When You Don’t Have a Platform
Previously, I suggested that some books sell well even when the author doesn’t have a platform. One of you asked me to explore that a bit more, so let’s do so today.
Virtually all books that sell well do so because there is an attraction to the book buyer. That attraction is the “hook.” Authors with large platforms from which to promote their books have a head start on the concept of a hook. Book buyers will hear these authors promote their books via the platform—whether that platform is on radio, TV, the internet (blogs, websites, Twitter, Facebook, etc), or in personal appearances.
Some authors have gained a solid reputation, so their platform, while still important, becomes less important as a hook. When an author like Max Lucado, Karen Kingsbury, Ted Dekker, or Jan Karon comes out with a new book, the audience is waiting for it. Their very name has become the hook…or the attraction to the book buyer.
But what about those of us without a platform? What are we to do? Knowing we still need the hook by which to attract the attention of readers, we must look somewhere other than our own “fame” by which to attract that attention. One logical answer, then, is to write about topics that have their own hooks inherent in the subject matter. At Harvest House we’ve published several hugely successful books by authors with little or no formal platform. The success of their books was due to the topic on which they wrote.
I’m not going to give examples from the authors I work with, instead I’m going to point you to our website and see if you spot those books that have succeeded in spite of being written by an author you’re never heard of. The clue, as I’ve already indicated, is that many times a certain topic can be its own hook.
Let me use my own experience to demonstrate my point. I do not have a large platform yet. But my two bestselling books are 365 WWJD: Daily Answers to “What Would Jesus Do?” (more than 75,000 sold) and Promises to Keep: Daily Devotions for Men Seeking Integrity (more than 50,000 sold).
The first example was a devotional based on those WWJD bracelets that were all the rage several years ago. The second example came out at the peak of the Promise Keepers movement and included readings by several of the PK leadership, along with other prominent Christian men.
Another book I did (with my friend Steve Miller) was The Best-Ever Christian Baby Name Book. That, like the two previous examples, is its own hook. It doesn’t require ME to have a hook. So the task for non-fiction writers without a platform is to find a hook in your topic. Preferably one you care deeply about and that will strike a chord with large numbers of readers.
It’s even easier for fiction writers to succeed without a platform. Just write a really fine novel in a genre that’s popular. Or write a compelling novel that’s “out of the box” and yet will resonate with large numbers of people. As for the former, consider the Amish fiction craze. More than one author who had failed to succeed as a fiction writer in another genre eventually found success by turning to Amish fiction. As for the latter, think about The Shack for a moment. Did people buy that book because they were William Young fans? No, it was the theme that sold the book. That theme resonated with readers and the word of mouth publicity put it over the top.
The bottom line is that to establish yourself, you may need to start somewhere other than where you are now. You may have to write the book that has its own hook now and wait until you’re better known to write the book that’s your personal passion. That’s what happened to me. The success of my first two books gave me the opportunity to do the books that were more personal to me. (As you can see, all my books mentioned are on the right side of this page).
I want you to just stop, think, and *pray about all this. Perhaps your best option is to rely on building your platform and then write your book(s). But on the other hand, you might just come up with a dandy idea for a book you can write that will help establish you as a published and successful writer, even without a platform.
* I hope by now I don’t need to restate the obvious: because we are called of God to write, ALL our efforts must be directed by prayer, even as we move slowly ahead in that calling, following God’s lead.
Excellent topic. My question: Can I decide how much of and what kind of platform I am willing to have? I am happy to sell books at speaking events and conferences. I have connections with book rack sellers. I just started a Facebook Group on the topic. However, I am not interested in developing a blogging network or doing webinars, at least on the front end, meaning I won’t offer those things in my proposal. Thoughts from a publisher’s viewpoint?
Rebecca, a publisher is interested in hearing HOW you will help promote the book. If there are “platform” ideas that you don’t want to do, then I wouldn’t mention them at all in the proposal. But you will have to convince them that the ideas you ARE presenting will result in sales. Or, as my blog suggests, you may need to start by writing on a topic that is its own “hook,” with no platform necessary.
Terrific post, Nick, and I’m sure this will be helpful to many. I’ve often reflected on how amazing it is that a person who loves to read fiction and immerses himself/herself in quality books and studies the craft doesn’t necessarily need an advanced degree in anything to enjoy success at writing fiction. Despite the hurdles and the high standards of the industry, writers who learn how to produce compelling tales will always be welcomed by audiences. Of course, there is that learning curve in crafting intriguing stories of any length. Blessings to you!
Thanks! Those were good ideas, tapping into the Promise Keepers and the WWJD deals. I tried one time to think of a book that would play off The Purpose Driven Life, but I came up with nothing. But I can see where tapping into a movement would be a great way to go.
Interesting post, for sure, Nick.
I wonder, though, if The Shack is actually a good example of what you’re saying. In the copy I read, at least, there was an afterword (they had a better name for it–used the fictitious murdered little girl in the title) with something like 10 or 12 action points — things readers could do to promote the book. It was fascinating. Besides the popular blog one of those involved in Windblown Media had, those suggestions to readers right after they finished the book seemed to me to be the thing that pushed the book early. Then the controversy took over.
When I read those suggested items, I thought they were a stroke of promotional genius. I mentioned this to someone else and they thought it was tacky.
Your thoughts?
Becky
Rebecca, I’m probably the last person on the planet that’s not read “The Shack.” I do, however, own a copy. I’ll look at the suggestions tonight. I still think the book had to have something in the way of a “hook” going for it or else readers would not have followed through on those 10-12 action points.
Sally, it’s harder to play off a book that’s already out there. The Promise Keepers and WWJD books were responses to a movement in the Christian community. That’s easier than trying to hook into a book. In fact, editors often see such attempts at replicating the success of an existing book. The problem is that for most publishers, it takes anywhere from nine to eighteen months to get a book out there. By then, many readers have already moved on.
Nick,
I am learning from my Blogging experience that having a title with a strong hook (or at least promoting it with a poignant tagline) relates to about 90% of the success in getting folks to read the first paragraph. From then, your writing must carry the day in order to get a subscriber (or in similar fashion, a loyal reader of your books). So I agree with you wholeheartedly.
However; I would caution authors from thinking they shouldn’t bother building their platform (and I know you’re not saying that). As you said, it takes 9 to 18 months to get a book published. That’s a lot of time that could be used building platform through web, social media, speaking and other strategies. Many of these strategies work for even the super bashful.
Both of the examples you gave:
365 WWJD: Daily Answers to “What Would Jesus Do?” (more than 75,000 sold) and Promises to Keep: Daily Devotions for Men Seeking Integrity (more than 50,000 sold).
…could have been a blast to build a turbocharged social media campaign to tap into the WWJD and Promise Keepers craze that was going on at the time (had social media been an option then). Could we have added a “zero” at the end of those numbers? Probably not, but in conjunction with the successful strategies which were obviously already were in place, I think the boost could have been significant.
Nick,
If authors do not have a platform, then they need to be establishing a platform in the subject area where they want to write. Social media is a great tool for such things–if they use it properly. For example, over 15 years ago I wrote a diet book called First Place that has sold over 100,000 copies. About seven months ago I established this twitter feed: http://twitter.com/dietproductguru I have over 3,700 followers and I have automated the content to have great articles about diet products. In that sense I’m branded or a diet expert. Any of your readers can do the same thing using the right inexpensive tools. I have much more detail in my handout on social media at: http://terrylinks.com/social I hope it helps you and your readers. Terry
Another great blog post. Thanks Nick for thoughts to ponder while considering the topic, theme, and title of a book project. You keep the wheels in my mind turning.
Thanks for the practical post, Nick. And thanks most of all for reminding us to pray about all of this. There is so much talk, talk, talk about being a social media maestro these days. About building a platform. About honing craft.
But undergirding all the “To Dos” with prayer–that helps me cease striving and remember that God is sovereign over all things, including my writing career.
Really helpful post and its title demonstrates what you’re saying about a hook. Like many writers, I struggle with building a platform, so your title made me click on the post instead of pressing delete.
The one book that jumps out most to me is “2012, The Bible, and The End of The World.” As for “The Shack”, you’re on point, Nick. The tipping point was the topic. Young answered the questions we all ask. What is God like? Where is God when I hurt? If he loves me, why did this happen? His answers inflamed some, infuriated others, and comforted many more. And in advertising, it doesn’t matter of you like a commercial as long as you remember the product.
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