The Importance of Building Your Platform
Last Friday, I spoke at the Music City Media Mixer, a luncheon sponsored by George Uribe and Ebie McFarland. I spoke on the topic of “The Importance of Building an Author Platform.” While my talk focused primarily on authors, the principles I shared apply to anyone trying to sell anything in today’s environment.
Building an author platform has never been more important. This is because of three realities author’s face today:
- More books are being published than ever before. More than 408,000 new books were published in the U.S. in 2007. That number grew 38% to 561,000 new titles in 2008.
- Meanwhile, retail shelf space remained relatively constant. The small growth in chain stores was offset by the number of independent booksellers going out of business.
- Worse, other forms of media compete for the public’s attention. Whether you are a clerk in a store or president of a corporation, you only have 24 hours in a day. Everyone, it seems, wants a piece of your attention.
So how do you break through the clutter and get your message out? I would suggest four ways:
- Write a truly remarkable book. I often get asked by bloggers how to increase their traffic. I usually reply, “Start by writing something that people want to read and will recommend to their friends.” This is true of books, too.
- Take responsibility for your own success. Publishers are not in business to make you famous. They have a lot on their plate, too. Most don’t have the resources to build your platform from scratch. They expect to get a head start when they sign you.
- Don’t rely on traditional, interruption-based marketing. You know the kind of talking about—where someone thinks that if they shout loudly or frequently enough, they can coerce you into buying their product. In our over-connected, media-rich world, this has never been less effective.
- Build a tribe of your own. Tribes are no longer about geography, ethnicity, or a common culture. According to Seth Godin in his landmark book, Tribes, they are about people with a shared passion. All they lack is leadership and a means of communication. This communication must occur on four levels:
- Tribe leader to tribe member;
- Tribe member to tribe leader;
- Tribe member to tribe member; and
- Tribe member to outsider.
If you build a tribe in the manner Seth suggests, you gain access to the most precious resource on the planet: other people’s attention. While this process is not easy, it is easier than ever before. With the right leadership and use of social media tools, virtually anyone can build a platform today.
Imagine what this could mean to you as an author. If you can bring to the table, not only great content, but an established platform, you will have agents and publishers lined up to sign you.
Posted on July 15, 2009
In: Publishing
MICHELE CUSHATT is a communicator and storyteller whose speaking experience includes Women of Faith, Focus on the Family, and Compassion International. As emcee and communication coach, Michele is in her sixth year on staff at 
BARRY HILL, JR. is a storyteller, blogger, speaker, barista, and is in his fifteenth year of full-time ministry to teens and their families. He lives in Northern Virginia with his wife, Rachel, and their six children—“the circus.” You can usually find Barry where fresh coffee and good ideas are brewing. To join in the conversation, drop by his blog, 
JOE LALONDE is a husband, explorer, challenger, and an adrenaline junkie. He has served as a youth leader for E3 Ministries for over 10 years. He is usually found wandering the woods, enjoying the company of his wife, or running the trails. Joe enjoys helping others expand their influence and leadership skills. You can connect with Joe at his 
RACHEL LANCE is originally from Alaska but now lives in a Chicago suburb with her husband and daughter. She works in technology and communications for the 
JIM MARTIN is the minister of Crestview Church of Christ in Waco, Texas, where he has served since 1994. He also leads a mentoring group, primarily composed of younger Christian leaders, and serves as a Mentoring Partner for 
TIM PETERS is the Co-Founder of 
JASON STAMBAUGH is a husband, father, former fat kid, accidental techie, and founder of 
JEREMY STATTON is an orthopedic surgeon in Louisville, KY. Although he enjoys writing, reading, and running, his first love is his wife and four kids. His family is currently in the process of adopting a son from China. He is also the author of 
JOHN TILLER is an inspirational speaker and writer. He travels with his family to churches, conferences, and other events sharing 
JUSTIN WISE is the social strategist for 
Pingback: Internet Marketing Email » Blog Archive » The Importance of Building Your Platform | Michael Hyatt
Pingback: So You Can’t Seem to Land an Agent—Now What?
Pingback: The importance of building an author platform « TrueNorth Publishing Services
Pingback: The value of building an author platform « TrueNorth Publishing Services
Pingback: Christian Bookstore Managers are Also Publishing Consultants « Christian Book Shop Talk
Pingback: Why Real Creativity Requires Significant Work, Part 2
Pingback: My Current Social Media Tools | Michael Hyatt
Pingback: CommDigest » Social Media Tools That Will Save You Time | Michael Hyatt