By Wendy Lawton
Okay, confession time: Here at Books & Such I’m known as the platform denier. The skeptic. Card-carrying member of the Book Marketing Flat Earth Society. Yes, I know that an author’s platform can be a powerful thing, but just because it has worked for some (Duck Dynasty, Joanna Gaines, for instance) doesn’t mean it will work for all. And it cannot be quantified as some publishers are wont to do.
Take this recent article from Fox News. Beauty vloggers are known to be style-setters and mega product movers. This angry young Instagram sensation blamed her viewers for the fact that she was not able to sell the requisite 36 t-shirts to her 2.6 million subscribers. She couldn’t get .000014% of her loyal audience to fork over a few bucks! Yet she has a platform that would make most publishers drool.
I’m constantly pondering the question, do those who follow an author on social media buy books? I’m thinking that some do and some don’t. If most of your followers are in the publishing industry or fellow authors, they are not likely to buy your books. If your followers are there because you post wonderful memes, chances are they prefer collecting great one-liners instead of great books. If your persona on social media is all about crafting, and you publish a novel, you’ll have an uphill climb to convert them to book buyers. If you give all your content away for free on social media, why would anyone pay for it?
What makes a valuable platform?
- A life well-lived, shared transparently on social media. Followers tend to be strongly invested in those who do this well. A great example of this is The Frey Life. They are a young You Tube couple. The husband is a pastor and the wife battles Cystic Fibrosis. They started their blog to raise awareness for this disease, but it has morphed into so much more. They don’t talk about their faith to their 260,000 subscribers, they just live it. Check out the engagement in the comments. Their “merch” sales (merchandise) are staggering. (And yes, I’m hoping to get a book from them.)
- A well-crafted brand that extends seamlessly to your books. Take someone like Pioneer Woman. Her books and her brand are perfectly aligned, and her books add to what she shares on television and social media instead of duplicating.
- Meeting a felt need in social media and continuing to meet that need in a book that extends that help–not just rehashes what you’ve already shared on social media.
- A vigorous speaking platform, especially when you collect attendees’ names and email addresses and add them to your database for newsletters and e-blasts. Those are the people who gave up time and traveled to hear what you have to say. They may have even paid for the opportunity.
- We could go on and on, but can you see it’s not the gross number of Twitter followers you have?
How does one demonstrate engagement?
- Significant engagement through comments. When your social media is a conversation, your subscribers are more likely to buy in.
- The names or email addresses you are able to collect for your personal database. When a follower gives you his name and/or address, it demonstrates serious engagement. And you can contact those followers each time a new book launches or if you are going to be speaking or doing a book signing in their area.
- If you have a Patreon community (where your avid followers pay anywhere from $2 – $50 per month for extra content and even a call with you) that helps to quantify committed influencers.
- If your social media site sells a serious amount of “merch,” that’s a great indication of how willing followers are to fork out money for content. Check out Zak George Dog Training Revolution on You Tube, to see someone using sponsorships, Patreon and “merch” to the max.
There are many with more significant platforms, but you can see that they are not easy to access with raw numbers. One almost needs to be a member of the community to observe how viable a platform really is.
And then there are those with no name recognition, no platform at all when they started, like Ann Voskamp or Sarah Young, author of Jesus Calling. So when editors shy away from someone because of a modest platform or get starry-eyed because of amazing numbers, I can’t help but roll my eyes.
How about you. Do you have any thoughts about the importance of platform? Or the fact that I may be the only Platform Denier in the industry?
What Are Lit Agents Looking for Anyway?
I thought to build a platform high
from which great things would come,
but I only came to touch the sky
borne by those I walked among.
I have been felled deep in my prime,
and from here there’s no returning,
but sharing cancer is a paradigm
that breeds a simple yearning.
I gave my tribe a chance to care,
and to show Christ’s true compassion.
What I thought would make me millionaire
became a Christian call to action.
It’s thus a humble victory
that on my platform, they carry me.
I love that, Andrew. Thanks for always sharing your heart.
Thank YOU, Susan!
Thank you for these affirming words, Wendy. I, too, am a doubter. I get weekly updates on our church’s Facebook pages and see no connection between engagement statistics and transformed lives. Clicks to “Like” or “Share” do not equal repentance or commitment. God looks on our hearts and actions, not our clicks and comments.
Thanks, Wendy! One of the most outstanding explanations I’ve ever read about how a platform can fit into a writer’s career. It’s not about us but the value we give to others that brand and raise our name recognition.
I agree, DiAnn, I’m at the first grade level of learning this, but I am learning.
Platform sounds like being the popular kid in class or always the first picked for the neighborhood pick up game. I understand the importance when there are thousands of writers seeking publication.
Maybe platform is something you naturally have, not something forced for the sake of platform.
As readers we are attracted to certain authors because they speak our language, they offer a felt-need or simply are entertaining.
I actually buy a lot of books to support my fellow writers and I love to give books as gifts. But it’s books I would read or find interesting. If a friend recommends a book to me that’s better than any platform.
I think platform small or large has to be genuine. It’s a relationship that says even if you don’t buy my book I care about you. Whether I’m on the New York Times Bestseller list or working on my 2nd book I care about you.
Wendy, platform is a fascinating, frustrating thing. I hadn’t heard about Arii before checking out the link in this post. It makes me wonder how she got so many followers (not being a “hater” here, just curious).
Most of us know platform is about more than your numbers. I once heard a publicist espouse the necessity of engagement on your social media platforms, and that publishers are looking more for that than they are stellar numbers. That gives comfort to this relative unknown in the social media universe.
I appreciate how you shared what recipes for platforms seem to be more successful. In a world shaped by social media, it makes sense that authors need to engage online because, like it or not, most readers can be found somewhere out there. But to focus solely on the numbers sounds like a short-sighted attempt for selling.
Thanks for this post, Wendy. Platform can be so rewarding and yet so frustrating, especially when you work and work and just don’t see the big numbers publishers are looking for. I’ve tried hard to just be “me” and focus more on my message and my people than the numbers, but I also realize I need to have some sort of strategy so I don’t go bonkers. Great tips. ?
I can’t help but wonder how so many wonderful and successful authors managed before social media. How would Edgar Allen Poe or Emily Dickinson survive today? Those poor souls – spending so much time just writing their books when they could have been on twitter!
Yeah, I’m not a “platform” fan. I’m not an “interactive” person. I loathe most social engagement. And I have the most unfortunate habit of having opinions I’m not afraid to share just because they might not be popular.
Until I see solid proof that spending all that time and effort on social media has a significant positive effect on book sales, I’ve got other things to do. Like writing my stories…
Thank you, dear Wendy, for this powerful take-away: “Meeting a felt need in social media and continuing to meet that need in a book that extends that help–not just rehashes what you’ve already shared on social media.”
Yes. This makes sense.
Blessings ~ Wendy Mac
I agree, Wendy. Though my numbers aren’t stellar, the people I interact with are fiercely loyal. One time (only one time, which is amazing in itself) a person posted a comment clearly meant to hurt me. I received a PM from a FB friend, saying she wanted to put him in his place. Of course, I said she shouldn’t. But I know who I am—a foodie, wine lover, hiker, garden and cat fanatic—and so do my FB friends. They send me cards and gifts, and I am deeply grateful. I don’t release my phone number. And due to our genuine relationship, whenever a book to which I’ve contributed is available, they purchase cases and cases of them from me. I think it comes down to being invested in your FB friends, and genuine in your responses. But like you, I believe there are no promises. Thank you for writing this blog. It says what I’ve suspected all along. <3
Heidi, your heart touches people and so brings a hunger in them to connect with you. You’re down-to-earth, real, and you make connection easy. I’m glad we met and look forward to the next time we get to share time.
I have always struggled with the idea of platform, mainly because, until I myself was pursuing a career in publishing, I never once looked up an author’s social media or website or signed up for a newsletter. Never. Often I never even paid attention to an author’s name, unless I really liked a book and wanted to look for more titles from them. I never cared about what they were doing on Facebook, I only cared about the book. Did it look interesting? If so, I would read it. I wonder how many other readers out there follow the same approach?
Katie Powner, this is also how I’ve found novels, by the genre and looking on the back cover copy. I also didn’t pay a lot of attention to authors names. Once I began to write, I was quite surprised by the importance that publishers place on social media. I usually have to remind myself to look up author’s social media interactions. I’m active on FB and use other social media now and look at these reaches as a way to encourage and bless others. That said, it is not the curse I first thought it would be. Still, social media does talk a lot of time.
I appreciate what you shared here, Wendy. I knew we had more in common than our love for Lauraine Snelling! ; )
Writing is such a personal thing and marketing scares the begeezers out of me! But recenly, I finially figured out what makes my writing unique and what I have to offer my readers. Interestingly enough, after that happened, many things changed including my theme, voice, and engagement with others on social media. The result? My website readership blew up and a publisher asked for a proposal for my unfinished manuscript! And…I didn’t jump at it! I now know to wait until I’m finished the manuscript and then seek what’s best.
I think changing my direction and focus brought the change in how I write and who reads it. All that to say, I am in total agreement with you. Platform is still a misconstrued word and I’m thankful for your explanation today. Glad to know I’m on the right track.
I’m trying. I’m really trying. It’s hard. I get great engagement. My brand is burned in . . . so much so that people I do not know personally are now messaging me DAILY for prayer. But but the books? Shoot, even my family (except one loyal cousin) and closest friends expect me to hand them over free. You guys see me active daily on many social media sites. I really don’t know what more to do.
Thank you, friend. I’m really looking forward to knowing you better. Maybe (I hope!) at Summer Conference. I’m so happy for the God-given insights you’ve gained in your writing.
I think what you mentioned about blogs that are successful is so right on and that so few attain to it that I am in your court about platform. An author needs something, but most of us will never attain to social platform guru status. A well-written book is a better seller to readers than a platform. And, according to a recent article I read, word of mouth trumps social media status for selling books. It trumps everything. Also, I wonder about lists. Yeah. Those. Here’s my own snarky. I hate newsletters. I hate being asked to sign up for a thousand of them each week. When I’m forced to (to get something I want, even to read an article that sounds interesting), I ignore their posts until I finally unsubscribe. I’m a great unsubscriber unlike a lot of my friends who just let the posts to their emails build and build. Anyway…real stats on newsletters is hard to find. And it’s popular today, so until the next new thing comes along…
I enjoyed reading this, thank you so much!
I’ve worked as a marketing executive for several real estate companies and learned so much about connecting with people. They call it farming and creating leads. Later on as a social media stratagist for the same companies, I used my writing to place myself into the readers shoes. What were they looking for or what information would benefit them. Together with what I’ve learned in both fields, I’ve discovered there’s no real strategy other than becoming a valued resource that can be trusted.
The last couple of years, I’ve taken this knowledge and created several workshops to help struggling writers learn how to connect with potential readers/buyers. It’s not easy, and it’s a lot of work but if you do it with the right motive, networking can be extremely rewarding.
Great post!
Thank you. Thank you. Thank you. I have nothing to add beyond the observation that many with a huge platform got a “little” help from television, thereby acquiring a kazillion fans before launching into authorship–with an associated promotional budget that far exceeds my household annual income. Each writer must prayerfully decide what to do with the realities of this business. We have chosen a difficult profession. IMHO there are no easy answers. But I truly appreciate your courageous words.
It’s refreshing to me to read this from an industry professional. From everything I’ve read, I’ve often thought that publishers seem to want Ann Voskamp or Pioneer Woman-type followings before they’ll even consider a proposal. That just doesn’t work for everybody. Plus, just as a reader, I rarely sign up for newsletters or follow authors’ Facebook pages. I like too many authors to do that – I’d never get anything else done. So I know people can sell books to readers without having attracted them via social media.
Yet as an author-to-be writing my first book, sometimes the platform requirements scare me. All I know to do is keep plugging away and keep engaging the people who do visit my sites.
I subscribe to quite a few blogs and they all encourage writers to build that platform. It’s a challenge when you’ don’t have “merch” to sell, so you have to get creative. I’m glad you mentioned transparency. Even if we think our life is boring, someone else might be intrigued with it.
Thank you, Wendy, for sharing your views on platform. (I doubt you’re the only Platform Denier in the industry ~ but even if you are, we love you for it! So refreshing.)
I’m struck by the common sense of it. In TRW we often make friends around shared activity (gardening, quilting, book club) or status such as neighbors or parents of sixth-graders at a specific school. While social media extends the reach, we cannot establish a platform in every location. Your “snarky commentary” gives a realistic nudge to develop connections online as we would in TRW, with authenticity, generosity, and an eye toward felt needs. As a beach-walker said when questioned why she tossed stranded starfish back into the ocean: I can’t save them all, but I can help this one.
There are some up and coming voices clamoring that 60% of one’s time should be spent on platform (the remainder on the writing). How do we then create something truly worthy of being read? Jerry Jenkins recommends a still significant 10%-platform 90%-writing effort. And others claim, with some justification, that promotion should accompany creation (probably more applicable to nonfiction, one hopes, at least for a first-time novelist). Thank you for your post, Wendy. I shall now exhale.
I don’t take a risk on a new author because of platform … what does happen, is if several different people other than the author mention her books and say they love them, then I might pay attention and try the book. Word of mouth from a non-author source is what might push me over the edge.
“A life well-lived, shared transparently on social media.”
This is pure gold! I’ve been turning this over in my mind since I first read it, and it brings me such peace to know that “a life well-lived” is really the foundation for a valuable platform. It’s so easy for me to stress about social media, and I’ve found myself sometimes throwing stuff up (an unfortunate term, but sometimes true!) just for the sake of having something out there. Now I’m reminded that when I live my life well and mindfully, sharing encouragement will come from the overflow, not from the dregs of an empty cup! Thanks so much for this, Wendy!
Thank you Wendy, for such a well researched and thoughtful article. As I have said many times in presentations, a list of 2,000 dedicated fans is infinitely better than a list of 10,000 disinterested “followers”.