How to Build Your Author's Platform From Scratch

Platform. These days it's the magic word in publishing. When a publisher wants to buy, they're not just buying your book or your idea, they're buying you and the many ways you reach people. Some new authors focus solely on writing their books, thinking they can work on their platform after the book is published. Unfortunately, the business doesn't work that way. You can't wait to sell your book to build a platform, because the platform is what helps sell your book. So get started now, even if you're still in the writing stage. Here's how you do it.

Decide On a Target Market

It's tempting to skip this step, especially if you feel your book or story speaks to everyone. That may be, but it's awfully difficult--and expensive--to market to everyone. It doesn't mean you're shutting out potential customers, it just means you're focusing your laser to greatest effect. So if you survived two back surgeries and your story is about dealing with chronic pain, you may target people with back injuries, but that doesn't mean other sufferers of chronic pain (people with arthritis, for instance) will miss out on your message.

How Will You Talk to Your Market?

Thanks to the internet you have many free and low cost ways to communicate with your audience. Why is this important? Because this is how you establish yourself as an expert in your subject area. For instance, you may consider yourself an expert in back pain if you've developed ways to cope after having two surgeries. But you're a more visible expert, with loads more credibility if you have a television show, newsletter or radio show where you discuss ways of dealing with chronic pain. And here's the best part--your show doesn't have to be on one of the big networks or even on cable. You can post your own show on the web! Likewise you can have your own radio show or podcast on the web. And blogs get tons of attention as well. This is important if you're not known in your field.

Here's a great example. "Sportscaster Chronicles" is a blog and podcast by John Lewis, a New York City writer who is developing his platform as a sportcaster historian. You can view his handiwork at http://www.sportscasterchronicles.blogspot.com/.

Send Out Press Releases

Don't keep it a secret. Let the media know you're an expert available to comment on relevant news stories. You don't want to send releases out without reason, though. For instance, almost all of John Lewis's sportscaster broadcasts are connected to something currently happening in the sports world. A few weeks ago it was comments that Bryant Gumbel made during the Olympics. Before that it was the death of legendary sportscaster Curt Gowdy. He can send press releases alerting reporters of the material especially when, as in Gowdy's case, he has unique information--John had interviewed Gowdy in recent months.

Let's use the back pain story as another example. What if a popular painkiller is pulled from the market. You could send out a press release saying something like "10 Pain Relieving Exercises Developed for Former Users of Medicine X". Reporters love stuff like that. You've given them a fresh angle on a story they're already covering. And when you write your query letter or book proposal, you get to say, "pain expert quoted in magazines and newspapers". And these days you can send a press release out via email or use free distribution sites such as http://www.prfree.com, http://www.free-press-release.com/ or http://www.i-newswire.com/submit.php.

Speak Your Mind

Speaking is a great way to get people familiar with you. If you fear speaking think of it this way--pretend you are already on book tour and this is just another forum where you get to talk about your subject! You can start out speaking locally and doing it for free. If you're writing a memoir on your experiences in World War II, there may be high school history classes interested in hearing your story. Or, if you've learned how to cope with chronic pain, you could address support groups who deal with the same struggles. Speaking is also a great opportunity for adding people to your list so that you can let them know when your book comes out. Your list will always be an important marketing tool.

You don't have to have an elaborate PowerPoint presentation or music or flashing lights to be a speaker. Just choose one or two aspects of your story or subject (you don't want to give away your whole book!) and start presenting them. Groups such as local Rotary clubs are always looking for speakers. If you feel you need to polish your skills, join a Toastmasters group. Bottom line, if you have a compelling story, some group large or small will want to hear it.

Publish Articles

You don't have to send a bunch of letters out to editors trying to get an assignment to write an article. You can write a meaty, content-filled article and distribute it on the web. This is another way to establish your expertise. As with the press releases, there are many sites where you can make your articles (usually 800-1,000 words in length) available for use in other websites, newsletters and blogs. It's an excellent way to get your name in front of new audience members. Two popular distribution sites are http://www.ezinearticles.com and http://www.isnare.com.

Will You Pass the Test?

How does this all sound to you? If you're excited by these ideas and see them as opportunities to talk and write more about something you're deeply interested in, that's fantastic. It means you're on the right track--you've chosen a topic or story you're passionate about. If you aren't interested or motivated enough to want to speak and write articles or press releases connected to your topic, you may want to reconsider your book. After all, this is the kind of stuff you'll have to do at some point to sell your book. If you don't want to do it now, how will you sell your book later? Even more to the point, if you're not willing or interested enough to put this kind of activity behind your book, why should a publisher be interested in working with you? You build your platform, you build your book's future. So give it your best shot. If you feel you need help brainstorming ideas or developing your plan, hire a coach or consultant to support you. Often it's easier to move forward when you can better see the road ahead.

The Cook's Companion by Stephanie Alexander

This huge volume, with 1126 pages, is a complete resource for all Australian cooks. It was first published in 1996, revised in 2004, and contains a wealth of information about ingredients and the way they can be used in recipes. It is ideal for someone starting out in the kitchen for the first time.

Alexander has been cooking for a long time and is dedicated to her craft. In the introduction to her book she outlines her views on food, including the production of food by economically sustainable methods, using fresh food, genetically modified food and the concept of producing and sharing food as a family.

At the start of the book there a list of utensils with a definition and a brief explanation of how each is used. It contains much useful advice for purchasing each item, for example it is recommended that saucepans should not be bought in a set as rarely are all sizes required and goes on to suggest which ones could be purchased as a starter set. This sort of information is invaluable for someone setting out on the adventure of cooking on a budget.

There follows a rather long section entitled "basics" in which are definitions of some of the less familiar ingredients and terms which is found in the book as well as frequently used preparations such as stock, pastry and batter. After this a very useful section related to measurements, quantities and conversions which has been included because Alexander understands that there are occasions that some recipes, such as bread, biscuits, cakes and pastries, require greater accuracy and new cooks need guidance to feel more comfortable when cooking. At the same time she encourages cooks to be adventurous and to test by tasting.

The rest of the book is devoted to chapters, organised alphabetically, each one based on an ingredient beginning with abalone and concluding with zucchini and squash. Each chapter begins with a brief introduction usually including a personal comment about the writer's experience with that particular ingredient, followed by a general account of where the product fits into the Australian situation. We find out about varieties and season, selection and storage, preparation and cooking and then are given a selection of recipes in which the ingredient is featured. On the side of each page is provided more useful incidental information such as how recipes can be modified by the addition of other ingredients. At the end of each chapter is a list of recipes where the ingredient used in other chapters. For example in the chapter on "eggs" there is a reference to "potato frittata" in the chapter on "Potatoes."

Alexander considers that this book will be worthwhile if it encourages young people to start cooking and experienced cooks to enjoy cooking more. It is certainly a very comprehensive volume which reflects her enthusiasm for food and cooking and on which, any cook, old or new, can depend and find inspiration.

Alarming Issues Surrounding Global Warming

Global warming has become a hot topic over the past few years. While some may assume that the discussion of global warming effects is a new one, it has actually been around for a number of decades. The main difference today is that the conversation has grown to include millions of people throughout the globe. Part of the reason that so many people are concerned about global warming is due to a number of alarming points put forth by research organizations.

Here are some of the issues they have raised alarm over:

Probably the most alarming point many have made is the notion that carbon dioxide emissions cause great harm to the environment. As the studious know, human beings emit carbon dioxide when they breathe. Since human beings will always emit carbon dioxide, this would make the reduction of carbon dioxide very difficult since humans can not be taken out of the equation.

Fossil Fuels and Global Warming

The relationship between fossil fuels and the causes of global warming has also created alarm among many. Fossil fuels emit carbon dioxide and other emissions into the air when they are burned. This creates a very complex situation because the top three fossil fuels - oil, coal, and natural gas - are the primary sources of energy in the world. Then again, many people take a number of simple steps to reduce such emissions. Turning the lights off in the home and not driving as much all are all habits that can reduce energy consumption. The more people who do this the less energy resources will need to be tapped.

Effects on the animal kingdom

If there was one aspect of global warming news that has pulled on the heartstrings of people it has been the effect of global warming on the animal kingdom. Or, more specifically, it is the effect global warming has had on the polar bear community. Since people have always had a fondness for these exotic animals, many have sympathy for the animal's plight. While many are familiar with the reports that global warming has had a negative effect on the polar bear community they may not understand what exactly occurs.

Essentially, polar bears live in a habitat that is comprised of sea ice. If global warming can cause this ice to melt it reduces the habitat in which the polar bears live on. This could radically impact polar bears in the same way urbanization affected grizzly bears. In the early 1800's, Grizzly bears lived in all fifty US states. As the human population grew and cities were developed, Grizzly bears died off since their habitat disappeared. A similar effect is possible with polar bears and other animals that live in the same habitat if sea ice continues to melt.

Effects on the human kingdom

If anything, the effects of global warming on the animal kingdom concerns people over what type of effect it may have on the "human kingdom". Yes, there is fear of a potential all encompassing ripple effect and this fear fuels much of the alarmism over global warming. How the story will eventually play out over the next several years is not predictable. It is, however, predictable that people will address their alarmism with calls to action. Hopefully, this will yield a positive effect.