The Author or Writer Platform: What It Is and How To Create One for Published or Unpublished Writers and Authors

In today’s highly competitive writing and publishing world, one requirement often misunderstood by both published and unpublished authors and writers is that of the author or writer platform. Agents almost require that writers and authors have one. Publishers and editors ask about it and how it can fit into an overall marketing plan. Readers, even, are beginning to look for them in their quest to find more writing and books by authors they like. So what, exactly, is an author or writer platform?

Simply put, an author or writer platform is who you are and what you're known for; it is your writing and publishing resume. However, it is also much more. If you have expert credentials, or you speak around the country on a topic, or you're known by the media as a source of information on a specific issue, this is also part of your platform. If you have published any work, be it a magazine article, a book, or even a blog, those all go into your platform. An author or writer platform is simply your public face to the world.

There are two basic sides to understanding the notion of the author or writer platform. First, who you are in relation to your topic. If you're a recognized expert at your topic, you've got a good platform. For example, if Steve Jobs wanted to do a book on How To Create a Revolutionary Company, publishers would be interested because every CEO and company executive recognizes Job's ability to turn around Apple Computers. His expertise with the topic is evident. But that's not the only thing needed -- there are plenty of people who have turned failing companies around.

The second part of understanding a platform is who you are in relation to your readers. Steve Jobs doesn't just know his material, he is known by his potential readership. Most people recognize the name from his interviews, his letters to stockholders and his appearances in the media, especially every year at Apple World. He is an expert, but he's also known by potential book-buyers as an expert. Both aspects are important for an author or writer to capture the attention of a publisher, editor, or agent.

These are the things that agents, editors, and publishers also look for. It used to be that one could sell a great manuscript based solely on the idea or plot, matched of course by great writing. That doesn't happen much any more. Even when showing a dynamite idea, or witty and intelligent writing, the publisher or editor is bound to ask, "What's the author's platform?" If the author doesn't have a platform, it's going to be very tough to land the deal. The author's or writer’s platform is the key to getting media attention, getting the book reviewed and talked about, and getting buzz going.

Another thing to consider (and something I believe many newer authors don't grasp) is the notion of “economies of scale.” As an author or writer, you might think it's great that you can show up at your local bookstore and sell a dozen copies. But a publisher, even a smaller publisher, isn't all that impressed with your ability to sell a dozen copies, or even several dozen. They need to leverage your platform to move thousands of copies -- so mentioning that you're going to advertise your book on your blog doesn't mean much unless that blog is read by thousands of people.

But that does not mean you should not include your blog or local newspaper column as part of your platform. In fact, articles are often the single most overlooked marketing opportunity for most authors and writers. Your local newspaper column counts. Speaking to groups counts. Even your blog counts. Everything you do to market yourself, your writing, and your book goes to make up your platform. It is for this reason that you can see why publishers and editors prefer a bigger platform; it provides them with the most amount of leverage for marketing your book(s) or writing. If you’re not there yet, don’t worry. Focus on what you are doing to build your author and writing platform, so that when you are ready publishers and editors will snap up your writing or manuscript.

So where does one get started in creating and developing their author or writers platform? Well, here are a couple of tips:

• Create a great website, keep it up to date, and include your speaking events, reviews, endorsements, video clips, and everything else that will boost interest. (Get a professional to work with you on your site -- it will pay off in the long run.)
• Create your own media kit that includes a one-page press release, a photo, a DVD with your media clips, a couple of articles on your topic, and a sheet that has questions & answers that can be used by interviewers.
• Get endorsements from experts in the field and recognizable names.
• Write articles and create podcasts and videos that can be posted online and help you get your message out.
• Speak frequently on your topic, and keep a list of places you're speaking, who the audience is, and how many people attended.
• Tie your topic to breaking news, since the media are most interested in how your message relates to something happening right now.
• Learn to use the tools on Amazon, which is an amazingly helpful website for assisting authors with the promotion of their books.
• Consider working with a marketing professional who can help polish your presentation and introduce you to media contacts. It can be expensive, but it can also help move you into areas you don't know how to reach on your own.
• Build your relationship with your publisher by being helpful and friendly and hard-working, and by getting to know the marketing and sales staff.
• Don't ignore bookstores. I know authors who refuse to walk by a bookstore without going in, shaking hands, and thanking the owner or manager for helping them succeed in their writing careers. We all tend to recommend people we know and like, so if a bunch of bookstore managers know and like you, they're apt to suggest your book to potential readers.

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