Author Platform 101
Maybe you’re someone who loves marketing and feels passionate about building an audience and selling your products and services.
Or perhaps, you’re like a lot of authors we work with—you love the process of writing your book, but the idea of building an author platform feels overwhelming, or even downright repulsive. You started writing to share your message, not to become a marketing pro!
Trust me, you’re not alone.
Many writers feel uncertain about where to start, resistant to the process, or overwhelmed at yet another to-do on the list. Often people hope for a quick fix or shortcut– some marketing expert to come along, wave a magic wand, and grant you immediate, easy platform-building success.
But here’s the truth: platforms aren’t built overnight. Nor are they handed to us. They grow through time, care, and consistency.
Good news is you don’t have to figure it all out on your own!
As transformational non-fiction writing experts, we guide first-time authors through the journey of writing, editing and launching their books. While we don’t build platforms directly for our clients, we regularly coach authors on how to share their voices and make their mark in the world. Here’s everything you need to know to begin your journey of building an author platform.
What is an author platform?
First, what even is an author platform? An author platform is how you connect with readers and build lasting relationships. It’s your digital and in-person presence—on social media, via newsletters, articles, your website, podcasts, speaking engagements, and more. It’s how people discover you, follow you, and, eventually, buy your book. It’s your relationships with those who are interested in you and your work.
Unfortunately, your publisher can’t handle this for you (if only!) because building relationships is deeply personal—it’s about you, your message, and the unique connection you create with your audience. You can learn more about other traditional publishing myths here.
Author outreach is anything you do that takes people from not knowing you exist to knowing you exist, and it can be a crucial part of developing your author platform. Put simply, you want to get clear on your ideal intended audience—who you want to be talking to, and who is likely to buy your book and enjoy your work.
There’s no one-size-fits-all strategy when it comes to building your author platform—and that’s a good thing! You can create a platform that feels authentic and sustainable for you. Start by considering your strengths and preferences.
Do you love writing but dread video content?
Focus on blogging, email newsletters, and guest articles.
Do you thrive in talking about your topic to others?
Leaning into podcasts, webinars, and live events could feel more rewarding for you.
As your book evolves, your platform can, too. You might start with one channel and expand into others as your confidence and audience grow. Remember, your platform is not just about selling books; it’s about building a community, sparking conversations, and sharing your unique voice with the world.
Think of your platform like planting seeds in different places (but not everywhere!) so readers can find and engage with your work. All of this makes it easier when it is time to promote your book.
Who needs an author platform?
Everyone. Whether traditionally or self-published, your platform connects you to readers—the people who buy your book. You will need these relationships no matter how you publish your book.
Traditional Authors: Publishers want proof that you not only have an impactful story, but also have an audience ready to buy your book. A solid platform helps you stand out. And, like it or not, it will often mean the difference of getting a publishing deal or getting crickets when you pitch your book to agents and publishers.
Self-Published Authors: Without a publisher’s marketing support, your platform becomes your primary tool for selling books and growing your readership.
If “platform” feels intimidating, I like to reframe it as “audience relationship building” or “being an ambassador” for your work and messages in the world. By focusing on connections rather than sales or algorithms, you can ease the pressure and make the process feel more authentic to your message.
We are all for bringing as much humanity as possible into our author platform building, because we know that is what helps authors and readers alike to really thrive.
What publishers want to see in an author platform
Newer authors often think that a publisher will build their platform for them. Not so! In fact, the opposite: publishers expect authors to come with a ready platform through which they can sell their books. But just what kind of platform are they looking for?
Truthfully, it is constantly in flux and we don’t always know what publishers are looking for. While a prospective publisher will take into account many factors when deciding to extend a publishing deal to an author, here’s what one spiritual/self-help traditional publisher told us they are specifically looking for in the marketing and promotions section of a book proposal:
Speaking Engagements: Publishers ideally look for 12 speaking engagements per year to mid- and large-size audiences. It helps if these are national organizations or corporations.
Email List: You should have at least 1,500 subscribers
Published Articles: Publishers want to see frequent article placement in major outlets with an established following and readership.
Social Media Reach: Publishers want to see actual followership (not just contacts) in the 1,000s, at least, for each channel and not collectively. What is your engagement with this audience? How often do you post, and how much reaction/engagement do you receive?
Professional Networks: They want to know with what organizational networks you have an ongoing relationship, and for whom you speak often and consistently.
Workshops or Courses: It is a huge bonus if you host webinars or in-person events with strong attendance
I know. Take a beat, this list felt overwhelming to us at first too. But it is totally possible to build an author platform that helps you secure a book deal, whether or not you hit every single one of these metrics or not.
Where do you build a platform?
The good news is that you don’t have to be everywhere. In fact, trying to do so can be a major factor in an author’s struggle to build a platform. Instead, focus on where your readers are and what feels natural to you.
Analytics can help you be more targeted. The key is to choose the methods you enjoy and can commit to consistently—showing up meaningfully in a few places is far more effective than spreading yourself thin across every platform.
Platform-Building Options:
Social Media: Pick one to three platforms where your readers gather—YouTube, LinkedIn, Instagram, or Facebook—and engage meaningfully.
Email Marketing: Build a nurture sequence and show up consistently—once a month at a minimum—to provide value.
Podcasting: Be a guest or start your own show.
Live Events: Speak at workshops, book talks, retreats or conferences.
Collaborations: Partner with influencers, businesses, organizations (and around launch, bookstores)
Guest Articles: Write for print or digital publications.
Guest teaching in another person’s paid program or group
Before, during and after your book launch phase, these additional strategies can be helpful to get the word out about your book:
Author Website: Many book marketing professionals suggest you make your website platform-centric, not just about your book. Ideally, make your name the URL and have a clear lead magnet to build your email list.
Amazon: Create an author’s page and presence, and explore options to get on the best sellers list
Book Clubs: Offer virtual or in-person visits.
Book tour: This can be a physical tour where you go to different geographic locations to speak about your book or offer related workshops and events. You can also do a podcast or blog tour from the comfort of your home.
Book trailer on YouTube or similar.
Affiliate or influencer marketing: Partner with influencers who can share your book with their audiences in exchange for commissions or collaborations
Paid Ads: Amplify your reach selectively. You may want to hire a professional to help.
Traditional media PR: Pitch your book to secure interviews and media coverage.
Crowdfunding can help spread the word about your project. You can read more on our blog here
Book giveaways or sales: Run limited-time promotions or contests to encourage reviews and attract new readers.
Strategic book donations: Donate copies to libraries, schools, or community centers to increase visibility and gain new readers.
When to start building your author platform
Start as early as possible—platform-building happens over time and as a result of sustained, consistent engagement in the process. It’s ideal to start building connections with potential readers long before your book launch.
Remember, building an author platform is not a one-time effort—it’s a long game that can (and should) evolve alongside your book project. From the early stages of concept and planning through writing, revising, publishing, and beyond; it’s never too late to start nurturing your audience and sharing your voice. That said, it’s never too late to start engaging an interested audience in your work.
Five author platform building tips
Here are five of Whale Song’s top Author Platform Tips for you:
Make Audience Building Work For You: Build your platform in ways that suit you, your topic, and your audience. Do it your way. Try to even have fun along the way!
Own Your List: Prioritize your email list over social media followers. Unlike social media platforms, which can change algorithms or policies, your email list gives you direct access and control over your ability to reach your audience.
Provide Value: Consistently nurture your audience with helpful insights and resources and stay in touch regularly.
Collaborate: Reach new audiences through partnerships and guest opportunities.
Play the Long Game: Audience-building is about consistency over time. Find a rhythm that is sustainable for you.
Final thoughts on author platform and how to get support
Building an author platform may feel daunting at first, but remember—it’s about connection, not perfection. You don’t have to be on every platform or follow every trend. What matters most is showing up in ways that feel authentic for you.
Platform-building takes time, care, and consistency. But every post you share, every newsletter you send, and every conversation you spark helps future readers to find you. Whether your book is still an idea or about to launch, it’s never too late to start building relationships with your audience and sharing your message with the world.
We know your platform-building journey is personal and unique. Our coaching services are here to support you every step of the way—from finding your voice to reaching your audience with confidence. We also partner with indie publishers and advise on how to build your author platform as part of that process.
Your readers are out there waiting for, and perhaps even hungry for, your voice.
If you're ready for guidance and support along your author journey, please fill out our interest form, and let’s connect.
