An author platform is a means of bringing your book, work, and brand to the attention of potential book buyers.

Building an author platform means figuring out how what you have to say fits in with the needs of book buyers—and figuring out how to get the word out to those book buyers via a platform. To start building an author platform, follow these 7 steps and begin to create a following for your book now, regardless of where you are in the process of writing it.

 

Step 1: Begin speaking and writing about your story and the topic of your book if you haven’t already. If you’re writing a memoir to inspire other women to take control of their finances after a financial crisis, get your thoughts together and try them out on a Facebook page or a blog attached to a simple website. If you want to write a memoir based on your experiences, start writing—and start talking about your experience with others online and in person. Discover where people interested in what you want to say congregate in the real world and in the virtual world.

 

Step 2: Analyze the market. You’re not the only person out there with something to say on a topic similar to yours. What are others with messages and stories like yours doing to get the word out? What social media do they use? How do they connect with their followers?

 

Step 3: Put down the megaphone for a minute. Communication is a two-way street. Yes, you have something to say, but you also need to listen to your followers and potential book buyers. How are you going to connect with them in such a way that you aren’t just talking AT them but WITH them? How can you use social media or a blog to hear from them? How can you do a workshop with them to hear their questions for you? What do THEY need from you, your work, and your book?

 

Step 4: Brand yourself, your story, and your work. If you do public speaking on a topic, or have a professional reputation that’s integral to the book you wish to write, you already have a brand, although it may need some tweaking. A brand is an identity or image. What is your public image? How do you get it across on your Facebook page, YouTube Channel, or website and blog that you showcase you to people outside of family and friends? If you have no brand and no public image that strangers who would be interested in your work and your book can access online, you need to get one—now.

 

Step 5: Find or tweak your tagline, hook, or title. If you write on parenting, what type of parent are you? What is your message to other parents? How can you sum it up in a few words that will resonate emotionally for other parents who would be interested in your work and your book? If you have a hook already, is it working for you? Did you outgrow it? Is it hard for people to remember? Too much like someone else’s trademark? Play with it! Get a great tagline, hook, or title.

 

Step 6: Develop an online presence. It’s not enough to be out and about in the real world talking about your story and your ideas. You must have an online presence that includes social media accounts. Social media not only allows you to express yourself but also allows you to get feedback and questions from others. Your fans can easily share your posts and videos with others and do publicity work for you. Don’t delay creating an online presence just because you’re not sure how to go about it. You can get started with a website and blog and begin blogging. Go to WordPress.com and begin WordPress blog. Or, start with a public Facebook page for your work or idea, and ask friends and family to follow it and to share your posts. YouTube is now the #2 search engine on the web (behind Google), so create some videos and a YouTube Channel. Do a browser search for tips on how to blog, how to make a video blog, how to upload a video to YouTube, and how to use Facebook. Ask a friend to help you. Take a webinar or teleseminar. Buy a book on social media. Or hire me to help you strategize your social media and online presence. I’ll get you started!

 

Step 7: Notice what other, similar authors are doing. Check out some of the social media pages, websites, and blogs you follow for ideas. And take a look at these examples of hooks and brands some of my clients have created, and created an online presence for:

 

Love & Grit Victoria Treadwell’s website will tell you all about her marvelous 30,000-word memoir of helping her husband triumph over brain cancer.

 

Mama Can’t Kiss It Better: An Idealized Motherhood Lost by Lori Gertz is a Facebook page for Lori’s followers.  Her blog, where she writes pieces about her experience having to un-adopt the daughter she dearly loves, can be found at www.lorigertz.com   Her memoir is currently being written and started with her blog.

 

Intuitive counselor Tara Taylor, whose tagline is Be the Master of Your Life, has a website at http://www.tarataylor.ca and public Facebook page for Tara Taylor Intuitive  Tara’s personal life, which led to the coaching and counseling work she does, was fictionalized into a paranormal YA series beginning with the book Through Indigo’s Eyes The book was written with Lorna Nicholson who, you guessed it, has online presence for her brand, too: www.lornaschultznicholson.com and on Facebook for Lorna Schultz Nicholson, Author.

 

 

Kathi Casey, The Healthy Boomer Body Expert has a website at www.kathicasey.com  Her Facebook page is Kathy Casey, Your Healthy Boomer Body Expert.  and she has a YouTube channel featuring videos demonstrating her work. Her book is Stop Back Pain! and its website is www.kissbackpaingoodbye.com

Debbie Magids, psychologist, uses The Total Health Prescription as her tagline and her name as her website, www.drdebbie.com  Her Facebook page is Dr. Debbie Magids Her book, available in bookstores, in online bookstores, and through her site, is All the Good Ones AREN’T Taken. 

 

Elena Mannes, Mannes Productions, wrote the book The Music Instinct, available in bookstores, online, and through her website: She has a website for her work as a documentarian at www.mannesproductions.com

 

Carl Greer, author of Change Your Story, Change Your Life, forthcoming from Findhorn Press in March 2014, has a website at www.carlgreer.com and a Facebook page for Carl Greer, Author  Carl Greer began his website, blog, and Facebook page after writing his book and before creating and sending out a book proposal

 

I began creating my website, www.nancypeske.com, and this blog (which was originally separate from the website and merged from it last year), in 2009 in order to help people learn about my work and get guidance on how to write a book, get it published, and market it. I have a Facebook page for my work as a ghostwriter and developmental editor, called Nancy Peske, Literary Editor. And as you can see, I don’t just talk at people–I also love to hear what they have to say, and solicit feedback to help me become better at serving their needs and doing what I do.

Professional Ghostwriter and Editor Nancy Peske

Professional Ghostwriter and Editor Nancy Peske. On Facebook, my page is Nancy Peske, Literary Editor

 

Your platform won’t build itself, and you don’t have to wait to get your book written to start creating it. Take action now to build your platform! And follow this blog, as well as my Facebook page, for more helpful tips on building a platform, writing a book, and getting your book published.

 

Any other questions on platform building? Feel free to ask a question here in the comments!

“Don’t judge a book by its title”—but that’s what we do when we’re looking at books and considering whether to buy them. A title can make or break your book. Here are three utterly mindblowing tips for titling a nonfiction book.

 

 

1. Think holistically. Your title, subtitle, and jacket work together to sell your book. Here’s a book I coauthored that got all three right. Raising a Sensory Smart Child is clearly is aimed at parents (hence “child” in the title and subtitle, and “raising a … child”). The title presents an intriguing concept (what are “sensory smarts”?). And the jacket features a happy, active child that has emotional appeal to parents who are stressed out and worried and want their child to be joyous and full of life. Sensory kids often can’t sit still so the picture puts a positive spin on that phenomenon.

 

Does your self-help book deliver on its title and promise? Does it solve a problem? Does it offer "takeaway" for readers that they can apply to their own lives?

Jacket, title, and subtitle work together to make a great book package.

2. Speak to the heart and mind. A great title will make you laugh, intrigue you, touch your heart—in short, it will speak to your mind and your heart. Here are some of my favorites:

 

That Crumpled Paper Was Due Last Week. If you laugh and say, “Yep, that’s my kid,” you know you have to check it out, right?

 

Eat More, Weigh Less. My boss at HarperCollins, editor-in-chief Susan Moldow, acquired this New York Times bestseller by Dr. Dean Ornish. We used to joke about variations such as “Work Less, Earn More.” Talk about a simple, compelling promise!

 

Mindblowing Sex in the Real World. The author, Sari Locker, PhD, wanted a twist on “The Real World,” which was an MTV hit at when the book was in production (I was the acquisitions editor). I thought a contrast would be good and came up with the word “mindblowing.” One of the suits at the publisher pushed hard against it but we pushed back. The book and title were hits, and the title was mentioned as recently as this year in the New York Times. That is a title with staying power! (Pun intended.)

 

3. Switch It Up. Bev West, my coauthor and cousin, came up with “cinema therapy” and “mood movies” or “movies to match your mood.” Our book proposal’s cover sheet shows what we settled on. Someone in-house at Dell, our book publisher, suggested making “cinema therapy” one word, Cinematherapy, and using it as the title, relegating the “mood movies” concept to the subtitle. We also wrestled with “girl” vs. “gal” and other alternatives (“girlfriend’s guide” was taken). Contrast the proposal title/subtitle to the final jacket.

 

 MoodMoviesOrigTitle

Cinematherapy, movie therapy for women: a vision turned into a successful book series and television show

Cinematherapy, movie therapy for women: a vision turned into a successful book series and television show. Original title and subtitle were flipped around.

 

 

So as you’re titling, start picturing your book’s jacket. Look at other books—not just online but in a bookstore. Look at their jackets. Which ones do you respond to, and why? What are the title and jacket trends in your genre? Do you want to match them or buck them?

 

Do you have a one- to three-word “hook” that works for your brand and your book? Cinematherapy spawned Bibliotherapy, Advanced Cinematherapy, Cinematherapy for Lovers, Cinematherapy for the Soul, Cinematherapy Goes to the Oscars, Gay Cinematherapy, TVTherapy, and Culinarytherapy. How can you use your “hook” within your title as in your brand to emotionally engage and intrigue readers?

 

 

 

Twenty years ago, I had the honor of being involved in a cultural phenomenon called Men Are from Mars, Women Are from Venus. Remember that catchphrase? It came from a mega-best-selling book by relationship counselor John Gray, PhD. My boss, Susan Moldow at HarperCollins Publishers (then Harper and Row), signed up the book and as her assistant, I co-edited the manuscript with her. My contribution included a key question that John expanded upon, and insights into how women and men at the younger end of the baby boom might respond to some of his advice. I went on to co-edit or edit his next two books—What Your Mother Couldn’t Tell You and Your Father Didn’t Know and Mars and Venus in the Bedroom (about physical intimacy in male-female committed romantic relationships). Like John’s first book, they became New York Times bestsellers.

 

I well remember calling John’s agent every Thursday morning when I came into work to let her know his ranking on the USA Today bestseller list, which was new at the time. It was a thrill to see him become famous, to watch his hardcover book sell 9.5 million copies in the U.S. alone and become the bestselling American nonfiction book of the 1990s. I learned so much from John that helped me with my own success—and if you’re an aspiring author, you too can learn from him. Here are eleven lessons I draw from his book’s phenomenal success.

 

1. Indulge your curiosity. John Gray became fascinated by male-female romantic relationships after spending nearly a decade in celibacy as a monk working for the Maharishi Mahesh Yogi (the fellow the Beatles took a shine to and about whom John Lennon wrote the song “Sexy Sadie”). Like many great cultural innovators, John Gray was curious—and approached the task of learning how to start and maintain a healthy relationship with a woman by adopting beginner’s mind, as they say in Buddhism. Where can your curiosity take you?

 

 

2. Research your audience as you build your platform. What John Gray learned from formal study and from doing in-person workshops with men and women helped him formulate and refine his ideas. He told me that he’d throw an idea out there in a workshop—like that men are similar to rubber bands, needing to pull away and then snap back to emotional intimacy—and read the audience’s body language. If the men smiled, nodded, and sat forward in their seats while they women’s eyes grew wide, he knew he was on to something universal. And if everyone looked blank and crossed their legs and arms, sitting back in their chairs, he knew he had to refine the idea. This is market research at its very best—you must get your ideas out there and try them out on real people.

 

3. Be true to the needs of your audience. While self-help books typically sell to women, John Gray knew how to make his book appeal to men as well, and knew that if he made it “guy friendly,” women would buy it and leave it on the nightstand or quote from it to their husbands and the guys would pick up on it and recommend it to their male friends. Sometimes when working on his books, I’d make a suggestion to John and he’d say, “But men won’t respond well to that. I have to say it in a way that won’t turn them off OR turn women off.” He insisted that his audience would want key ideas highlighted in boxes—which some readers complained about but the majority loved. He said this element echoed how he would repeat a key idea when speaking—and the audience would want it in the book, too. He’s right; they did.

 

4. Consider self-publishing first. John wrote a book called Men, Women, and Relationships to use with his workshop participants. Its success impressed book publishers who had the opportunity to buy the rights to republish it.

 

5. Come up with an amazing title. Before writing a book proposal to sell to editors via a literary agent, John Gray came up with a fantastic title—the article in USA Today on the twentieth anniversary of Men Are from Mars, Women Are from Venus dominating their bestseller list explains how. He had the concept right—but his self-published book had what we’d call a “working title.” He needed a memorable hook that grabbed your heart, and in this case, made you laugh in recognition. A play on words is a great way to come up with your amazing title. We’ve all heard “Men are from Mars!” It’s the “Women are from Venus” that makes you want to open up the book!

6.  Persevere at building your platform. John Gray built his platform before he wrote a book proposal and he continued building it while writing the book, while it was in production, and after it was published. He used his own advice about wooing women with roses to help him woo Oprah into putting him on her show—and she did it four times. Every time he went to a city, he went into the bookstores and introduced himself. He was a tireless self-promoter because he had a passion for his message. Platform building can never start too early, and it never ends.

 

7. Have a sense of humor and lighten up. People can get very defensive about having their problems or challenges pointed out, and often have a lot of baggage about gender stereotypes and roles. John Gray has always used humor to open people’s hearts and minds, and much of his humor is self-deprecating. Watching him do a lecture is so entertaining that he actually inspired a real off-Broadway stage show and then went to Broadway to do his own one-man show! His book also inspired the movie, What Planet Are You From? by Gary Shandling. Humor engages people and brings out their own creativity!

 

8. Don’t let others tell you you’re not an expert. Many criticized John Gray for not having a PhD from a credentialed university with brick-and-mortar presence (this was in the days before online learning). They dismissed the work he’d done trying out his ideas on real people and honing them, and couldn’t stand the fact that someone outside of mainstream academic circles had achieved success. John Gray was always completely open about his education and his training—he wouldn’t let anyone shame him into silence. Don’t let anyone shame you—trust your inner sense of knowing about how much research you need to do, and of what type, before writing a book of value for a wider audience.

 

9. Expand your brand. A book shouldn’t pigeonhole you. John’s second book, What Your Mother Couldn’t Tell You and Your Father Didn’t Know, expanded on the first by going deeper into how men and women are different and how knowing about and respecting those differences will help your relationships. His third book, Mars and Venus in the Bedroom, was about the physical intimacy piece. Later, he expanded to talking about male/female romantic, monogamous, long-term relationships in other ways—and his new book will be about the role of ADHD in these relationships. Your brand can and should expand over time.

 

10. Put yourself into your book. If you take your ego and personality out of your book and platform, you take the heart and soul out of it. John always talks openly about his return to sexuality after having been a monk, his relationship experiences, and his vulnerabilities. That’s what gives his work heart and soul. Do you have the courage to put YOU into your book?

 

11. Turn your weaknesses into strengths. A celibate monk is the last person to know about how to woo and retain a girlfriend—but John Gray made his situation into a strength by using it as a foundation for learning. Can you imagine how a woman responds to, “I have to tell you, I’ve been a celibate monk for years and I’m hoping you can teach me something about women?”! People who have dyslexia and trouble reading often are told they can’t write, but John Gray didn’t let dyslexia stop him from his goal of writing a book. His ADHD may have made focusing difficult as he was growing up and as an adult, but it also gave him the drive and focus to use his passion to create a cultural phenomenon. And it makes him a dynamic, high energy presenter! What weaknesses of yours are actually hidden strengths that can help you in your goal to write a book?

 

Congratulations to John Gray on the twentieth anniversary of his USA Today and New York Times #1 bestseller, Men Are from Mars, Women Are from Venus! 

 

 

Whether you self-publish or work with a publisher, it’s important to know how to create copy for your book cover that is compelling and will inspire and entice your reader to take action. There isn’t a lot of room on the back of a book, especially when you add publishing information such as an ISBN, an author bio, or testimonials from other authors, so the copy has to be tightly written without excess verbiage. I highly recommend you read or reread The Elements of Style, and short and brilliant book by E.B. White on how to prevent yourself from using three words when one will do, and a fancy word no one will recognize when a strong word people know will work better. If your book will be a hardcover original, you’ll have more space for text than if it’s a paperback original: You’ll actually have two panels that the reader accesses when opening the cover as well as the back of the jacket (sometimes called the back panel). However, most books today are paperback originals, and hardcovers often use the back of the book for an author photo and/or testimonials for the book or the author, so you might be stuck with just the two vertical panels for text.

 

Here are some tips for writing copy for book jackets or covers that will sell your book to the reader:

 

Research. Before you start to write, read ten book descriptions on the back of books that would appeal to your intended audience. Get a feel for the amount of detail and how the writer avoids spoilers in winding up the description and weaves in the themes. Look at the kinds of promises made in the copy. Can your book make similar promises?

 

Sell it, baby. This is advertising copy, not editorial copy. Don’t go into too many details about plot or concepts. Use strong, compelling verbs and nouns. Some of the books I have on my desk use language such as “embark,” “initiate,” “embrace,” “address,” and “achieve.”

 

Highlight your key ideas with a bullet point list. If yours is a work of nonfiction, think about using bullet points in your description. Start each bullet with strong words, whether verbs or nouns, pay attention to parallelism. If you have a list of nouns, be consistent and don’t mix a verb into your list: “practical solutions,” “advice on,” and “7 strategies” should not be mixed with a bullet point that starts with a verb, such as “Learn ways to…” If your bullet points are incomplete sentences, rewrite the others to make them all incomplete for consistency. Notice the parallelism in this article: I start every tip with a strong verb phrase in boldface, and use full sentences.

 

Watch the hype. Don’t gush about your book or yourself to a degree that might turn off readers. The rule is “know your audience.” Maybe your followers will be excited by terms such as “earth-shattering” or “truly unique” but maybe you are better off with “groundbreaking” and “original” and “fresh approach.” Remember, too, that you can’t qualify “unique,” which means one of a kind. Nothing’s “very one of a kind” or “more one of a kind,” so don’t use “very unique” or “more unique.”

 

Work your expertise into the description. Don’t just give your name and any degrees you have. You might write something like “Joe Smith, a lifelong spelunker and founder of CaveExplorers.com, the #1 spelunker’s site on the internet…”

 

Grab ’em up front! Consider asking a question in the first line or setting up a very short example that will grab your reader’s attention instantly—or, make a starting statement. You want the reader to have an energetic response rather than a lukewarm one.

 

Follow a “Wow! Okay… Wow!” structure. Structure your description by grabbing the reader, then explaining what’s in the book and who you are, and ending with oomph. Of course, you want your description to be engaging and energetic, too, as I’ve explained, but the energy of the reader naturally dips when you’re listing the facts about what’s in the book. Think about how a musical performance will start with an energetic song, include quieter ones in the middle, and end on an energetic note.

 

Check your spelling and usage. Don’t rely on the eye, I like to say. Actually use spellchecker software, and if you really want to be picky, consult Merriam Webster’s Collegiate Dictionary 11th Edition (the standard dictionary in book publishing) to make sure you’ve styled every word correctly (groundbreaking not ground-breaking, for example). Be consistent throughout your text (for example, don’t mix “soundboard” and “sound board,” both of which are acceptable—choose one and stick with it). Don’t use terms people might not know unless you define them (for example, people often confuse “i.e.” and “e.g.” so it’s better to use “for example”). Have someone else who is good with grammar, spelling, and mechanics proofread your copy and look over it yourself several times to catch usage errors (such as “effect” for “affect,” which spellchecker software will overlook). Be as nitpicky as you can.

 

I hope these tips will help you make your book jacket copy sing!

Is your resolution to write a book this year?

 

Good for you! I believe that the act of writing a book is in itself an important expression of creativity. You will learn more about yourself and your life by choosing to write a book. It’s a big undertaking but when you break the process down into pieces, it’s less daunting.

 

How to get started writing your book:

 

  1. Conceptualize what you want to write a book about about. If you haven’t already done this, think about what YOU have to say that no one else can say. Have you had an incredible experience, or series of experiences, from which you gained insights that would benefit others? Are you an expert on something? Do you have a different way of approaching a topic or task that you would like to share with others? Do you have a novel in mind? Have you worked out the themes, character, and plot to the point where you’re ready to explore what unfolds as you begin to tell the story?
  2. Conceptualize your hook or title. Imagine your elevator speech—you meet an old friend in an elevator and he or she asks what you’re up to. “Writing a book,” you say proudly. “Really? What’s it about?” is the reply. And you say… (Remember, the elevator doors will open in a matter of seconds. Announce your killer title, title/subtitle combination, or throw out a descriptive sentence that summarizes what your book is).
  3. Imagine who your reader is. Is this person completely unfamiliar with you and your topic, or somewhat familiar? Where is this person in his or her life that your book looks like a must-read? What is this person expecting to get out of your book? It’s really important not to skip this step if you want your book read by more than just your closest friends and family members.
  4. Analyze where your book fits in the market. Tens of thousands of books are published each year. Where does YOUR book fit in? Why would the reader want to buy your book and not another similar book? Do your research and look at what other books are already out there and similar to yours. In fact, search for your title (if you’ve thought of one) on the Internet and in online bookstores. Has someone been using that title or combination words already for a website or a book? Read my article on Comparative Books Lists. Even if you’re self-publishing and not writing a book proposal to get a book deal from a publisher, don’t skip this step of analyzing the comparable books. It will help you become clear on how to make your book stand out from all the others. It’s possible someone has written a similar book but even so, if you have a new spin or a unique voice, your book may be different enough that readers of the other book will want yours, too!
  5. Start writing. Don’t judge yourself as you begin the process. Feel free to try out different voices and approaches. Play around with how you start the book—what would be an engaging way to draw the reader in? Let your creativity flow and silence your inner critic when you’re just beginning.

 

Happy writing!

 

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