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.
My platform isn’t really great
(‘cept for those disco shoes!),
but hang on a sec, just wait,
for I come with Good News,
and I bring folks on up to Christ
one by one by one,
and my writing glory’s sacrificed
that I might serve the Son
in specific, not the mass,
to hold each trembling hand
that they will see their worst sins pass
to the One who’ll understand,
so thus, the limit of my reach
is set by what I’m set to preach.
It’s a bit overwhelming, isn’t it? At least to most of us. But here’s the thing … when I first got published in 2001 through Concordia, there was no social media, no email newsletters, hardly any websites, and definitely no podcasts. Just the publisher’s magazine and word of mouth.
These were the days of big print runs, too. Concordia had 10,000 of each picture book printed. They had accepted two books from me. They released a month before 9-11. The mail shut down and people were completely freaked out.
I did tea parties for little girls at churches, libraries, a girl scout troop, a Christian school, and any bookstore that would have me.
By the time the books went out of print a few years later, they had sold almost half of EACH BOOK. I was a brand new author, completely unknown. People STILL ask me if there will be any more Beatrice books. Dec. 2023 as woman aske me at a vendor event about them. “They were my favorite books as a little girl. I still have them and my daughter loves them, too! Will there be any more?” Goodness, this was 22 years after they first released! And this is not all that uncommon for me when I do local vendor events.
I’m wondering what the difference is. The picture books I indie published in 2017, 2018, and 2019, didn’t sell nearly as many as those first picture books. Maybe a couple hundred as opposed to the almost 10,000 copies of my first books.
Is it because there are so many more people indie publishing? Is it because 99% of the marketing falls on authors, who are not really trained/equipped to market anything? I’m truly curious. Since I’m an extroverted writer, I’m happy to get myself and my books out there. I try to learn all the things. But I feel like I’m a whisper in the middle of a hurricane. It’s kinda discouraging, especially since most traditional publishing houses don’t pay an advance anymore, let alone help with marketing.
Does this sound like a rant? I don’t mean it to be. I know things are different now. As I said, it’s discouraging and overwhelming, but I keep going! 🙂
These are really helpful reminders to keep in mind as I’m growing my platform. Thank you so much!
I wish deeply that the entire platform building journey didn’t take me back to high school and sitting on the outside looking in. Not quite an outcast, but never reaching the status of being invited to the popular kids’ lunch table. And I was content with that as a teenager. . . But as a writer, aspiring to be an Author, I am being prompted to get a seat at that table. And it’s so uncomfortable and awkward
Ayyy platform, my current weakness XD. I’m currently going strong with a little over two hundred after two years of officially launching my website, but I don’t want to get social media since I know it’ll only hurt my focus when it comes to writing. I’d like to have a thousand subscribers before pitching but that number seems so far away some days…