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
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:
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.
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.”
And 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”?
Moneyball for Authors
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!
Just like cooking, still hard work, but more rewarding than we might have assumed!
I need to learn more about building my platform.
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.
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.
Great thoughts, Andrew. Adjusting what we’re serving is sometimes an act of love!
Absolutely brilliant! I will share this with my editing clients and keep it for my own referral.
Thank you, Peggy.
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?
Yes, but if you could please link back to this blog post, that would be most appreciated.
Absolutely!!
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.
It does help to change our perspective, doesn’t it?
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
Wendy, that blesses me. Thank you. Keep pulling up more chairs!
Cynthia, what a beautifully worded blog. It does change my attitude about reaching my reader. Thank you for helping me launch my book!
Ginny, your readers are hungry for what you have to offer.
This is lovely, Cynthia! Thanks!
Thank you in return, Janet!
Wow, I needed this. Thank you, Cynthia, for giving this perspective.
I think we all needed to read it! 🙂
Well, now you’ve gone and made me cry.
Thank you so much, Cynthia, for just the right words at just the right time…
That “just the right time” part always is a joy!
I adore this post! This is my Why. ♥️
Thank you, Cynthia! I’ve been pondering on perspective, serving, and platform-building. This nugget of truth is just what I needed to hear.
Glad it was helpful, Mary Kay!
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.
Yes, Sohani! It’s for connection!
Well said!
Thank you, Lee,
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.
Beautifully expressed, Lori.
Thank you for articulating this so beautifully. This is something I needed words for and is deeply encouraging and reinvigorating to me tonight!
Amy, I’m grateful!
What a mind changing read! I hated the thought of platform building until just a few seconds ago, when I read this.
Beautiful!
What a heartening comment!
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
Thank you so much, Jackie. Blessings!
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.
Platform is hospitality!
You’ve summed it up brilliantly in these three words, Cynthia.
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!
Yes, just imagine!
Lovely, Cynthia, thank you. You understand our hearts. ❤
Thanks, Leslie.
Thanks for sharing your agent’s encouraging perspective Dorina🌷and thanks Cynthia.
You’re so welcome, Ann.
Beautifully said and eloquently understandable, thank you.
Platform can sometimes seem like a foreign language no one knows, so thank you for that particular comment!
This is so very timely. It refreshed me and gave me a new perspective. Thank you!
If a blog post (words) can refresh and give new perspective, I am very grateful.
Thank you for the simple, yet profound reminder of why we do what we do. Beautifully and timely said.
I appreciate your comment!
This is the most fabulous article I have read in weeks. The writing is beautiful and the message affected me deeply.
Glad it could be useful!
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.
Good to hear from you, Amy. And thank you!
I absolutely love this perspective on platform building. Thank you, Cynthia!
Glad it helped. I know it helped me. 🙂
That’s a great way to think about platform. I love the idea of the invitation. Thank you!
Thanks, Penny. Yes! Let’s extend our invitation!
A great perspective, Cynthia. Platform as a gift and an invitation is a wonderful way to think about it. The most productive part of my platform is a Roman history website that I keep PG-13 or cleaner so teachers and students can use it.
I got the idea to do that from a discussion at this blog in late 2015 or early 2016 about what an unpublished author can do to attract a following before their first book. The suggestion to blog about your historical period turned into more than 100 books by historians on several small bookcases and many long articles on life in the Roman Empire.
I have to do the research to write (I’m obsessive about getting all the details right), and I love sharing what I’ve learned with others in a way that’s useful for them. But I never dreamed that would bring in people from literally all over the world for the history, and some of them decide to check out the Christian fiction being written by the history site author.
That website is a gift to anyone who loves Roman history, and the book covers in the sidebar are an invitation to explore why people were willing to live and sometimes die for their faith in Jesus.
Gift and invitation: what a spot-on way to describe how we can reach others with the message of hope we have to share.
Great to hear this, Carol!
A balm to my introverted soul.
Blessed that you were blessed!