Sunday, June 12, 2011

The Role of the Author in New Publishing

The two "big" things at BEA this year (well besides all the announcements about Amazon's move to publishing and the two big bombs of Larry Kirshbaum being brought in and Barry Eisler signing with their Thomas and Mercer line.) were

  • Discoverability
  • Author Platform

I'll talk more about the first in a future post but I wanted to talk a bit today about Author Platform. Let's start at the beginning..what actually is it? I did a quick Google search and found this.

The author platform is how you are currently reaching an audience of book-buying people, or how you plan to do so. It is your influence, your ability to sell to your market.

If you are self-publishing then the need to create and build a platform is obvious, after all you are a one man/woman business and you are responsible for everything from start to end. For those that are either pursuing or have a publisher don't think you're off the hook.

I hear the following all the time from writers:

  • I don't want to market my book...I want to write. I'm not good at sales and it makes me uncomfortable

  • Marketing is the responsibility of my publisher. That's why I didn't self-publish
Let’s dispel some myths. First off ALL authors, regardless of how they are published need to help get the word out about themselves and their writing. Publisher’s marketing plans are not about getting readers – it’s focused on wooing corporate buyers and acquisition librarians to get your books into brick and mortar venues. They work on getting your book “available” so it can be discovered. Yes, they’ll send out ARC’s and maybe setup signings, but once again that is more about working on “influencers” they aren’t equipped for selling one-on-one to individual consumers. (More on this in a future post).

For those pursuing a publisher, a platform is a huge bargaining chip. There are some agents that look at platform first, and others who won’t consider an author without one. When an intern at Ridan Publishing brought Nathan Lowell to my attention, I went out to podiobooks.com and saw he had an extensive platform of followers. As a businesswoman I was immediately interested. After I listened to the podcast of his Quarter Share there was no question I wanted to sign him.

Historically, publishing contracts are very weighted toward the publisher. I’ve been shocked by some of the clauses that friends of mine have signed. When confronted, they all say the same thing, “It was the best I could get, they held all the cards.” If you have a platform you have power that can be leveraged to swing the pendulum to a more author friendly partnership.

In today’s publishing environment, writing a good book is not enough. We live in a digital age and readers love, and expect, to connect with authors. This is a good thing. You want “stark raving fans” (More on this in another post). It is now a requirement of the profession and if you are not willing to participate then you’re chance of success will take a substantial hit. It’s like being a salesman that sells high priced products not being interested in playing golf or having drinks with clients. Can he sell without doing this? Probably? Is it expected that he’ll do these things? Yes. Will others that do wine and time the client sell better? On average they will.

I’ll talk more in future posts about how you go about building your platform but here are some teasers to get you started.
  • Everyone starts from a platform of none. It takes time to build, it won’t happen overnight so don’t be discouraged if you have none now.

  • Don’t think of building a platform as selling. Think of it as making connections and helping others. It’s about being a member of a community.

  • Successful platforms are built on reciprocality—Give and you shall receive. The more generous you are toward others, the more people will gravitate to you.

  • Platform building is like laundry. If you do it a little at the time you’ll be less likely to be overwhelmed.

That’s it for today. I need to get back to editing. But I’m trying to keep the posts frequent as it seems as though you guys are getting something out of them.

101 comments:

E.J. Wesley said...

Great words Robin! I particularly agree with the idea of starting slowly as to not be overwhelmed.

I started blogging a little over a year ago as an attempt to start a platform for whatever writing I might do in the future. I purposefully avoided Twitter at that point just to give me a chance to learn about blogging, outreach, etc.

I'm now on Twitter too, but I'm always glad that I waited because I don't think I could have kept up with learning both at the same time. There are fun little nuances to all that stuff.

What has been really cool is seeing how one kind of feeds, or supports, the other. I'm starting to understand how all of these things can layer together to give you a truly diverse means of reaching people.

I'm holding off on Facebook until I have a firm publication date! :-)

Stephen T. Harper said...

I love these very practical, nuts and bolts posts. Really helpful.

And again, on the money. My initial foray into publishing my own work has been a great learning experience. One thing that is very clear to me is the importance of exactly what you're talking about here. Creating a solid platform.

I think that JAK underestimates the importance of his blog in his success. Yes, he correctly argues that the writers who follow his blog don't account for even a small percentage of books he sells, but I don't think that's how it works.

Useful information that generates traffic (and good will) doesn't have to create sales to everybody who stops by. Look at what Derek Canyon has done in just a few months. He doesn't post everyday, but his blog is really informative while also staying very unique to him.

But blogging for authors is not as easy as people might think. I think it requires as much planning and forethought as outlining a novel.

I've considered everything I've done so far to be an experiment from the beginning. My blog is no exception. And frankly, the more I've learned, the more I realize how lousy my blog is. I'm putting a lot of thought into a relaunch (the beauty of experimenting is you can start over).

My day job is in corporate branding. One thing that always amazes me is how difficult it is to brand or market yourself, even when it's second nature to know what to do for others. That's always going to be a problem for self-pubbers. It's kind of like how you'll always need an editor because for what ever reason, you simply can't see all of your own mistakes.

I think any author starting a blog would be well served to think about creating a brand for it first - an easy to grasp concept that promises appealing/interesting content - and then consistently delivers on that promise.

"Write to publish" is a great example. We all know what to expect when we come here. But a good blog doesn't HAVE to be this useful either. Amanda Hocking's is a great example of a good author blog. She really lets you inside her life in short entertaining posts. Her blog was interesting before her sales took off. I bet it also had a lot to do with that success.

Author/bloggers really need to ask themselves "why would anyone read this?" And than ask, "why will they come back?" "How do I make this unique to me, and make sure it's always interesting?"

And thank God for re-launches.

Melissa Douthit said...

Thanks Robin! This is good advice. I'm directing the new indie authors I know to your site because it will definitely help them.

You are right, no matter if you are indie or trad, an author needs to establish their onw author platform and make an effort to connect with readers. What drives me crazy about that AW site is that so many of the posters on that site believe that agents and trad pubs will do this for them and thus solve their problem of getting noticed as an author. They won't. All they will do to new writers with no negotiating power is offer them a terrible contract that favors the publisher and offers the writers very little in return. Those people don't seem to understand that.

Kerry O Cerra said...

Well stated. We started building our Whatcha' Reading Now? platform just over a year ago and we're still growing it. It's been fun, but a lot of work.

Best advice in your coulmn...be generous! I have found this to be so true and we've built some great frienships this way. Don't be shy. Reach out to other writers and readers!

~Kerry O. Cerra
Whatchareadingnow.com

David Wisehart said...

Great advice.

I've always believed that author platforms should be built around helping others first.

The author-bloggers I read most are the ones who are the most generous with advice and information: JA Konrath, Kris Rusch, Dean Wesley Smith, Mike Stackpole, and of course yourself.

I started my own blog less than a year ago, interviewing other self-published authors to help them get discovered, and my blog currently gets over 1,000 pageviews per day.

I've rapidly built a pretty good platform for showcasing my own work, but it all started with helping others first.

David

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