? What else might be a platform?”
Well, perhaps you are a leading national authority on welded joints. You make fifty speeches a year to state welders’ associations. It’s an average of two hundred attendees per conference, and they all love you. Now suppose you write a book about about your favorite subject: Spot Welds, Brazes, and Heliarcs I Have Known; or, What Are You Doing in a Joint Like This?
You can probably sell twenty or thirty books after each speech, if you carry them with you in a cardboard box. You’ve got a platform. Your fame as a welding expert is your platform. In that case, we’d advise self-publishing, as long as your book is professionally done. Why split the profits with a traditional publisher?
You see how it works?
“What if I’m just the author of a book I enjoyed writing and want lots of people to read? I mean, I’m not a celebrity or a noted speaker with a built-in sales base.”
Then, Dear Reader, you will have to build yourself a platform, plank by plank.
There are lots of books and articles on how to build an author platform. Most of them recommend the heavy use of social media. We will not gainsay that. Social media can help you build a nationwide, even worldwide, coterie of friends who will encourage you. A few of them may even buy your book.
But you don’t have to be a whiz at Twitter, Facebook, Instagram, or anything else like that to build a platform.
Unless there is something else you are widely noted for, your book itself will be the main plank in your platform. Once you have a book in print, you have something you can flog. You can, literally or figuratively, hold a copy up to the camera and say, “Buy this book!”
The existence of your published book gives you a perfect reason to call podcasters and arrange to be interviewed about your book. Why podcasters? Because they are among the most powerful influencers in America today. Noted book marketing guru Dan Blank says, “Again and again, I hear from authors how they would get an appearance on a major TV morning show, and saw barely a blip in book sales. But that a podcast appearance would cause a huge ripple effect in their book sales.”
For some reason, readers get attached to podcasts and give them their trust. So when you and your book appear on their favorite podcast, they are likely to buy the book.
Podcasters are known in the marketing business as influencers. The same is true of bloggers. If you get the opportunity to do a guest blog, take it. What will it cost you? A few hundred well-considered words, that’s all. And those words can and should be about yourself, your passion, and your writings.
Also, get yourself invited to every local book club you can. Now that we are all hooked on Zooming, you can even make this a national quest. If your book is chosen as book of the month by a book club, x readers will buy it just so they can take part in next month’s discussion. When you, The Author, appear and answer their questions, some of them will talk up your book to their friends, and you’ll get additional sales.
Lastly, whenever you do one of these “influencer” gigs—a podcast, a guest blog, or a book club—mention it prominently in whatever social media posts you routinely do. In this way, with a little thought and careful coordination, you can build yourself a brand.
If you have written an RGB (Really Good Book), then your efforts in the first year after publication will pay off handsomely down the road. Many books with sluggish but persistent sales in the first few years suddenly reached a take-off point purely by word of mouth after three to five years, much to their authors’ surprise.
When your first book has sold thousands of copies, that itself becomes another plank in your platform. People who liked your first book will be more likely to buy the second.
With chagrin, Dear Reader, we must admit that what we have just written is, well, theoretical. In other words, that’s how it’s supposed to work.
But we wouldn’t know, because our first book is yet to be published. We’re still working on that part.
Wish us luck.
Larry F. Sommers, Your New Favorite Author