The art of writing is the art of discovering what you believe.”
Gustave Flaubert, Novelist
Often when authors hear they “have” to build a platform, they enter panic mode. There are a plethora of ideas as to what platform means. Does it mean building followers on social media? Should authors begin marketing their work, even if the book has yet to be written? Does it mean reshaping their website? Must they have a website?
Many writers quip that their “book will speak for itself.” However, books cannot speak. But authors can. And it’s the author who needs to rally for his or her writing and work.
While it is true (speaking as a reader) that we are drawn to catchy titles, book covers, and recommendations from friends to read a specific book, we become loyal readers because of the author. Whether the book comes first or the author’s interview we happen to catch on television, we are drawn to other humans. We are drawn to or repelled by certain personalities.
What if the book is not yet written? Or is not due to be published for another 18 months? How will you get readers interested in what you have to say?
The uncertainty as to what an author should do is overwhelming. There are a lot of questions and no easy answers. After all, most writers have day jobs, families, and responsibilities, which leave them little time to write. Adding in building a platform and all that marketing is merely stoking fuel in a stewing pot.
How important is author brand? And is it as difficult and time-consuming as it sounds? Where should an author begin?
What is platform for an author?
First, let’s clarify platform for an author. The word “platform” is well known among writers, agents, and the publishing industry. It is not, however, a word readers understand or care about.
Platform is your brand. It is your identity, who you are, and what you represent, such as your books. Therefore, your author brand (platform) is what will ultimately draw in your audience, which includes your readers, agents, and publishers.
Your author brand should take shape before your book is published. This is where you begin building a loyal audience of people who see themselves in you because they relate to you.
Brand is also separate from your marketing. Brand has nothing to do with social media or your newsletter. It also is separate from your books. Marketing strategy, your books, your articles, represent your brand. They are a result of your brand. And they can change. You might write several books, but they are not your brand.
You are your own brand. It is who you are.
You are your own brand. It is who you are.
Your brand is your emotional connection
To build a loyal audience, you must connect with them emotionally. People buy based on emotion.
Your values and principles are who you are, which is what your personal author brand is built upon. Values inspire your passion for your work, such as why you write, and why you write about a particular subject or theme.
People who share your values and outlook on life will sense your authenticity and admire who you are.
If you are a nonfiction writer or memoirist, this will especially be essential to your readers. You are answering why people should care about your book. Who are you? What authority do you have to write on a particular topic? Do you offer your readers solutions to their problems?
They must connect with you first before they will be inclined to buy your book.
Agents and especially publishers will be keen to know how well your topic will sell. If your platform or brand is strong, you have an authoritative presence among your intended audience, and people like you, publishers are more apt to perk up and pay attention.
Standing out from the crowd with your brand
As writers, we are keenly aware that competition is fierce among authors and getting our titles on the shelves or sold on Amazon. Readers have an overabundance of options from which to choose. And frankly, no one is writing any new topics. Old topics are simply spun differently.
How do you, as an author, stand out from the crowd with your book, after five years of grueling rewrites and research?
Your author brand. If you spend as much time building your reputation and making yourself stand out from your competitors as you do on your writing, you will have an edge.
Whether you publish the traditional route or you choose to self-publish, your unique identity will help separate you from others vying for the same shelf space.
How to begin building your author brand
The process of shaping your author brand can be grueling, especially because it is a challenge to pull ourselves away from ourselves and see what others see.
You begin with your values and who you are. Why do you write? From where has your passion stemmed?
What are the needs of your particular audience? Why do you write for them? What problems are you able to solve?
Why are you the right person to write about your subject? What are your skills, background, and experience? Why should your readers trust you?
As you discover in depth who you are and why you are the authority on your subject, you begin to flesh out your author brand story. Your brand story is what will then guide you in your marketing strategy.
But notice, your author brand story comes first. Without it, everything else is a waste of time. With it, you save time. And it will come in handy when you shape your book proposals, participate in future interviews, and as mentioned, help with your marketing strategy. You simplify what is otherwise complicated with your author brand story laid out.
Whether you have a book(s) on the shelves, or are penning your first, your author brand story will be the most vital story you present to your audience and to the world.
Note: If you want to learn more about building your author brand and are ready to begin, fill out the contact form for a free, 30-minute consultation.
You begin with your values and who you are. Why do you write? From where has your passion stemmed?
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