I get asked this question a lot at writers conferences, in webinars, and even in line at Dunkin’ Donuts (to be fair, I buy a lot of donuts). It was posed this way in an email from someone I’d met at a writers conference: “At what point is a platform attractive [to publishers]? 10K, 20K, 50K or more?” Simply speaking, writers want to know “What’s the number?”

To which I routinely (and sagely) reply, “It depends.”

You’re welcome. But seriously, there are too many variables to cite a number. For example, are we talking about a fiction or nonfiction project? Both will need a helpful platform, but the need for a helpful platform tends to be greater for the nonfiction author, as a rule.

Also, numbers are relative; 5k followers on Facebook is meh, but 5k email newsletter subscribers is pretty good (though it also depends on the publisher; the larger ones like numbers with at least four zeroes).

Reachability and connection are also more important than raw numbers. If you speak to thousands in a year, that’s better than lots of social-media followers, because your message can more assuredly reach those people, whereas you have no control over which and how many of your social-media followers see a post or reel. And, of course, when you’re not just “selling” but actually building relationships with people who need your message, that goes a long way, as long as you’re relatable, charming, and humble like me.

That doesn’t mean you should despair if your platform is still “in beta,” shall we say. But it does mean you should target your efforts so that in a book proposal you can show reach (using numbers) and growth (using numbers).

And, since everybody seems to want us industry wizards (hold on for a few seconds while my laughter subsides) to boil it down like Sergeant Joe Friday (from the Dragnet TV show? “Just the facts, ma’am?” Am I really the only one old enough to remember?): The things (other than old media like hosting a popular TV or radio show) that tend to impress acquisitions editors and marketing departments these days are email subscribers, regular and recurring podcast listeners, and audience members.

Finally, because so many people get intimidated and overwhelmed by the demands and options for building a platform: You don’t have to do everything. Pick three “platform planks” that you can be relatively good at and that will be fun for you to initiate, develop, and maintain. And keep at it, week by week, and month by month. Until Jesus returns.