This article is part of a 2-part series on author platform. What is an author platform? Why is it so important? And how do you create one?
In Author Platform – Part 1 I explained that most authors make the mistake of focusing too much on their book when trying to get a book deal. You also have to sell “you.” I revealed the two different parts of an author platform: 1) Credibility, and 2) “Sales” Ability. And I explained how to get more credibility. This article explains what “Sales” Ability is and shows you how to improve yours.
Scroll below to learn more or click on the link above
to read part 1 of this 2-part series.
* * *
Author Platform – “Sales” Ability
“Sales” Ability is simply your ability to help your future publisher sell books. I know, every author wants to believe that selling books is the publisher’s job.
But it’s not.
It’s up to both of you.
If you have a traditional publisher, you’re partners. You invested a lot of time to write the book; your publisher invested a lot of money to publish the book. Once it’s in print, you’re “in bed” with your publisher. Your book is your baby. It’s up to both of you to raise it.
Now some good news…
There are many ways that you can sell books, and they don’t necessarily involve you being (or acting like) a salesperson. Yes, you can “sell” books without being “salesy,” embarrassing yourself, or even leaving your house.
- You don’t need to go knocking on strangers’ doors in your neighborhood
- You don’t need to set up a table and sell books outside your local grocery store
- And you don’t need to buy or rent an RV, put your picture on the side of it, and go on a cross-country promotional tour (not that there’s anything wrong with that)
Yes, “hard selling” strategies like that can be effective – and agents/publishers will love you for doing it – but that not the only way to sell books.
The most important part of “Sales” Ability is visibility.
* * *
Visibility – Author Platform
How many eyeballs do you have access to right now – that are also part of your book’s target market (not all visibility is created equal). I don’t just mean your mailing list or social media network. I’m also talking about other people’s mailing lists and social media networks.
Speaking of all these people you have access to, what kind of people are they? Are they readers that will only buy one book? Or, are they influencers who can inspire/motivate lots of other people to buy your book? Obviously, both types are better than one.
What communities, associations, and organizations are you a part of – online and offline? And, what are you doing each month to get in front of more eyeballs?
That’s visibility.
Now, here’s something important you need to know…
* * *
The Literary Agent B.S. Detector
There are three types of visibility (from better to worse). Again, not all visibility is created equal.
Fire
This type of visibility translates to surefire book sales. It’s all about concrete details for things that are usually already done. As such, they will light a fire under agents and publishers when you reveal them. Details don’t lie. Examples include: testimonials already secured by celebrities, famous authors, or other influential people; firm commitments (sometimes in writing) from influential people to help promote your book to their audience when the time is right; you having a massive mailing list or social media following; you having a website and/or blog with massive traffic and/or comments (with the numbers to prove it); your own radio show, TV show, or syndicated column; past and upcoming media appearances; past and upcoming speaking engagements in front of lots of people; pre-sale commitments from corporations or organizations; having your own publicist or being able/willing to hire one.
Sparks
This type of visibility isn’t as hot as fire (above), but it’s better than just smoke (below). Examples include: potential testimonials from celebrities, famous authors, or other influential people that you met once or have some type of connection to; potential commitments from influential people to help promote your book to their audience; a modest mailing list or social media following; a website and/or blog with modest traffic and/or comments; potential for your own radio show, TV show, or syndicated column; potential media appearances; potential speaking engagements in front of lots of people; a willingness to hire your own publicist for your book launch.
Smoke
This type of visibility is better than nothing, but not much. It’s simply about your communicating your understanding of the need for visibility… and your willingness to “do whatever it takes to create it.” Examples include: a plan to later approach celebrities, famous authors, or other influential people to try and get testimonials; a plan to later try and get commitments from influential people to help promote your book to their audience; a plan to build a mailing list, social media following, website and/or blog; a plan to later have your own radio show, TV show, or syndicated column; a plan to set up media appearances and speaking engagements.
Improving Your Author Platform
Top literary agents have fantastic bullsh*t detectors. They’re like top lawyers, so you can’t just say, “I’m willing to do whatever it will take to make my book successful.” When it comes to visibility, you need to follow one of the most famous rules in writing:
Show, don’t tell…
“Literary agents want you to tell them what you’re going to do – or willing to do – but they also want you to show them what you’ve already done.”
So, if you want to improve your visibility, there are three things you can do:
- Start doing things now to improve your credibility and visibility
- Communicate (in your query letter and/or book proposal) your awareness that visibility is important
- Communicate any past visibility that will demonstrate both your credibility and sales ability
You don’t need to be an extrovert to help sell books. But you do need to do something, and position yourself in the best way possible.
Like this article? Post a comment or question below… and share this article by using the floating Sharebar to the left! For more information about improving your author platform and/or getting published, click here to read my free 15-part Guide to Finding a Literary Agent. Then click here to see the 3 different ways you can get 1-on-1 help from me (free to fee) as your Book Marketing Coach. You can ask me questions about improving your author platform or getting published on my blog, or via phone or Skype during an introductory consulting call.
Now, leave a question or comment below!
– Mark
Mark Malatesta
Your “Undercover” Agent
* * *
* * *
MARK MALATESTA is a former literary agent turned author coach. Mark now helps authors of all genres (fiction, nonfiction, and children's books) get top literary agents, publishers, and book deals through his company 
MARK MALATESTA is a former literary agent turned author coach. Mark now helps authors of all genres (fiction, nonfiction, and children's books) get top literary agents, publishers, and book deals through his company 
This is very helpful, Mark.
Question: how do you navigate a book(s) that could stir up some strong negative comment (as well as positive) because they deal with controversial issues?
Hi Dale, like most things, unfortunately, it depends. Sometimes I mention it in a pitch because I think it will help agents and publishers see more potential to attract media and publicity. Other times, if/when I think it’s the type of controversy that might make them more nervous than excited, I don’t bring it up unless I have to. 🙂
All my best,
– Mark
Mark Malatesta
http://markmalatesta.com
The Bestselling Author
https://thebestsellingauthor.com
Literary Agent Undercover
https://literary-agents.com
My biggest challenge is a blog. What do I write about? It is hard to think of anything before I get an agent or publisher. So if I’m trying to build a following, but not talking about my book yet, how do I build blog traffic to the correct audience (such as Young Adult readers)? What do I talk about to build my presence as an author?
Ah, yes… that… no cookie-cutter answer to that one. Best thing I can tell you is to have fun looking at what everyone else is doing… especially YA fiction authors… and you’ll start getting ideas… to do it YOUR way… but building social media numbers by simply following other people… can be easier for a fiction author than spending too much time writing blog articles just to try and build a following. If you were a nonfiction expert… that would be different… articles would make more sense. 🙂
– Mark
Mark Malatesta
http://markmalatesta.com
The Bestselling Author
https://thebestsellingauthor.com
Literary Agent Undercover
https://literary-agents.com
This is really inspiring. I have a lot of work to do on my platform. One concern is this: I began my blog the same time I started the book. I’m starting to feel silly talking about it because it has been such a long time. I have people wanting to buy the book (good, yes?) but how do I explain it will be awhile before it is in print?
Hi Deb, thank you… and it’s probably best not to talk about it… the book… at least not now… as it always takes much longer than most people understand. 🙂
Have a good weekend!
– Mark
Mark Malatesta
The Bestselling Author
http://thebestsellingauthor.com
Literary Agent Undercover
https://literary-agents.com
Yes, it is so important to make yourself visible as a new author. I think because there is so much competion today and so great writers that you need to show yourself up among others.
It is overwhelming to write and to promote your novel at the same time, but although I began this year and started my simple blog in facebook some months ago, my followers are increasing, slowly but increasing. Last week, my first book was in Amazon finally and it reached position 5. The work is worth it.
Hi Sara, thank you for sharing that… it is work… like everything else… but worth it!
All my best,
– Mark
Mark Malatesta
The Bestselling Author
http://thebestsellingauthor.com
Literary Agent Undercover
https://literary-agents.com
I thoroughly read the Author Platform, part 1 and 2. I wrote some words about what I think might make me qualified to be published; but when it came to The FIRE, SPARKS and SMOKE I fell short of credibility.
I am emerging from my cave with my book under my arm; the light of the challenging world of publishing is blinding.
I look forward to our scheduled telephone conversation to learn how to prepare myself better in the search for an agent. Indeed I am insecure, since this is my first time.
Hi Claude, I’ve got some wonderful tips I’ll share with you during our call that ANY author can use to improve his or her platform.
Enjoy your weekend!
– Mark
Mark Malatesta
The Bestselling Author
http://thebestsellingauthor.com
Literary Agent Undercover
https://literary-agents.com
Mark, it’s so like you to answer the questions I have before I have to ask. Thank you!
🙂
Thank you Pamela and have a great weekend!
– Mark
Mark Malatesta
The Bestselling Author
http://thebestsellingauthor.com
Literary Agent Undercover
https://literary-agents.com
Certainly, informative articles. Yet, what will you talk about on your media if a book you dream to sell is not published, you have not an agent????
Hi Svetlana, wonderful question… that I’m planning to answer another day soon in an upcoming article or audio training. It’s certainly easier for nonfiction authors, but fiction authors can do just as well. It simply takes a little more creativity. And if someone is writing fiction, it’s not as important to get involved with social media prior to publication. 😉 Hmm… I guess I should have said that in the article! Mark
Mark,
I’ve read Part 1 & Part 2. Both make good sense.
Thank-you for explaining what agents are looking for in simple terms. I’ve heard different things from different sources, but you make good sense. Thank-you again.
Betty
Hi Betty, thank you for that and I’m glad it helped. Have a wonderful weekend and know that I’m here for you if anything else comes up. Mark
Read Parts 1 and 2. Platform is my biggest concern. I have 0% online presence. I don’t even use e-mail (just a junk account). As a new MG novelist, just starting to write my first novel, I want to start NOW to build a SUCCESSFUL, smart, agent-swooning platform. I wish there was a step-by-step business plan to do this. I know I can do it. I just don’t know how/where to start. Is this very early stage of writing and marketing a good time for a phone consultation? Too early?
Hi Jack, for the reasons you just mentioned… it’s never too early to schedule a call. It could literarily save you hundreds or thousands of hours wasting time doing the wrong things to reach your goals, and get you doing the things that are actually right for you… and get you where you want to go. That’s why I work with coaches as well. Whether it’s personal trainers or people helping me create my websites and SEO in the best way. I don’t want to waste time, either, and I want to be sure I reach my goals. Here’s to doing it right. Mark
I think many authors don’t realize that sometimes having your sales funnel and strategy in place can be as much important as writing and publishing your book.
Great information! Thank you so much for sharing, Mark!
Hi Dagmar, it’s difficult for authors to hear this when it takes so much energy just to write books. Then they realize they need to spend a lot of energy on getting an agent… and building a platform… and maybe doing OTHER things to make money. Oh well, there are no shortcuts. All we can do is surround ourselves with good people and good information and decide to do the work. Thanks for being one of the good people. Mark
I’m learning that the more time I put into building visibility, and credibility the better chance I’ll have in getting an/multiple agents interested in my book. My question to you here Mark is this; how does an author go about getting featured on other people’s blogs? for example yours? I know that there are lists of questions people ask the author and I know this from the experience I’ve had in promoting my friend’s fiction novel Connor Gibbons in “The Chosen One” .Do I need a blog of my own? | Author Platform
I hate to make it sound so simple and selfish, but it’s best way to approach things… with the understanding that most successful people are extremely busy and trying to figure out how to get to the next level. That includes the people running the blogs you’re thinking about getting exposure on. The question I always ask myself before trying to get anyone to help me do anything (like those blog owners) is… what’s in it for them? What can I do? What can I offer? If you have content their followers will enjoy, that’ one. If you can make them feel appreciated for what they do on their blog, that’s two. If you can promote them in any way, that’s three. Etc. Mark | Author Platform
Nice article. With regard to Fire and Sparks, an author can go over the top in overenthusiasm; this might be something you could address …
Hi Vitch, good point. Finding the right tone for a query… now that is something I’m just not sure I could teach. The principles, yes. But that’s probably one of the hardest parts to master. But the details really are the most important. If someone is a little overwhelming (or underwhelming) in their presentation style, that’s not going to be a deal-breaker for most agents. But a complete lack of enthusiasm or author platform will be. Thanks for posting and have a great weekend. Mark
I think I’m somewhere in the “Sparks” category. I would be interested in sometime hearing you say more about hiring a publicist.
Thanks for the ignition.
Hi Ellen! Based on what I know about you and your work, I agree. And, when there are sparks, there is soon often fire. 😉 Hiring a publicist as an author isn’t usually worthwhile for most authors… but this is a great idea for an article. The first thing I’d want to do is probably explain when it’s a good idea to do it – and when it’s not. There are quite a few variables. More soon, and thank you for posting. Mark
I went back and read the first part of this article too. I can see so much where your selling of self as a professional at something would/can be very beneficial. I already knew this because of something I was taught during my writing course with The Institute of Children’s Literature. They encourage you to “establish yourself as an expert” by posting articles on your blog or getting published in mags about an area of research you were doing for your fiction writing. By the time your book is released, you’ve already established yourself over many venues as an “expert” in that field. This is a simple and easy way to promote what you’re working on as well, especially the mags and if you can be a guest on other people’s blogs that are about the same subject.
The trick is though, not all fiction writers can effectively write non-fiction. At least blogging about it would be worth a try, even if it was just to share the cool things you were learning about research and some smart tags.
Hi Becca, articles are great too. But it’s better to have a small number of them published on high-traffic blogs or magazines than tons of them published on no-traffic or low-traffic blogs or magazines, etc. (an important distinction). Although, again, published articles anywhere is better than not having any. When it comes to fiction authors, that is trickier. But there are creative ways to create content that’s somehow related. Mark
Thank you for this article. You answered some of the questions I’ve been wanting to ask, but have been off topic of previous posts. I really wanted to know if all my efforts to build, maintain, and grow a blog (as well as having a website) was something that agents would look at. I didn’t think it would be a bad thing to already have a following, but I’d never really heard anything official. I’ve been getting 7K-8K blog views a month (grown from 2-4) over a couple of months.
Hi Becca, every bit of platform counts. Simply having a website/blog is a good start. Having decent numbers to go with it is even better. Mark
Well, I’m not sure I read anything new. It’s actions speak louder than words all over again. Nothing new to you I’m sure. It ain’t an easy road being a published author with a platform that agents or editors notice… still working on that.
I can empathize with saw lian cheah – what can you do? | Author Platform
Hi Billie, true… no major revelations here. But hopefully encouragement and a reminder to many authors that there are no shortcuts. It is tough, and takes patience. I get it from people, too. Wondering why I don’t have more people on social media. Well, hmm… maybe because I’m busy working with clients and just finished creating a massive website. 😉 Social media is next. One step in the platform building process at a time, and we’ll all get there. Thanks for posting. Mark | Author Platform
When you get ready to branch out for more social media, Mark, let me know. I have 4k+ friends on Facebook (some of them mass market writers/agents), and only about 1K on Twitter (Twitter is my construction zone for 2013). Also, I would love to have you as a guest on my blog sometime to spread the word about what you’re doing over here. 😉
Hi Becca, look for a private email from me in a moment… with an invite to get on the phone for a few and talk about all this. I also want to learn more about your writing and goals. 😉 Mark
Hi Mark
What if you’re retired and have no connections with celebrities, influential people etc which limits your potential for future visibility and all you have right now is just social media with a modest following? What can you do to increase that visibility in future given the constraints? | Author Platform
Hi Saw Lian, creating a simple but well-done website is one of the best ways to show that you’re serious about creating a bigger platform and promoting your work. I’m going to write an article or two about more ideas to build an author platform in the near future. Mark | Author Platform
Hi Mark,
I have belonged to various leads and referrals groups, and the common thread has been people do business with people they know, respect, and like. I believe that selling yourself can come from being part of such groups.
I am also a member of the Chamber of Commerce, they are very good at helping to get the word out about members.
Your faith community can also share the news about your work. I have written newsletters for my parish in the past.
Thank you,
Jan O’Kane | Author Platform
Hi Jan, great ideas… I need to invite everyone who’s part of my Literary Agent Undercover community to post their best strategies for getting more visibility. It’s such a huge topic. Thanks for posting and have great weekend! Mark | Author Platform
This is extremely helpful, Mark. Thank you for this great two-parter. Even those of us who have been around for awhile can learn something new.
I was astounded to read in your newsletter that I had won this week’s gift card to Amazon! Thank you! What an amazing way to end the week. | Author Platform
Hi Darlene, thanks for that. This is such a huge topic… all I can do is paint the broad strokes here. Would take me a whole weekend in front of a room to actually help people improve their visibility. That’s partly because everyone has different desires, skill sets, and resources. And congrats again on the gift card. 😉 Mark | Author Platform