CHAPTER 54

NOVELISTS NEED PLATFORMS, TOO

BY JANE FRIEDMAN

The term author platform is a big buzz phrase in the publishing world: It typically means the way you establish yourself as a voice of authority about a subject. But don’t make the mistake of thinking that having a good promotional platform is just for nonfiction writers.

It’s true that nonfiction writers are different from novelists when it comes to pitching your work. Nonfiction writers almost always have to prove that they have authority/credentials, as well as a platform, that will help them market and promote the book effectively to a target audience. Nonfiction writers essentially put forth a business plan explaining the market need for the book. Novelists don’t do this at the outset; the decision usually comes down to the quality of the writing and the storytelling.

However, what separates successful writers from unsuccessful writers (no matter what the genre), is platform, or visibility to a readership. If a novelist is unable or unwilling to develop a platform for her writing career, she will find that her books don’t sell and the publishers lose interest fast. A novelist should never rely on the publisher to make his book sell.

Here are a few things that fiction writers need to consider in targeting their audience and developing a platform.

• How and where you write. How have you developed your fiction-writing chops? Through critique groups? Online workshops? Creative writing programs? Whatever writing community you participate in, that leads to a part of your platform. For example, if you are an expert critiquer in online workshop settings, and word spreads about you, then you’re building a platform. Think about your interactions with other writers and how you network. These can provide the seeds.

• Community/regional presence. Also think about your interactions within your community or region that may or may not be connected to writing. Can you establish programs relating to reading, writing, or the themes in your work? Most writers are passionate about something connected to words; are you involved in your community, or do you work for a greater cause and have visibility that way? Usually the passions in our lives come out in our writing, and vice versa.

• Special relationships. Maybe you were mentored or coached by a notable writer or someone in the community. Or you have connections with people in the media (whether family or friends or colleagues), or with other influencers and tastemakers. Who do you think will be willing to help you? And how can you offer something in return?

• Your work. What themes or topics are explored in your work? It’s likely you’ll return to the same themes or topics throughout your writing career. (For example, if you write about small-town life today, it’s likely you’ll still be writing about small-town life in a few years.) Becoming known as someone who explores certain themes or topics can make you interesting and visible to particular audiences. And that’s what platform-building is all about: knowing what audiences will be most interested in your work, always thinking about how you can be more visible to them, and reaching out to them in meaningful ways.

Keep in mind that some things that work for one author may not work for another. But it’s helpful to see what’s being done, to help spark new ideas and to better understand your own position and strengths.

  JANE FRIEDMAN is publisher and editorial director of the Writer’s Digest community. Read her publishing blog at blog.writersdigest.com/norules.