What's an Author's Platform? Read on...
You've Gotta Have a Gimmick
by Nina L. Diamond
The Truth About Author Platforms
republished from The Independent Publisher
It’s a phrase we’ve all heard a million times. But it’s also a show-stopping tune from the Broadway musical (and later, the movie), Gypsy, in which a bunch of strippers teach the young Gypsy Rose Lee that it’s not enough to take your clothes off…that’s right, you’ve gotta have a gimmick!
Well, I don’t know about that.
Ask any red-blooded, heterosexual male if he’d ever refuse to watch a woman take her clothes off because she didn’t have a gimmick.
Unfortunately, publishing has become the new strip show.
Credentials aren’t enough. Talent isn’t enough. Now you need a platform…you’ve gotta have a gimmick. That’s the bad news. The good news is that very few books need the platform of celebrity, or even fame within a certain market, to get published.
WHAT’S A PLATFORM? Your platform is your network, your accomplishments, your place in the world, your degree of notoriety among the general public or a specific market, your previous media and/or target market exposure…all of which become your publicity and sales angle that a publisher expects you to have so you can promote your book and reach out to your target readers with little help from the publisher.
Ironically, those authors with the best platforms – big celebrities – get the most promotion from their publishers, even though those celebrity authors really need the least help from their publishers.
It didn’t use to be this way. Platform as the determining factor in getting published is a recent phenomenon that grew in the ‘90s and is now firmly in place. Publishers make exceptions to the platform rule all the time, if they want to. And this ridiculous focus on platform begs the question: How many great books go unpublished for lack of a platform?
When you read a great book review or recommendation, it’s not filled with praise for the writer’s platform. It’s all about how wonderful the book is. The same goes for when someone recommends a book to you. Only the publisher’s marketing department cares about a writer’s platform. Readers, reviewers, and believe it or not, even the media, don’t give a rat’s ass about platform.
SO, WHAT DOES THE MEDIA CARE ABOUT? The media has been taught to care – by the publishers – about only one thing: what the publishers care about, what the publishers are putting their money and time into, and that’s their lead titles. Especially the major publishers’ lead titles. The media automatically covers them, even if the book is by a first-time novelist or a non-fiction author with a limited platform or no platform.
Anything less gets less media attention. Often little, if any. That’s because it’s about power. The big companies have it. The smaller companies don’t. The majors get the lion’s share of the media attention. The independents don’t. The lead titles have more power than the midlist titles. The lead titles will get more publicity, so the midlist author must draw upon the power of his or her platform to get attention, to spread the word to potential readers. That’s why platform is even more important to the midlist author than the lead title author.
When your book is a lead title, your platform automatically expands. When a publisher invests so much money and time in promoting your lead title book, from costly publicity to expensive marketing strategies, such as advertising and in-store displays, the publisher is also, in effect, now creating an expanded platform for you after you’ve already been published. That platform is: “Here’s the author we’re promoting a lot, the one we’re making a star!” Even if you had little or no platform before, now you have the platform of “famous author,” sometimes literally overnight. It’s also about money: the major publishers have the big bucks to devote to promoting that select group of books they call their lead titles. The independents have fewer financial resources to do that.
HOW DOES ALL OF THIS WORK FOR AUTHORS WHO ARE WITH INDEPENDENT PUBLISHERS? Because independent publishers get less attention for their books, even lead titles, than the major publishers, platform can be even more important when you’re pitching your book to an independent publisher. Your ability to promote your book, use your ties to a certain segment of the reading market in order to help generate publicity and sales, and network via your platform, becomes even more valuable to the publisher, who will always be working with less power and a smaller marketing and publicity budget than the major publishers have.
WHAT KIND OF PLATFORM DO I NEED? That all depends upon what kind of book you want to write. It also depends on what your career goals are.
To sell your book to a publisher, you don’t need the platform of a Hollywood celebrity, newsmaker, famous self-help author, business tycoon, political pundit, or Pulitzer Prize-winning journalist or novelist, unless you want to be one of those.
Just because famous people are offered book contracts doesn’t mean you have to be famous to get a book published. Go to the bookstore, go on Amazon.com, and see for yourself that most books are not authored by celebrities or famous newsmakers, they’re authored by somebody who had a good idea for a book, the ability to research and write it (or the help of a ghostwriter), and enough of a platform or gimmick to help the publisher market and promote the book.