If You Don't Build It, They Won't Come: Why Authors Need a Platform

One of the first things I ask my clients and prospects is, “What’s your soapbox?” 

Your “soapbox” is the identity you embody as the expert in your field. It’s how you are recognized through your knowledge, niche, content, and enthusiasm for what you do.

“I have a story to tell.” Great. What’s your angle?

“I’ve learned so much over the years.” Fantastic. Do you have a website?

“I’ve been through a truth-is-stranger-than-fiction experience, and people need to know.” Wonderful. Who are these people? And how will they find you? Do you have a newsletter?

They don’t always have an answer. And that’s a problem. 

You may have the best book idea on the planet. You may have a great differentiator. It may be the best thing since sliced bread. However, if you don’t have an author platform, getting a book deal will be much more difficult. Your platform is not just the number of followers you have. It is the collection of relationships, credibility, and visibility you have built around your expertise. 

A publisher is not going to build your platform for you.

The converse is also true. Those who have already cultivated a large audience sometimes wonder what a traditional publisher brings to the table, since they have to market the book anyway. 

“I’m the CEO of a Fortune 500 company.”

“I have hundreds of thousands of Instagram followers.”

“I’m a TEDx speaker with millions of views.”

That’s wonderful. You will be more attractive to a publisher, because you have an audience to bring to the table. A traditional publisher is looking to create a win-win situation. They build on the platform you have already created, helping you reach more readers and get your book out into the world in a much bigger way. 

So, what is an author platform? 

It’s everywhere you show up, online and offline.

It’s your website, newsletter, social media, traditional media, guest articles, podcast interviews, speaking engagements, community involvement, and more.

Before you get overwhelmed, here are a few things to keep in mind.

You Don’t Need to … 

Be everywhere. But claim your profile name/persona on the major platforms for consistency and in case you decide to expand where you show up. A website and newsletter are also strongly encouraged. 

Become a full-time content creator. But decide what type of content is in your comfort zone and create a realistic cadence for your newsletter, articles, podcast, and/or other content, so you are showing up consistently. 

Become a TikTok or Instagram star. But do share video content. If you have one, post a sizzle reel on your YouTube channel—and also link to it in your book proposal. It can help agents and publishers see your personality, expertise, and presence. 

You Do Need to …

Have fun with the content you create. That’s one of the best signs that you know your stuff.

Make author friends. You can learn from each other, support each other, and create opportunities together. 

Get involved in your community. Offline engagement also counts.

Your author platform is not one thing. It is a combination of how you show up as the thought leader you are, whether you are showcasing your expertise, your experience, or both. 

Too often, I have a conversation with an aspiring author who thinks that once a publisher sees their work, they’ll love their book so much, their lack of platform won’t matter. The publisher will do the heavy lifting of finding them readers, creating the buzz, and getting the word out. 

I’m not saying never. But it’s highly unlikely.

That’s not how publishing works. 

Your publisher’s job is to publish your book. Your job, in addition to writing a compelling book proposal, is to build your soapbox. Create a platform that showcases your expertise and builds relationships with the people who need your message. That way, when the right publisher comes on board, they can help you take your book and message even further. 

And for those who have a big audience already, focus on what you do best: your content. Let the publisher actually do what they do best: edit, produce, and distribute your book.

Join us for our Symposium, "Author Platform Essentials for Writers Who'd Rather Be Writing"

*Featured image by nuvolanevicata (Adobe)